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Understand the Buyer Personalities and Start Creating Impactful Content
- Jane Auxilio
- Sep 18
- 3 min read
Not all clients make decisions the same way. Some are motivated by stories, others by results, details, or excitement. That’s why one-size-fits-all content often misses the mark. To truly connect with your audience and drive bookings, you need to create content that speaks to different buyer personalities.
Here’s a breakdown of the four buyer types and how to craft content that wins them over:
The Humanistic Buyer – “Tell me your story”
These buyers are emotionally driven. They want to see themselves in your story and feel a personal connection before saying yes.
What wins them over:
☑️ Client stories showing transformation and success
☑️ Behind-the-scenes looks into your journey
☑️ Testimonials that highlight emotional impact
Example post: “Here’s how our client completely transformed her business after working with us.”
The Competitive Buyer – “Show me the results”
This personality type is results-focused. They want to see evidence that you can deliver above and beyond.
What wins them over:
☑️ Case studies with measurable outcomes
☑️ Before-and-after transformations
☑️ Comparisons that prove your edge over competitors
Example post: “Our clients saw 72% more engagement in just 30 days.”
The Methodical Buyer – “Explain the details”
Methodical buyers love research. They want the data, the process, and the reassurance that they’re making a smart choice.
What wins them over:
☑️ Detailed case studies
☑️ Step-by-step breakdowns of how you work
☑️ FAQs and educational content
Example post: “Here’s our exact 5-step process for onboarding new clients.”
The Spontaneous Buyer – “Excite me to keep my attention”
These buyers thrive on urgency and excitement. They’re quick decision-makers if you capture their attention at the right moment.
What wins them over:
☑️ Flash offers or limited-time opportunities
☑️ Fun and interactive content like quizzes
☑️ Calls to action that encourage immediate action
Example post: “Book today and start tomorrow, skip the waitlist when you decide now!”
How to Balance All Four Buyer Types
The most effective content strategy doesn’t just focus on one personality; it cycles through all four. This way, you’re consistently connecting with different parts of your audience.
Example weekly content calendar:
Monday: Behind-the-scenes (Humanistic)
Tuesday: Before/after transformations (Competitive)
Wednesday: Step-by-step process (Methodical)
Thursday: Mini service announcement (Spontaneous)
By rotating content styles, you’ll build trust, inspire action, and book more clients.
Final Thoughts
You probably resonate most with 2–3 of these buyer types, and so do your clients. But to maximise your impact, make sure your content speaks to all four. When you create posts that tell stories, show results, explain details, and spark excitement, you’re setting yourself up for consistent client bookings.
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If you’re unsure how to apply these buyer personalities to your own brand, I’d love to help.
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