Jadele

Why Most Marketing Falls Flat (And How to Fix It)

Let me share something I see ALL the time with my clients: As business owners, we naturally create content that appeals to our own preferences. If you're detail-oriented (hello, spreadsheet lovers!), you likely share ALL the comprehensive information. If you're relationship-focused, you probably emphasize connection and community in everything you do.

And honestly? This feels super authentic! But here's the not-so-fun truth: it inadvertently alienates potential dream clients who process information differently from you. Yikes, right?

The solution? (And this is where I get really excited!) Understanding the four distinct buyer types and tailoring your marketing to speak to each one. Game. Changer.

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What Are the Four Buyer Types?

So let's talk about these four buyer types that I'm absolutely obsessed with. Through years of working with clients (and honestly, just paying attention to how people shop differently), I've seen these patterns play out again and again.

Think about it like this: people approach buying decisions in completely different ways. It's like some people read restaurant reviews before choosing where to eat, while others just walk in because the place "looks fun" or a friend recommended it.

These four distinct buying styles fundamentally change how people move from "just browsing" to becoming your client. Each type has their own set of preferences, priorities, and things that make them say "yes please!" versus "not right now."

Understanding these differences is like having a secret decoder ring for why some people instantly connect with your marketing while others need more nurturing.

1. The Analytical Buyer - The spreadsheet creator who values technical details over aesthetics

Key characteristics:

Data-driven and detail-oriented
Needs comprehensive information before deciding
Values logic, accuracy, and thorough explanations
Research-focused and methodical

What turns them off:

Vague claims without evidence
Emotional appeals without substance
Pressure to make quick decisions
Missing details about process or implementation

Analytical buyers represent approximately 25-30% of consumers. They're the ones who read every product specification, compare multiple options, and want to understand exactly how things work before committing.

2. The Driver Buyer - The efficient decision-maker who cuts to the chase and values time

Key characteristics:

Results-focused and bottom-line oriented
Makes decisions quickly when value is clear
Prioritizes efficiency and measurable outcomes
Values directness and authority

What turns them off:

Excessive details without clear benefits
Lengthy processes or explanations
Unclear ROI or outcome expectations
Indecisiveness or lack of confidence

Driver buyers make up roughly 10-15% of the market. They're often business leaders, entrepreneurs, or professionals who need to see clear, tangible results and appreciate straightforward, no-nonsense communication.

3. The Amiable Buyer - The relationship-focused buyer who chooses connection over features

Key characteristics:

Relationship-focused and community-oriented
Values personal connection and stories
Makes decisions based on trust and recommendations
Appreciates supportive, collaborative approaches

What turns them off:

Impersonal or purely transactional interactions
Aggressive sales tactics
Lack of social proof or testimonials
Cold, clinical content without personality

Approximately 30-35% of buyers fall into the amiable category. These individuals prioritize who they're working with over what they're buying, often seeking recommendations and wanting to feel a personal connection.

4. The Expressive Buyer - The emotion-driven purchaser who buys based on feeling and vision

Key characteristics:

Emotion-driven and intuitive
Makes quick decisions based on feelings
Values creativity, innovation, and excitement
Responds to visual and sensory experiences

What turns them off:

Boring or overly technical presentations
Rigid structures without room for creativity
Too much focus on details instead of vision
Lack of enthusiasm or inspiration

Expressive buyers constitute about 25-30% of consumers. They're drawn to innovative ideas, exciting possibilities, and communications that spark emotion and imagination.

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How Knowing Your Buyer Type Transforms Your Marketing

Understanding these four buyer types creates a powerful framework for effective marketing. Here's how it works:

Identify your natural type: Your own buyer type influences how you naturally communicate. Recognizing your default style helps you identify blind spots in your current marketing.
Expand your approach: Creating content that speaks to all four types ensures you're not inadvertently alienating potential dream clients.
Target specific stages: Different buyer types respond better at different stages of your marketing funnel—drivers may convert quickly from a results-focused landing page, while analyticals might need detailed nurturing through email sequences.
Improve conversion rates: When your marketing system addresses the needs of all four types, your conversion rates naturally improve as more prospects find their questions answered in ways that resonate with them.

Real-World Application: Building a Complete Client Attraction System

The most effective marketing systems incorporate elements for each buyer type throughout the customer journey:

Website: Includes both detailed information (Analytical) and emotional appeals (Expressive)
Email sequences: Balance relationship-building (Amiable) with clear results demonstrations (Driver)
Social content: Mix educational deep-dives with quick-win inspiration
Sales conversations: Adapt your approach based on buyer type signals

By building your marketing backward—starting with a solid foundation that appeals to all types—you create a system that consistently turns attention into paying clients.

Discover Your Buyer Type (And Your Marketing Superpower)

Okay, I'm genuinely SO excited about this part! Understanding your own primary buyer type is like finding the cheat code to your marketing. It reveals both your natural superpowers AND the blind spots that might be keeping dream clients from saying "yes!"

I've spent MONTHS creating this, and the response has been incredible! To discover your type and receive personalized recommendations for attracting more dream clients, take my free Whats Your Buyer Type Quiz. It takes just 2 minutes (I promise!), and you'll gain insights that will have you saying "OMG, this explains SO much about why I market the way I do!" Plus, you'll learn exactly how to expand your approach to connect with all four buyer types. (The messages I'm getting from people after they take this are making my whole week!)

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Beyond the Quiz: Implementing the Build It Backward Method

The Buyer Type framework is a fundamental component of the Build It Backward methodology—a strategic approach to creating an online presence that consistently converts.

Unlike the traditional approach of starting with social media and hoping for conversions, the Build It Backward method begins with your foundation and works backward:

Website Foundation: Creating clear pathways for all buyer types
Offer Suite: Developing options that appeal to different buying styles
Email Strategy: Nurturing relationships through tailored communication
Free Resources: Building trust with value-first content
Social Content: Driving visibility with purpose-driven messaging

Each component works together to create a seamless client journey from first touch to final purchase.

Want to See How It All Works Together?

I'm so excited to invite you to my FREE webinar, "Build It Backward: The Client Attraction Roadmap"! In this training, I dive deeper into how to create different types of content for each buyer type across various platforms.

You'll discover:

Exactly what content to create for Analytical, Driver, Amiable, and Expressive buyers
Which platforms work best for each buyer type
How to build a complete system that guides people from first touch to becoming paying clients
The most common mistakes businesses make when trying to attract clients online

This webinar is the perfect next step after discovering your buyer type through the quiz. You'll see exactly how to implement what you've learned!

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Ready to Transform Your Marketing?

Understanding the four buyer types is just the beginning, and I'm SO here for your journey! I literally cannot wait to see which type you are and how it transforms your approach to client attraction.

Take the What's Your Buyer Type? Quiz today to discover your client attraction superpower and finally build a marketing system that speaks to ALL four types (not just the ones that are naturally like you!).

Please, please, PLEASE message me after you take it! I'm collecting success stories and would love to feature yours. (Plus, I'm just genuinely curious which type you are!)

Remember: Building backward creates a system that consistently turns attention into actual paying clients! And isn't that what we all want? 💕

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Jennifer Miranda is the founder of Jadele Consulting, specializing in helping entrepreneurs build strategic marketing systems that consistently attract ideal clients. With a background in retail branding and systems development at The Olympic Club in San Francisco Jennifer has developed the Build It Backward methodology based on principles of sales psychology and consumer behavior. When she's not geeking out about buyer types, you can find her helping clients build systems that turn casual browsers into dream clients!

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