3 Classes of Buyers…and How to Formulate Your Copy to Sell to Each

By:  Renae E. Gregoire
The Write Idea
www.ineedcopy.com
©2003

Has anyone else out there “had it” with those long, schmoozy sales letters where the writer sounds like he’s about to pee his pants because he (or she)’s so EXCITED about the offer?

You know what I mean…one of those letters that drags on forever…WITH LOTS OF CAPS and underlined words…and with… 

§       Series

§       After

§       Series

§       Of

§       Bullet

§       Points… 

…making you sludge through to find out what you really want to know: 

WHAT WILL I GET WHEN I BUY THIS FROM YOU?

Here’s an example:

And here’s where the letter actually starts!  274 words later!

Ok, my goal is *NOT* to knock the writers of these sales letters.  You know why?  Because they’re well written.  And…because they actually SELL.

But they don’t sell to consumers like me.

Sales letters of this caliber turn consumers like me off in a jiffy.  Why?  Because when I’m looking to buy something, I already know WHY I want to buy it.  You don’t have to *sell* me, per se.  But you do have to educate me and tell me what I’m going to get when I fork over my money; how I can use what I’m buying; and why I should buy it from YOU when 248 other people are selling the same thing.

Buyer Class #1:  Dreamers

Emotional sales letters like the example above DO sell to one class of consumers:  unsophisticated/uneducated buyers, opportunity seekers and “dreamers.”

These people are sold based on emotions…on promises.  They are sold when you can get them visualizing the promised benefits happening to them…when you can get them to think, “All I have to do is pay this guy $348 and I’ll have $10,000 in extra income—guaranteed!”

Dreamers tend to buy on impulse, so your sales letters really have to pack an emotional punch.  And after you grab hold of their emotions, you need to give them some “reasons” for buying.  After all, who among us would admit to our circle of friends that we bought a product because we were simply “sucked in”?

Reasons, or rationale, for buying include:

• Lots of free bonus materials (10 free cassettes, 4 free ebooks and a partridge in a pear tree—these freebies are typically “WORTH MORE THAN THE PRICE OF THE PRODUCT ALONE!”  This way, a buyer can say, “But I really bought this just for the freebies!”

• Features that buyers want, such as free updates for software products, or safety awards for vehicles, for example.

• A money-back guarantee to give buyers a sense that they’re not being snookered.

Buyer Class #2:  First-time buyers, end users, entrepreneurs and C-level executives

This class of buyer buys based on benefits, and perhaps with a hint of emotion.  These buyers, like me, want to know:  “What do I get from that?”  We, as a group, may not care about all the technical details and features of your product or service.  We just want to know how it’s going to help us solve whatever problem we have.

Class 2 buyers tend to buy based on the promise of some end result or solution.  They know they have a problem.  It’s up to you to show that you’re the person or firm to solve it.

Writing for this class is typical for selling new products and services, or products and services that are not available everywhere.  You have to show a near-term value of what you’re selling.  C-level executives and entrepreneurs look for proof of value:

• Case studies
• ROI anaylses
• Explanations of how you provide your service, or how your product will do what it promises

Buyer Class #3:  Sophisticated and experienced users, hobbyists, enthusiasts, experts, previous buyers, knowledgeable buyers, engineers, technical buyers

This class of buyer buys based on a little bit of benefits, but more on features—especially features your product or service has that others do not.  These people have been around the block already.  They know your product or service is valuable.  So your goal here is to convince them why they should buy from you instead of from the other guy.

Do this by differentiating your product or service.  Show how and why you’re better.  And be detailed about it.  Don’t just say, “We’re better.”  Experienced buyers won’t fall for that.  They want you to present them with the facts and features, and let them decide who is better for themselves.

Need help figuring out which type of copy you need to sell your product or service?  Get in touch with me today for a free consultation.