January 31, 2025 • 10 mins
Want access to the book? go to PlatformGrowthBooks.com
Mastering the Art of Selling: Understanding & Appealing to Four Types of Buyers
In this enlightening episode, we dive into the wisdom of David Ogilvy and explore his timeless lessons on understanding and appealing to four distinct buyer types. We start by revisiting Ogilvy's iconic Rolls Royce ad campaign and how it succeeded by addressing the needs of spontaneous, methodical, social proof, and deadline-driven buyers. Learn why a one-size-fits-all marketing approach often results in failure and discover the importance of segmentation in crafting compelling messages tailored to each buyer type. By the end of this episode, you'll gain practical insights on enhancing your marketing strategies to resonate with every customer segment, turning your 'meh' offers into 'must-haves'. Plus, get hands-on with an exercise designed to help you brainstorm and develop targeted messages for each buyer type, ensuring your sales efforts are both efficient and effective.
00:00 Introduction: The Four Types of Buyers
00:04 The Success of Ogilvy's Rolls Royce Campaign
01:31 Why Understanding Buyer Types Matters
01:54 Common Marketing Pitfalls
03:00 The Power of Segmentation
03:36 Deep Dive: The Four Buyer Types
05:53 Practical Exercises to Apply Buyer Knowledge
07:03 Crafting Targeted Marketing Messages
08:24 Conclusion: Key Takeaways
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 43 (01:12):
Chapter 14, Understanding the Four Types of
Buyers.
David Ogilvie knew how to sellto people.
His famous ad campaign for RollsRoyce in the 1960s proved it.
The headline read, at 60 milesan hour, the loudest noise in
this new Rolls Royce comes fromthe electric clock.
Ogilvy understood that differentpeople buy for different
(01:34):
reasons.
Some are spontaneous, jumping atthe chance to own the latest and
greatest.
Others are methodical, needingevery last detail before making
a move.
Then, there are the social proofbuyers who look at what others
are doing.
And of course, the deadlinedriven folks who wait until the
last minute to decide.
(01:55):
Ogilvy's Rolls Royce ad hadsomething for everyone.
The spontaneous buyers werehooked by the novelty of an
electric clock being the loudestnoise in a car.
The methodical crowd got theirfill.
They heard about technicaldetails.
They learned about the vehicle'sconstruction and performance.
Social proof came from theimplication that Rolls Royce
(02:16):
cars were the choice ofdiscerning buyers.
And the deadline driven?
Well, they knew they had to actfast if they wanted to be seen
driving the latest statussymbol.
The results spoke forthemselves.
The ad campaign was a smashingsuccess, cementing Rolls Royce's
reputation as the ultimateluxury car.
(02:37):
And it was all because DavidOgilvie understood the four
types of buyers, And how toappeal to each of them.
So what does this have to dowith you and your validation
offers?
Everything.
If you want to turn your ideasinto income, you need to know
how to sell to all four buyertypes.
In this chapter, we'll dive deepinto what makes each type tick
(02:57):
and how you can craft yourmessaging to resonate with them,
Get ready to take your offersfrom meh to must have.
Speaker 44 (03:03):
Understanding the four types of buyers.
You've poured your heart andsoul into creating an offer
that, you know, will changelives.
You've spent countless hoursperfecting every detail from the
content to the packaging.
You hit publish, sit back andwait for the sales to roll in.
But crickets, nada.
(03:24):
Zilch.
What gives?
Chances are, you've fallen intothe trap that snags so many
entrepreneurs.
You're using a one size fits allapproach to marketing, trying to
sell to everyone the same way.
But here's the thing.
We all buy differently.
Some of us are impulsive, readyto whip out our wallets at the
(03:44):
first sign of something shinyand new.
Others need to mull it over, dotheir research, and weigh every
pro and con before making amove.
You fail to account for thesebuyer motivations and decision
making processes.
Then, you're leaving money onthe table.
A lot of it.
You might as well be shoutinginto the void, hoping that
someone, anyone, will hear youand take action.
(04:08):
But it doesn't have to be thisway.
The secret to sellingsuccessfully?
Segmentation.
Divide your audience into fourbuyer types.
Tailor your messaging to eachgroup.
This way, you can createmarketing that resonates deeply.
No more wasted ad spend orlackluster launches.
Think about it like this.
If you were selling a car, wouldyou use the same pitch for a
(04:30):
speed demon who craves newthings as for a cautious family
man who puts safety first?
Of course not.
So why would you use the sameapproach for your offers?
Next, we'll cover the four buyertypes.
We'll see how to craft yourmarketing to appeal to each
group's unique mind and journey.
Get ready to watch your salessoar.
Speaker 45 (04:49):
Four types of buyers ready to rev up your sales
engine.
Here are the four steps tomastering the art of selling to
all buyer types.
Type one spontaneous buyers.
First up, let's talk about thosespontaneous buyers.
They're the ones who get firedup about anything new and
exciting.
To hook them, you need toemphasize novelty and spark
(05:10):
their curiosity.
Think about those impulsepurchases at the supermarket
checkout.
Spontaneous buyers just can'tresist something fresh and
intriguing.
Your key takeaway?
Play up the newness factor toget these folks on board.
Type, Methodical buyers.
Next, we've got the methodicalbuyers.
(05:30):
These are the people whocarefully weigh every decision
and need all the details beforetaking the plunge.
They're not going to buy on awhim.
They want to know exactly whatthey're getting into.
Research shows that providingcomprehensive product info can
boost conversions by a whopping80%.
So, your mission is topreemptively address any
questions or concerns thesemeticulous buyers might have.
(05:54):
Type 3.
Social proof buyers.
Let's talk about the socialproof buyers.
They're the ones who look toothers experiences to validate
their own purchase decisions.
They want to know that they'remaking a smart choice.
And they trust the opinions ofpeople who have been there and
done that.
As psychologist Robert Cialdiniput it, we view a behavior as
(06:16):
more correct in a givensituation to the degree that we
see others performing it.
Your key takeaway?
Leverage customer successstories and testimonials to show
these buyers that they're ingood company.
Type four.
Deadline driven buyers.
Finally, we've got the deadlinedriven buyers.
(06:36):
These folks are motivated byscarcity and limited time
opportunities.
They don't want to miss out on agood thing.
So they'll wait until the lastminute to make their move.
Just look at the California goldrush of 1849.
Hordes of buyers were clamoringto stake their claims before it
was too late.
Your key takeaway, use timesensitive offers.
(06:57):
And highlight the fear ofmissing out to light a fire
under these buyers and compelthem to act master these four
types of buyers.
And you'll be well on your wayto selling to all buyer types
like a pro in the next section,we'll dive into some practical
exercises you can use to putthis knowledge into action.
Speaker 46 (07:15):
Today's exercise, find an idea for each buyer
type.
All right, let's get practical.
It's time to put all this buyertype knowledge to work and start
crafting some killer marketingmessages.
Here's your mission.
Should you choose to accept it?
Block off 10 to 15 minutes rightnow and dive into a
brainstorming session.
Your goal?
(07:36):
To come up with ways toincorporate appeals to each
buyer type in your validationoffer messaging.
Start by thinking about youroffer from the perspective of
each buyer type.
What would hook a spontaneousbuyer?
How can you provide the detailsthat methodical buyers crave?
What social proof can youleverage to win over skeptics?
And how can you create a senseof urgency for those deadline
(07:59):
driven folks?
Jot down every idea that comesto mind, no matter how wild or
out there it might seem.
Remember, this is brainstorming.
There are no wrong answers.
Once you've got a solid list ofideas, it's time to start
crafting your messages.
Take one idea for each buyertype and flesh it out into a
full fledged marketing message.
(08:21):
Think about the language, tone,and style that will resonate
with each group.
For example, your message forspontaneous buyers might be,
Introducing the brand new XYZprogram.
It's the freshest, most excitingway to achieve desired result.
Get in on the ground floorbefore everyone else catches on.
For methodical buyers, you mightsay, Discover the proven XYZ
(08:42):
system for achieving desiredresult.
Our program includes manydetails about what's included,
so you know exactly what you'regetting.
Plus, our 30 day money backguarantee means you can try it
risk free.
Your social proof message couldbe, Join the thousands of target
audience.
(09:03):
They have already achieveddesired result with the XYZ
program.
Here's what just a few of themhave to say.
Insert testimonials.
For buyers with deadlines, youmight say, Last chance to get
the XYZ program for X dollars.
This offer ends in timeframe.
So grab this chance to achievedesired result.
(09:25):
Crafting these targeted messageswill help you connect with each
buyer type more deeply.
It will also increase thelikelihood of them saying yes to
your offer.
Give it a try and see how itimpacts your sales.
Key takeaways.
Cater to all four buyer types.
They are spontaneous,methodical, and efficient.
Social proof and deadlinedriven.
(09:48):
This will help you sell yourvalidation offers like hotcakes.
Match your marketing to eachgroup's unique motivations and
watch your sales soar.
Sprinkle in novelty,information, social proof, and
urgency to make your offerirresistible to every buyer
type.
Hello and welcome to the market.
(00:01):
Your message show.
I'm your host, JonathanMilligan.
And we are going through thethird book in the series.
Validate your offer.
This is an important bookbecause a lot of people will
start their business online.
And then they're trying tofigure out how do I create
(00:21):
something that people will wantand how do I do it without
wasting time?
And that's what this third bookin my book series is all about.
Now as a thank you for being aloyal podcast listener, I am
making the audio book availableone chapter at a time every
single week.
And as you're listening to this,we are currently going through
(00:43):
that.
Validate your offer.
Now, if you ever want the audiobook or you want the book or the
workbook, you can go to platformgrowth, books.com again, it's
platform, growth books.com, andyou could order one of those.
And of course, listen, as you gothrough the book or use the
workbook to implement what youhear.
(01:06):
In each episode.
So with that being said, let'sjump right in to today's
chapter.
Speaker 43 (01:12):
Chapter 14, Understanding the Four Types of
Buyers.
David Ogilvie knew how to sellto people.
His famous ad campaign for RollsRoyce in the 1960s proved it.
The headline read, at 60 milesan hour, the loudest noise in
this new Rolls Royce comes fromthe electric clock.
Ogilvy understood that differentpeople buy for different
(01:34):
reasons.
Some are spontaneous, jumping atthe chance to own the latest and
greatest.
Others are methodical, needingevery last detail before making
a move.
Then, there are the social proofbuyers who look at what others
are doing.
And of course, the deadlinedriven folks who wait until the
last minute to decide.
(01:55):
Ogilvy's Rolls Royce ad hadsomething for everyone.
The spontaneous buyers werehooked by the novelty of an
electric clock being the loudestnoise in a car.
The methodical crowd got theirfill.
They heard about technicaldetails.
They learned about the vehicle'sconstruction and performance.
Social proof came from theimplication that Rolls Royce
(02:16):
cars were the choice ofdiscerning buyers.
And the deadline driven?
Well, they knew they had to actfast if they wanted to be seen
driving the latest statussymbol.
The results spoke forthemselves.
The ad campaign was a smashingsuccess, cementing Rolls Royce's
reputation as the ultimateluxury car.
(02:37):
And it was all because DavidOgilvie understood the four
types of buyers, And how toappeal to each of them.
So what does this have to dowith you and your validation
offers?
Everything.
If you want to turn your ideasinto income, you need to know
how to sell to all four buyertypes.
In this chapter, we'll dive deepinto what makes each type tick
(02:57):
and how you can craft yourmessaging to resonate with them,
Get ready to take your offersfrom meh to must have.
Speaker 44 (03:03):
Understanding the four types of buyers.
You've poured your heart andsoul into creating an offer
that, you know, will changelives.
You've spent countless hoursperfecting every detail from the
content to the packaging.
You hit publish, sit back andwait for the sales to roll in.
But crickets, nada.
(03:24):
Zilch.
What gives?
Chances are, you've fallen intothe trap that snags so many
entrepreneurs.
You're using a one size fits allapproach to marketing, trying to
sell to everyone the same way.
But here's the thing.
We all buy differently.
Some of us are impulsive, readyto whip out our wallets at the
(03:44):
first sign of something shinyand new.
Others need to mull it over, dotheir research, and weigh every
pro and con before making amove.
You fail to account for thesebuyer motivations and decision
making processes.
Then, you're leaving money onthe table.
A lot of it.
You might as well be shoutinginto the void, hoping that
someone, anyone, will hear youand take action.
(04:08):
But it doesn't have to be thisway.
The secret to sellingsuccessfully?
Segmentation.
Divide your audience into fourbuyer types.
Tailor your messaging to eachgroup.
This way, you can createmarketing that resonates deeply.
No more wasted ad spend orlackluster launches.
Think about it like this.
If you were selling a car, wouldyou use the same pitch for a
(04:30):
speed demon who craves newthings as for a cautious family
man who puts safety first?
Of course not.
So why would you use the sameapproach for your offers?
Next, we'll cover the four buyertypes.
We'll see how to craft yourmarketing to appeal to each
group's unique mind and journey.
Get ready to watch your salessoar.
Speaker 45 (04:49):
Four types of buyers ready to rev up your sales
engine.
Here are the four steps tomastering the art of selling to
all buyer types.
Type one spontaneous buyers.
First up, let's talk about thosespontaneous buyers.
They're the ones who get firedup about anything new and
exciting.
To hook them, you need toemphasize novelty and spark
(05:10):
their curiosity.
Think about those impulsepurchases at the supermarket
checkout.
Spontaneous buyers just can'tresist something fresh and
intriguing.
Your key takeaway?
Play up the newness factor toget these folks on board.
Type, Methodical buyers.
Next, we've got the methodicalbuyers.
(05:30):
These are the people whocarefully weigh every decision
and need all the details beforetaking the plunge.
They're not going to buy on awhim.
They want to know exactly whatthey're getting into.
Research shows that providingcomprehensive product info can
boost conversions by a whopping80%.
So, your mission is topreemptively address any
questions or concerns thesemeticulous buyers might have.
(05:54):
Type 3.
Social proof buyers.
Let's talk about the socialproof buyers.
They're the ones who look toothers experiences to validate
their own purchase decisions.
They want to know that they'remaking a smart choice.
And they trust the opinions ofpeople who have been there and
done that.
As psychologist Robert Cialdiniput it, we view a behavior as
(06:16):
more correct in a givensituation to the degree that we
see others performing it.
Your key takeaway?
Leverage customer successstories and testimonials to show
these buyers that they're ingood company.
Type four.
Deadline driven buyers.
Finally, we've got the deadlinedriven buyers.
(06:36):
These folks are motivated byscarcity and limited time
opportunities.
They don't want to miss out on agood thing.
So they'll wait until the lastminute to make their move.
Just look at the California goldrush of 1849.
Hordes of buyers were clamoringto stake their claims before it
was too late.
Your key takeaway, use timesensitive offers.
(06:57):
And highlight the fear ofmissing out to light a fire
under these buyers and compelthem to act master these four
types of buyers.
And you'll be well on your wayto selling to all buyer types
like a pro in the next section,we'll dive into some practical
exercises you can use to putthis knowledge into action.
Speaker 46 (07:15):
Today's exercise, find an idea for each buyer
type.
All right, let's get practical.
It's time to put all this buyertype knowledge to work and start
crafting some killer marketingmessages.
Here's your mission.
Should you choose to accept it?
Block off 10 to 15 minutes rightnow and dive into a
brainstorming session.
Your goal?
(07:36):
To come up with ways toincorporate appeals to each
buyer type in your validationoffer messaging.
Start by thinking about youroffer from the perspective of
each buyer type.
What would hook a spontaneousbuyer?
How can you provide the detailsthat methodical buyers crave?
What social proof can youleverage to win over skeptics?
And how can you create a senseof urgency for those deadline
(07:59):
driven folks?
Jot down every idea that comesto mind, no matter how wild or
out there it might seem.
Remember, this is brainstorming.
There are no wrong answers.
Once you've got a solid list ofideas, it's time to start
crafting your messages.
Take one idea for each buyertype and flesh it out into a
full fledged marketing message.
(08:21):
Think about the language, tone,and style that will resonate
with each group.
For example, your message forspontaneous buyers might be,
Introducing the brand new XYZprogram.
It's the freshest, most excitingway to achieve desired result.
Get in on the ground floorbefore everyone else catches on.
For methodical buyers, you mightsay, Discover the proven XYZ
(08:42):
system for achieving desiredresult.
Our program includes manydetails about what's included,
so you know exactly what you'regetting.
Plus, our 30 day money backguarantee means you can try it
risk free.
Your social proof message couldbe, Join the thousands of target
audience.
(09:03):
They have already achieveddesired result with the XYZ
program.
Here's what just a few of themhave to say.
Insert testimonials.
For buyers with deadlines, youmight say, Last chance to get
the XYZ program for X dollars.
This offer ends in timeframe.
So grab this chance to achievedesired result.
(09:25):
Crafting these targeted messageswill help you connect with each
buyer type more deeply.
It will also increase thelikelihood of them saying yes to
your offer.
Give it a try and see how itimpacts your sales.
Key takeaways.
Cater to all four buyer types.
They are spontaneous,methodical, and efficient.
Social proof and deadlinedriven.
(09:48):
This will help you sell yourvalidation offers like hotcakes.
Match your marketing to eachgroup's unique motivations and
watch your sales soar.
Sprinkle in novelty,information, social proof, and
urgency to make your offerirresistible to every buyer
type.
Popular Podcasts
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.