So, you’ve got a strong brand. You’ve got a killer product or service, and your overall vibe is on point. What comes next? Creating content that kicks đ
Not just any content, though. We’re talking about the kind that makes people stop scrolling, chuckle a little, maybe even say “OMG same,” and most importantly, take an action, particularly clicking that magical follow/buy/subscribe button.
If you’ve been in the marketing game for a while, chances are you’ve got a few tricks up your sleeve (or an entire playbook). But humour us for a secâlet us offer a fresh take on how to enrich your content, by understanding the four different buyer personalities.
What Are the Four Different Buyer Personalities?
Before we go any further, let’s get one thing clear:
These personalities aren’t meant to box people in. Real humansââwhich, all of your customers are, by the way ;)–are messy, complex, and often switch hats depending on their mood, needs, or even what they had for lunch.
So no, we’re not saying that each buyer has only one personality and responds to one type of content. That’s way too stiff.
Think of it more like this: people need a good, strong reason why they want to spend their hard-earned money on your product. When your content speaks to these different appeals in their mind, you unlock that powerful combo of moves that it takes to finally make them make a buying decision. So, it’s not about picking just one lane, but making sure your message can be more charming by incorporating all four.
Now that we got that cleared up, let’s get started on the different buyer personality types!
1. The Humanistic Buyer: “Tug My Heartstrings, Please? đ„ș”
A humanistic buyer approach is not just “look what we sell,” but “here’s why this matters.”
We once saw a fashion brand absolutely nail this approach. Instead of just launching a new clothing line with glossy product shots, they told a story about how the pieces were co-created with women from an indigenous community. The campaign evolved to be more than just about clothes; it was about purpose, about preserving cultural heritage. Suddenly, it wasn’t just a dress. It was a story you wanted to wear. And when people spend their money on them, they believe they can make the world a better place. They’re not just indulging in a product or wasting cash–they’re doing actual good and making a difference.
(If you felt some type of way reading thatâmaybe a little “awww,”âthen hey, we just might tug at your humanistic buyer appeal đ)
2. The Competitive Buyer: “Numbers. Wins. Receipts. Let’s Go. đ ”
Sometimes, we all just want to win. When coming in hot with this approach, the content should be data-driven, goal-oriented, and has a good edge–showing that what you’re selling actually outperforms competitors.
If you’re looking to create content with a competitive appeal, we can help you out, because here at Garaj, we don’t just talk results. Our award-winning team is trusted by hundreds of happy brands (yes, hundreds), helping them achieve measurable wins with standout digital services that add real value without breaking the bank. Growth, transparency, and making your brand shine? That’s our jam.
See what we just did there? We just used this appeal on you, hope it works! đ
3. The Methodical Buyer: “Woo Me with Logic, Not Sparkles đ”
Sometimes, as a buyer, we all just wanna plan, research, and deep dive until we’re sure what we’re buying works. We want no surprises, no vague promisesâjust clarity, structure, and maybe a well-labelled diagram or two. And don’t forget peer pressure–people are a lot more likely to buy something they think everyone else wants or needs.
The goal when incorporating this appeal in your content: Build trust by kicking uncertainty to the curb. The more your buyers understand, the safer they feelâand the safer they feel, the closer you are to getting that “yes.”
And here’s the kicker: âGE Capital Retail Bank finds that 81% of retail shoppers conduct online research before buying. So before you expect them to smash that “add to cart” button, give them what they crave:
- Step-by-step breakdowns of how your product or service actually works
- Comparison charts that spell out what makes you better (and why)
- FAQs that answer literally everything they might askâbefore they even ask it
- Case studies, whitepapers, or even a well-made demo video for the visual thinkers
- Basically, content that feels like a beautifully organized filing cabinet of truth.
Love how we just laid it all out like this? Maybe we just appealed to your methodical side đ€
4. The Spontaneous Buyer: “”Ooo Shiny! đ”
Yesss, let’s bring the âšchaotic goodâš energy for the Spontaneous Buyers! Let your content thrive on energy, novelty, and momentum. Give answersâfastâalong with exciting opportunities, and the chance to jump in right now; that’s when you’ll successfully attract this kind of appeal.
They’re the kind of person who’s bought something because they saw “Only 3 left!”, then panickedly searched for their card⊠Or watched a catchy 5-second product video and whispered “shut up and take my money”.
Very soon, we’ll also be sharing our go-to tips for creating catchy hooks in under 3 seconds for Reels and short videosâso if you’re looking to win the hearts of spontaneous scrollers, make sure you don’t miss that one!
Can we tell you exactly when that article’s going live? Honestly⊠no, but heyâif that still made you perk up a little, it’s ’cause each one of us has a spontaneous side too đ
Now, On How to Appeal to the Four Types⊠Without Sounding Like You’re Having Identity Crisis
Okay, now that you know that these four buyer types existâwhat’s the next step?
It doesn’t mean you have to select one appeal for every one content that you put out. That’s gonna make your content sound too flat, as every appeal won’t work every single time. Here’s why relying too heavily on a single appeal can backfire:
- Humanistic appeals work because they believe they’re doing some good in the world–but will they stay once the emotional high, feel-good feeling fades?
- Competitiveness sells because your product outshines the others–but does that mean that your product is a must have?
- Cold hard proof is great, but too much data can start to feel dry or robotic if overused.
- Spontaneity attracts, but if you use it too often, people will only buy from you when you’re having a sale instead of connecting with your real value.
Considering these limitations of each appeal, you’ll find that your most effective content often blends multiple appeals in one go. That humanistic headline? Sneak in a few stats in the body text. That spontaneous hook? Follow it up with some real value and a clear CTA.
Of course, there’s a right and a very, very wrong way to mix those appeals.
Let’s say your ad proudly claims:
“This chocolate rescued little Susan from a tree!! Unlike that OTHER loser chocolate brand that hasn’t even climbed a tree!”
Yikes. Talk about a jarring mess of heartwarming and hostile.
Now compare it to:
“This chocolate rescued little Susan from a tree. We’re deeply passionate about creating treats that put people (and trees) first. Did you know 9 out of 10 chocolates can’t climb trees at all? We continue to urge our fellow brands to prioritise safety over shortcuts. Until then, pleaseâchoose Tree-Climbing Chocolate as it’s only available in very limited quantities.”
Still heartfelt, still informative, still playfulâmaking all these appeals still feel like one seamless story.
Remember: the magic isn’t in picking one lane; it’s in switching gears smoothly without crashing the vibe, and definitely without losing your brand voice.
So, How Does This Actually Help You Sell Better?
If you’ve read until this part, great–you’re probably still wondering if knowing this whole theory on different buyer personalities can actually help you make real conversions.
Here’s a quick way to check: Think back on the last few weeks of your brand’s content. Have you used these different angles to make your content more powerful? Or did it lean a little too heavily on just one appeal, despite each audience having multiple dimensions of appeals?
If you’re unsure, that’s okay–that’s why we’re here to help!
At Garaj, we don’t just help you create content. We’ll sit with you and truly understand your goals and values–then we’ll audit your past content, suggest how to improve them from there, and craft stronger, more resonating campaigns that speaks to humansâno matter which personality hat they’re wearing that day.
You don’t even need to completely overhaul your marketing strategy! With us, your marketing will be less of a guessing game and more of a connection tool.
So reach out, say hi, and let’s chat about how we can help you hit those marketing goals with an approach that actually works. đ„đ