Strategy 101: The 4 Buyer Personas

Here’s something I see all the time with founders who are good at what they do. They have smart offers, solid products, decent traction... but growth has stalled.

They’re creating content for one type of buyer.
Usually… themselves.

It’s not laziness. It’s human nature. We explain things the way we like to receive information. The problem? There are at least three other types of buyers quietly scrolling past, not because your offer is wrong – but because it’s not landing for them.

In a session I was in recently, this came up in a way that really stuck with me: there are four main buyer types, and most brands only ever speak to one.

Let’s fix that.

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The four buyer types (and what they’re actually looking for)

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1. The Driver

Outcome-focused. Efficient. Decisive.

Drivers don’t want the backstory. They want the result.

• What will this do for me?
• How fast?
• What changes if I say yes?

If your content leads with feelings, philosophy or process, they’re already gone.

They convert when you’re clear, direct and confident.

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2. The Analytical

Logic-led. Detail-oriented. Quietly sceptical.

These are the people reading your FAQs. Twice.
They care about:

• Evidence
• Accuracy
• Process
• Risk

They don’t need hype – they need reassurance.
If your content skips over the “how”, the “what happens next”, or the specifics, they won’t move.

They convert when they feel informed, not sold to.

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3. The Expressive

Emotion-led. Creative. Possibility-driven.

Expressive buyers want to know:

• How will this feel?
• What does this unlock?
• Who do I become on the other side?

You can give them the same outcome as a Driver – but framed differently.
Not just what happens, but why it matters.

They convert when they feel inspired and seen.

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4. The Amiable

Relationship-driven. Trust-led. Human-first.

These buyers care deeply about who they’re buying from.
They’re asking:

• Can I trust you?
• Do you get people like me?
• Are your values real?

This is where brand values, founder presence, and behind-the-scenes content really earns its keep – even in product-based businesses.

They convert when there’s genuine connection, not polish.

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The uncomfortable truth

If you’re only creating content for your buyer type, you’re ignoring up to 75% of your potential audience.

The good news? You don’t need more ideas.
You need more lenses.

The smartest founders don’t reinvent their content – they reframe it:

• One post, four angles
• One offer, four entry points
• One sales page that answers all four sets of questions

This is just as important on your sales pages as it is on social. If only one buyer type feels catered for, the others quietly hesitate – and hesitation kills conversion.

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A simple challenge

Take a piece of content you’ve already made and ask:

• How would a Driver read this?
• What would an Analytical still be missing?
• Where’s the emotional payoff for an Expressive?
• What builds trust for an Amiable?

You don’t need to become someone else.
You just need to stop assuming everyone buys like you do.

That shift alone can change everything.

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