646: The 9 Buyers: The Key to Stronger Connections and Easier Sales

25:05It's a very human story. And you can't really overuse that framework. Okay. This has got to be, you know, for certain brands, I'm thinking of like a real tough, you know, masculine, you know, Spartan race type of brand is like probably not going to need to include something like this. Like people are not looking for belonging and safety aside from they go, okay, there's a big group of people that are going to go through this pain and suffering with me. But the, you know, this feel felt found framework, this was taught in like sales training, overcoming objections. Hey, I understand you're feeling this certain objection or you have this fear over hitting by.

25:38In fact, when I was starting out, I felt the same way. And here's ultimately what we found or what we found from dealing with hundreds of customers at this point. It's kind of like walking through, here's why your concern is valid. And here's what we've done to address that concern and still give people the positive result. Reassuring. There is also this concept of a safety and excitement scale because everything's on a spectrum. And so if you have a really tough brand like that, you're going to do a race, everybody's going to go together, and you are going to test yourself to the absolute limits.

26:10Well, if I believe that I am some tough guy and I've done all these things before, how do I know that this is going to be worth it? Is it going to be as extreme as you promised? Am I going to get as muddy as you promised? Am I going to test my ultimate, ultimate limits? Even someone like me who's bad to the bone, are you sure? so you can reassure them by showing pictures and video clips of other people who did the event and came out just absolutely plastered in mud and grinning from ear to ear because that's the outcome they're looking for. So how can you show them that they're going to get the outcome that they're imagining?

26:42It's not just your words. It's everything else that you're doing in your marketing to show they'll get the outcome that you promised. Okay. And if you can include some sort of visual cues here, I think that that may be helpful. Yeah. Oh, so that's another really important thing is I'm a writer. I like words. And often, as hard as this is for me, words are not the best way to get across the ideas. So what I do is I write a lot of words, and then I give them to other people who are in other departments, and they turn the words into visuals. And maybe there's a color theme, and maybe there's a video, and maybe there's some sort of sound.

27:17And then I can go back to the copy and cut half or even more of it because the ideas have made it in without the use of words. Is there an element here of safety in numbers where, you know, if you have been doing a thing for a while and be like, hey, you know, hundreds of happy customers can't be wrong, or we've already got a community of a thousand people come on in the water's warm, like this feeling of belonging and safety rather than somebody kind of sticking their neck out for the first time. And it feels like really vulnerable. There are people who like to be first timers. I like to be in the first wave of a thing.

27:52So if I take a course, I want it to be someone who's doing it for the first or second time. And you want like to be that beta tester crowd. But that's just me. And other people want it when all the kinks are smoothed out, when the worksheets are beautiful, when the community's active and flowing, and they want all of that. And so what you need to do is pick the person that you like working with the most. if you want somebody who is going to come into an existing community and help it continue to grow and be stable that's the person you talk to if you want somebody who's going to be in the rough and tumble with you and they don't care about a worksheet and you're just trying to beta test this thing then you speak to that person so that one is a choice that you get to make okay and you can tell it either way like hey it's early i need feedback you're going to work directly with me There's different ways that you could spin that.

28:44So that's your number six, the reassure me persona, buyer persona. Number seven is the entertain me person. This is like, I'm picturing like orange on some of these personality tests, like optimistic, happy, fun, loving, adventurous type of person. What do you see effective in speaking to these people? Okay, so I like to try to make things fun, but I am not the most fun. My friends are very fun. You give them an opportunity at a stage and they are making it happen. So I like to dance and I've been on dance teams for years that I am far from the best performer on the team. That's all of my other teammates.

29:23They're in the front row. If they forget the choreo, it doesn't matter. It's all personality. and there are so many people that want to have that experience, even if they're not the entertainer on the stage. They either want to think of themselves like that, or they're just stomping through life, a dreary, boring, a lot of us are sleepwalking through life. And if you see a cat video, sometimes that's enough to make your day. And so if you have that in your personality as the business owner, and you're willing to infuse a little bit of that in your copy, of course, Not every brand lends itself to that.

29:57But for example, my son writes for SaaS. Software is a service you don't think of as an entertaining thing. But he does posts for them on LinkedIn that have a little bit of wit, not all the way up to humor, not slap your knee funny, but just a little bit of lightness to them. And that's enough to set that company apart because nobody else in the industry is doing that. So you don't have to go super extreme with it. but just a touch of showing that you're human and that it would be worth it to stop the scroll and to read that little bit of what you have to say. Got it, got it. And you see this on YouTube all the time with like a pattern interrupt where it's just kind of like breaks you out of that, you know, whatever the thing is, it's like, oh, you know, kind of re-engages your attention.

30:41You see it in emails, people putting in GIFs or meme breaks in their emails, just to break it up and show a little bit of your personality. and I don't know, I think that's a lot of fun and it kind of helps people relate to the creator as a person. Yep, another interesting thing about this entire concept is all nine types. We know all the regular sales techniques. There've been many books written on them and whether you prefer one or the other, we know a lot of that stuff works. And part of that is what we talked about before, painting a picture, gap, a little bit of the pain. And the question becomes, you painted a dream you widened the gap, but why or why not?

31:24Why did they buy? It's really such an interesting question. And so these kinds of things could be the thing that tips them over. So if I show up and I do a little song and dance for you, does that mean you're going to buy my vitamins? No, that's ridiculous. But if you set up everything else, you showed me the proof, You demonstrated that it will give me the outcome I want. It's reasonably priced. It's guaranteed. The support is there if you need it. And by the way, we are the humorous brand that stopped your scroll. That for this kind of buyer, that might be just enough. Yeah, I'm trying to think of some examples, like probably like MeUndies, like a playful example, like all their branding is cutesy and double entendros and stuff.

32:08There's probably other examples of other brands that kind of where there's a clear personality around it behind it. even like look at it with like Wendy's on Twitter, where they're just constantly trolling other fast food chains. And it's just makes people more feel a greater affinity towards that brand. Yeah. Because what are they really selling? Fast food hamburgers. What's interesting about that? But they went out of their way to make it more engaging. Very good. All right. That's the entertain me buy. I really like that one. And I think people could have some fun with that. Number eight is the empower person persona.

32:37What's up with them? This person wants control. And so maybe I don't want to have to email customer service to get the thing refunded. Maybe I just want to go to the website myself, click the button and have it magically happen. You were talking about hotels. Okay, well, maybe I don't want to have to call the reservation center again and be on hold for who knows how many hours. Maybe I just want to be able to go and take care of that myself. Yeah. I was canceling a service recently and it was like, you need to, you know, here's the Calendly link to set up a cancellation call. Like, are you kidding me?

33:08Are you kidding me? Like, I just want to click the button. And I was like, it just totally reaffirmed my position. It's like, I do not want to do business with you anymore. It's like, yeah, I want to be in control. And so the language could be around, hey, this is a self-driven kind of thing. You're going to have access 24-7. Is that how you would kind of frame it? So the ability to change your own flights without having to wait on hold, to cancel hotel, to get a refund, all of that is really important. And to just communicate to people that they have that ability, that they are not helpless, that they are not alone, that they, it is in some ways, the opposite of support.

33:41And in some ways, it's very much like support because the ability to do things on your own does feel supportive in that specific way. So sometimes people just want to be able to do it themselves. Got it. Okay. So speaking to that person, hey, you can do it. We're here to help if you need something, but you're in the driver's seat here. Yeah. That's really interesting too, because we were talking earlier about things that products where you have to do the work to get the outcome. And so you say, we're here for you. We've got a community, everything you need. And oh, by the way, here's every tool, here's every worksheet, you are in the driver's seat.

34:14So now you've got both sides. So you are talking to either two different people, or you were talking to both sides of that person's deep seated worry. And they might never tell you that's what they're worried about. So it's good to just casually mention it. I find a lot of people almost in the permission seeking persona, if I don't know which category that would fall under. That's probably closest to this one. Yeah. They want some level of somebody else to say, it's okay to go do that thing, to start that business, to begin this workout program, to do whatever it's to buy this product. You know, am I, am I allowed to do that?

34:49Am I going to fail? Like there's this fear of failure. There's this fear of like, well, I've never done it before. So who am I, am I going to be okay to do that? And I kind of felt that same way, like quitting my job, my one and only corporate job. Like, is this allowed? Like, this is what I went to school to do. This is what you're supposed to do. I follow the path. And like, there was still this moment of fear and anxiety over, like, can I really cut my own paycheck? Like, sure, it's been working, but is it going to continue to work? And like, you know, nobody was really there to push that empowerment button and say, okay, you got to, now you're in charge here.

35:24Yeah. People wonder, can I empower other people in that way? Am I disrespecting the fact that they're adults by doing that? And the answer is just go ahead and say it because there are times in our lives when we just need someone to say, it's okay. You've got this. I trust you. I believe in you. You can do this. And it might seem a little weird because you don't know that person. I'm going to write in an email. You have full power to do this thing, but yes, just go ahead and put it in there. Someone is going to need to hear that. Yeah. That's what we're trying to do with the show. Empower people to go out and make extra money.

35:57So this is a really important one if you're trying to instill some kind of behavioral change, some kind of lifestyle change. Number nine is this invite me buyer who is, you know, maybe I relate to this person as well. They're kind of like more methodical in their decision making, perhaps like, I'm going to think of this, like the I want to think about it person. This one I struggled with quite a bit because it is so on the nose. If you thought the other ones We're clear and simple. This one's crazy. You have to let people know that you're throwing a party on Thursday night and it would mean a lot to you if they would come.

36:31Please come. You have to say it because people won't figure that out on their own. Everybody thinks they're imposing, even if it's money. I'm going to sell you this cheesecake. I own a bakery. I'm going to sell you this cheesecake. I don't know. Maybe it was a special order. Maybe it's not for me. Maybe it's the display model. You have to tell people, please come, please buy. And you have to say it in multiple places too. You might say it at the top of your sales center. If you have one of those leads that's like horse for sale, which happens sometimes you just have to straight up sell things.

37:04And then you'll say it in your conclusion. You're like, hey, and there's no risk and you get two for one and like, bye now. And then you're going to need to say it on the button copy. You're probably going to have to say it on your confirmation page. you just bought. So make sure people are very clear that they are invited to do whatever it is. Interesting. Yeah, make it may seem obvious to you, but it might not be obvious to the buyer. And this is where you may have, you know, some heat map testing or even like recorded. There's some services where you can get a screen recording of different users on the page, like to see where the confusion may set in.

37:37I think this is really interesting. I'll get comments on blog posts, like we'll do a product review. Well, how do I sign up? And you're like, really? There was like 17 links in the article. Like you could click any of that, any of the side up. It's like, did you, did you try? It was just, it's, it's really, really interesting to see. Okay. Maybe, maybe we didn't make it obvious enough. We needed a bigger button or something. Yeah. A lot of times I think, cause I'm in my own stuff so much. And so I think I've been clear. And sometimes I even wonder, like some of my links say, click here to do X.

38:07I'm like, do I really need to tell people to click here to do X? And the answer is yeah, at least once. So I'm thinking of a certain set of emails that I have go out and the pattern is always two links and the one hot links some sort of phrase or a benefit or something that I think has some sort of emotional appeal or fits one of these types. And the second link is always click here to get X outcome because they won't know otherwise. Yeah, one of the really interesting things that we did a few years ago was for years, none of the links were underlined on the site because I thought it just, you know, for aesthetics.

38:39It's passe, underlining, it's come and gone. Yeah, to have like a, it's a different color. People will know that's a link, right? It's like, well, when we swapped out, why don't we just test it? And we tested underlining them. And like all of a sudden, you know, the clicks went up 20 % or something, like affiliate earnings went up some percent. And you're like, really? Dang, you know, this cost thousands and thousands of dollars. We should have done this years and years ago, but making it obvious. Now, what can you do for that person who is on the fence that's slow to decide, I need to think about it, that they really want to be invited?

39:15Is there some sort of follow-up or reassurance? How do you get them over the fence? That's where a card abandonment works really great. And again, you could do an early long sequence. You could do nine emails and use this for a card abandonment. But I would flip it and do the ninth one first. And it would be, I saw that you left that sweater in your cart. Here's a 20 % off coupon if you want it. And then you could do like a testimonial where someone says, oh, I just love X brand of family apparel. They're the best one. You can do all of this in demonstration in the bottom. And then you can send a couple more follow ups because usually card abandonment sequences are they're not that great.

39:51If they have one at all, they're not that special. And so this would be a good way to boost those a little bit. Okay, I'm thinking, I guess if you are promoting a course through an email sequence and somebody hit the landing page, but they didn't buy it. Maybe you're able to retarget them through email at a certain point, you can tag them like, hey, they hit the thing, but they didn't get the buyer tag ultimately. And you come back with them with a specific question. Hey, we noticed you didn't, you didn't buy. It's still available if you want it. Hey, maybe here's a limited time discount. I think all that is some interesting things that you can do.

40:24And you see it on social where it's just like trying to breathe life, especially if it's an evergreen offer, like trying to breathe new life into this thing. Like, hey, maybe you're new here. This is what I do. You're welcome on the inside. You're invited, making it really obvious how people can do business with you. Exactly. That's another good point that you make is that if you have a really big campaign, and you've sent a whole bunch of promotional emails that said, the headline was, our USP is, and oh, by the way, we're the best, and you will get this outcome. And that's your headline and your promise.

40:57You sent it over and over and over again. Well, by the time you get to the end of the funnel, what are you going to say that's new for the tire kickers? And then in comes these nine ideas. A new idea is we love our customers more than anybody else. We make sure to invite you multiple times. We have fantastic guarantee. All of these things are ways to refresh that big idea that you've been trying to get across all this time. Okay. All right. Those were the nine buyer personas. Of course, we'll have details on all of those at the show notes for this episode and we'll be right back with Melanie in just a moment, including Donate a Business Idea coming up right after this.

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43:42See Mint Mobile for details. All right, we're back with Melanie from NineBuyersystem.com. For round two, this is the donate a business idea round. This could be something that you would start yourself if you had more hours. This is something that you see listeners could run with. This is something that ought to exist in the world. We'll tee it up like that and let you go. If I had more hours in the day, I would do a knitting site. I love to knit. I don't think there's a lot of free videos that are out there on YouTube, which is something I go back and forth. I'm like, is there really a marketplace for this?

44:14But I think there is. If you tied it to community and if you did some sort of an of the month club around it, and if you tied it to something else, because you think about knitting when you are a family member's having a baby, that's a specific kind of club. Maybe you do bibs or booties or something, Or if you do a knitting swap, you could do your little piece of it. I used to do this with quilting. You would do your square and then you would send your square plus some scraps of the fabric to the next person in your chain. And then by the end, you got back 12 squares and you had a finished item.

44:50Oh, okay. So it would like rotate. Everybody would do. Okay. Got it. Got it. Got it. Yes. So it took one month to do it, but everybody did one piece and then sent it to everybody else. It's such a fun way to learn from other people and see how they go about this craft form that you all care about so much. And if it was tied with we bring in like coffee clubs do this, we pair with special growers in Peru and we have a special roaster in wherever and it's women only and it's part of a co-op. And so there's a lot of fun things I think you could do around that. Yeah, this is an interesting one. So less on the knitting education side, we're going to assume you already know how to knit, but we're going to build a community element of other people.

45:28there might not be enough knitters in your hometown, but you might want to interact with them on a national or international level. Maybe it was Shane Sams who had somebody in his community who was doing like a murder mystery quilting membership or something where every month - That's so cool. You would build, you do the pattern and slowly the plot would evolve. It sounds really familiar. It sounds like maybe this could be something similar here. I love that. For people, there is a certain audience, I research obscure things, but for fiction, there is a breakpoint where women stop reading so heavily on the romance side, and they start reading on the mystery side.

46:10It might have a little bit of an element of romance to it, but the mystery is the primary driver. And if you think about stage of life when you tend to have disposable income and you tend to have a little more time on your hands that you could take up a hobby like knitting, which is not an inexpensive hobby. And then you tie that to what you know that they tend to buy for books. It makes a lot of sense that there would be a handicraft, in your case you were mentioning quilting, which is also not an inexpensive hobby, tied to mystery novels, not tied to history, not tied to biographies, not tied to coming of age romance, but specifically tied to mystery.

46:45that makes a lot of sense for that demographic. Yeah, this concentric circles of mystery lovers plus knitters and that little overlap in the middle where it's like, dang, this is a no-brainer. This must be the thing for me because it checks both of those boxes. It's so specific. And if you run a solopreneurship or have a small team, you don't need to invent the next big thing that's going to be huge. You need a big enough community that you can run a stable business that grows over time. So it doesn't have to be an outrageous idea and the more niche, the better. All right. How much are you charging for this thing?

47:16Right? We just invented a thing. 10 years ago, because I'm going to start a knitting site, I'm thinking advertising, you know, yarn affiliate sales. But this one is like, well, maybe we're going to sell you monthly templates on a membership basis or something. So it sounds like you kind of have a recurring revenue model here. Right. And we know that people tend to stay in any membership about 90 days. So if you are pricing it out such that you can recoup in that amount of time, you could be okay. And then you would have affiliate links because why not have a relationship with your vendors? Yeah.

47:48You can create your own patterns. They don't have to be hard. And then they can start to develop a collection because we all know that things like they used to send out plates and the first plate came free with a special holder to put on your wall. And people would stay in until they had collected all the plates. So you could do a little something like that. I think there's a lot of potential with that. I was in this really interesting session on these recurring services and pricing models. And it was like, if you look at Disney Plus and Netflix and Hulu and Spotify and YouTube premium, like, you know, they're all between whatever, 10 and$25 a month.

48:27And it's like, this is intentionally designed to be 1 % or less of your monthly income. and it's like the reason they're priced that way is that it becomes a utility it just becomes like you know i'm not going to cancel my water bill i'm not going to cancel electricity it's just like this is just something it's like that i pay for it's like whatever it's one percent like i'm going to be it's going to be fine and so they you know have really really sticky customer bases and hopefully much longer than 90 days that's kind of how i might be thinking about pricing in this type of recurring knitting pattern service you know mystery novel uh type of business and then going out to find customers for that, I guess there's probably already some knitting communities where you could start to build a reputation and build a little bit of a following there.

49:11Exactly. And this sort of thing, when you put your hands into something, it puts your heart into the thing. And so that automatically makes the community stickier. If you turned to the woman next to you and said, I've tangled up these yarns, I just don't know. And she takes it out of your hand with permission, of course, and then unstitches that little section and then gets you going again, you feel a bond with her. And now that person is your friend. And so the community, I think, would be inherently sticky. Okay. All right. Well, keep us posted on the future Melanie Warren knitting site. We'll add it to the show notes once it's live.

49:46Round three is the triple threat. First up here is a marketing tactic that is working right now. This could be for you and your agency. This could be for other copywriters, you know, copywriting in the age of AI? What's going on right now? Oh, AI and I are close. You're not mortal enemies? Not mortal enemies, because I love it as an idea assistant. I will come up with, okay, I think this maybe could be connected to this. Or what if it was the opposite of that? If I break apart this idea, how does that work? Oh, this happened. I needed to do a copy review, and I didn't have time to do it manually.

50:26And so I used to be, you could only put in small chunks of text. I put in, it must've been 20 pages and I put it all in there and I'm like, tell me what the sales argument is and tell me where the holes are. So I don't have it right for me, but I do use it for that kind of stuff. So fantastic. So highly recommended. Okay, I'll put that down actually as the second part here, a tool that you're loving. We could say, well, chat GPT is an idea assistant. So AI is an IA, an idea assistant. And that's how I tend to use it in a lot of cases as well. Here's what, you know, what are some creative ways to do X, Y, Z?

51:02And like, you know, here's the idea that we are, here's the list we already came up with. And then it'll inevitably throw out two or three that you hadn't thought of. It's like, oh, okay, those are great. We'll make sure to include those. Okay, so that was number two. I jumped ahead. Number one, a tactic I'm enjoying right now. We talked about how my son writes for SaaS, which tends to be dry. And so we thought, well, what is the opposite of that? The opposite of that is humorous. And so we are working on building their LinkedIn following. And I noticed people who are in software don't necessarily comment or interact on social media.

51:31I'm starting to see movement on that. People are reposting, they're commenting, like this brightened my day. So the idea of taking the opposite of what would be expected in your niche or industry, and just trying that to see if you can maybe get a little movement there. So recommended. it. Okay. Okay. I'm just trying to think of other examples where, okay, yeah, this is traditionally a dry industry. We're talking about finance or accounting or law or software, and we're going to inject a little bit of humor. That playbook may still work if you could find a way to break through the clutter and break people's pattern of expectations.

52:07So like the knitting thing, that doesn't make sense really, because I'm going to be sending you yarn to the mail and then hoping that you pick up the needles yourself. But if I match it to some sort of a community thing, maybe we all get on Zoom and do it together. Now that is the opposite of the normal expectation. That is a way to differentiate yourself. So it would take a little doing, I think, to implement it. But what is not normally done? What am I not seeing here that could be here? Gives you a way to have ideas so that you're thinking up and out rather than narrow and narrower about what's already been done.

52:39Okay. A good book to read on this subject would be Zag. I forget the author, but, you know, if in a sea of plainness, how can you do the opposite? Yeah. It talks about, you know, in a time when all the car companies are racing to build bigger and, you know, heavier excursions and expeditions and SUVs and suburbans, you know, Mini Cooper comes out with like a really small SUV. Like, OK, we're going to we're going to we're not going to compete in that space, but we're going to come up with something completely different and opposite around the same time the Prius launches and, you know, carved out, you know, a completely opposite space.

53:12And maybe there's something to think about in what you're doing. Like, what is the standard in your industry? And how can you differentiate? How can you position yourself a little bit differently? All right. So now speaking of books, the last segment of The Triple Threat is your favorite book from the last 12 months. I read a lot, a lot, a lot. And one of the things that I've been doing is studying fiction, because that is a way to introduce storytelling into the marketing you're already doing. We do it with testimonials and stuff. But in marketing, you've got very few words and you have to get across big ideas and they have to matter.

53:44And to do that, you can take that from fiction. But I love to cook and I really love to eat. And so the book that I've been enjoying right now is called Sourdough and it's Robin Sloan. And it is exactly what it promises. It is a book about a woman who is an engineer and is gifted a sourdough starter and her adventures of the sourdough taking on a personality of its own and how she starts her own business at a food market around this idea of I'm going to bake my own bread. Talking about zagging, like a random, she had a stable job as an engineer, but now she's going to be a sourdough baker and how and why that changes her life.

54:23Okay. Sourdough. We'll add it to the list. Never heard of it. And this is a work of fiction by Robin Sloan. All right. Well, very good. Melanie, this has been awesome. Thanks so much for joining me, taking the time to walk us through the nine buyers and brainstorm a little bit of new startup business ideas, new side hustle ideas going on. You can find Melanie at ninebuyersystem.com. You can grab the book over there. You can also find it on Amazon. We will link Melanie's profile up on LinkedIn so you can connect with her over there as well. Thanks for you so much for stopping by, for sharing your insight.

54:54Big thanks to our sponsors for helping make this content free for everyone. As always, you can hit up sidehustlenation.com slash deals for all the latest offers from our sponsors in one place. Thank you for supporting the advertisers that support the show. That is it for me. Thank you so much for tuning in. If you find value in the show, the greatest compliment is to share it with a friend. So fire off that text message, maybe to a friend of yours who's struggling to sell their thing. And well, have you thought about your buyer persona is number three, you know, maybe they need to hear that. And I appreciate you helping spread the word.

55:24Until next time, let's go out there and make something happen. And I'll catch you in the next edition of the Side Hustle Show. Hustle on.