Listen to ‘The 4 buyer types explained (and how to create content that converts each one)’ on: Apple Podcasts | Spotify | Your player of choice
In today’s episode, I’m breaking down the four different buyer types and why understanding them can completely change the way you sell. Most business owners naturally sell to the buyer type they are, which means they’re unintentionally leaving other potential buyers out of the conversation. This episode gives a clear, practical overview of each buyer type, what motivates them to purchase, and how you can start speaking to all four through your sales pages, Instagram stories, emails, and direct messages—without feeling pushy or salesy.
In this episode, I cover:
- Why most business owners only sell to one or two buyer types without realizing it
- How understanding buyer psychology reduces objections before they happen
- The key motivations behind analytical, amiable, driver, and expressive buyers
- What each buyer type needs to see in order to feel confident purchasing
- How to layer all four buyer types into your content without creating separate strategies
FULL TRANSCRIPTION OF EPISODE…
Introduction to the Four Different Buyer Types in Sales Psychology
A few weeks ago on the podcast, I talked about maybe talking about the four different buyer types. And so this is the episode where I talk about the four different buyer types. I learned about the four different buyer types back in, I think it was Q1 of 2022. I had joined a four-month mastermind and she taught about sales psychology and talked about the four different buyer types.
And it was really, really, really eye-opening to me because I realized that when I was selling, I was only talking to one, maybe two different buyer types the majority of the time when I was selling, which means that I was leaving out 50% of my audience and not giving them the details and the information and selling in a way that really makes them feel validated and confident in the decision to purchase from me.
It was really eye-opening, and it’s still something that even to this day I not only use when I sell on Instagram stories, when I create sales copy for sales pages, emails, and funnels, but it’s also something I look at when I review other people’s sales pages and sales content. I’m always viewing it through the lens of, “What buyer types are they talking to?”
Even in conversations in direct messages, I can usually figure out what buyer type someone is based on the questions they’re asking.
This episode is a spark notes version of the four buyer types. I could create an entire course on this, but today we’re keeping it short, simple, and implementable.
Why Understanding Buyer Types Matters
When you learn about buyer types, you’ll often realize that you sell mainly to the buyer type that you are. I want you to listen not just to learn the buyer types, but also to identify which one you are.
For me, I’m a driver buyer. Once I learned that, it was really validating because I recognized my own purchasing patterns. And now I can recognize other people’s patterns, too.
Knowing the four buyer types helps because:
- It reduces objections before they happen
- It increases trust without posting more
- It layers in real sales psychology
This is rooted in logic, emotion, power, and belonging — real psychological levers, not random theory.
Buyer Type #1: The Analytical Buyer
The analytical buyer is motivated by logic and analytics. They want facts, clarity, and structure. They’re very risk-averse and take a long time to make decisions, especially on higher-ticket offers.
They want to know:
- How many modules there are
- When calls are scheduled
- How much time the offer will take weekly
If things feel vague or confusing, they won’t purchase.
Clear, structured content lowers their perceived risk and builds trust.
Content that works for analytical buyers:
- Bullet points and summaries
- Framework visuals and charts
- Step-by-step explanations
- Detailed FAQs
- Calm, non-pushy messaging
They need space to decide.
Buyer Type #2: The Amiable Buyer
The amiable buyer is motivated by connection, trust, and emotional safety.
They’re people pleasers and often hesitant due to fear or self-doubt. They want reassurance that they’re making the right decision, especially with mid- to high-ticket offers.
They don’t want pressure. If they feel pushed, they’ll disengage.
Content that works for amiable buyers:
- Warm, nurturing language
- Direct “you” messaging
- Validation of fears and hesitations
- Stories that emphasize support and guidance
- Community-focused language
- Testimonials highlighting relief, safety, and support
They want to feel supported, not sold to.
Buyer Type #3: The Driver Buyer
Driver buyers are motivated by power, leadership, results, and efficiency.
They make fast decisions and want purchasing to be easy. If buying feels complicated, they’ll go elsewhere.
They don’t want to be sold — they want to choose.
Content that works for driver buyers:
- Clear wins and results
- Social proof, credibility, and authority
- Time-saving and efficiency-based outcomes
- Confident storytelling around success and growth
- Easy, immediate purchase options
They value speed, clarity, and confidence.
Buyer Type #4: The Expressive Buyer
Expressive buyers are motivated by recognition, appreciation, and belonging.
They love community, energy, and feeling seen. They buy based on emotion and how something feels.
They often become your biggest advocates, repeat buyers, and referrers.
Content that works for expressive buyers:
- Public recognition and celebration
- Personalized touches
- Community shoutouts and wins
- Values-based messaging
- Clear evidence that you genuinely care about your clients
They thrive in community-driven offers and long-term relationships.
How to Apply Buyer Types in Your Business
Start with one sales page and check whether you’re speaking to all four buyer types.
Then review a week of Instagram stories:
- Which buyer types did you speak to each day?
- Are you only focusing on features and benefits?
- Are you layering testimonials, stories, and emotional cues?
Pay attention to DM and email conversations. Buyer types reveal themselves through questions.
You don’t need separate strategies — just intentional layering.
Final Recap
- Analytical buyers are driven by logic
- Amiable buyers are driven by safety
- Driver buyers are driven by power
- Expressive buyers are driven by belonging
When people feel understood, buying stops feeling risky and starts feeling obvious.n.
Resources & Links:
- Join Scalability
- 30 free selling on stories prompts
- Scaling Unlocked Mastermind Application
- Kajabi 30-day free trial + 2 bonuses
- Manychat
- IG University
Some of the links mentioned are affiliate links, which help to support this podcast at no additional cost to you.
Connect with Mya:
- Follow on Instagram @myanichol
- Join my email list
- Check out my website
- Now on YouTube
More about the Radical Disruption podcast:
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Nursing student turned business and social media expert and host Mya Nichol (hey, that’s me!) shares the real and raw of the crazy journey of entrepreneurship and building a multi-six-figure business.
Through solo episodes and special guest interviews, you can expect honest conversations about throwing out the traditional way of business, scaling in a sustainable way, and becoming the go-to expert in your industry. It’s time to build a disruptive business. See you on Tuesdays!
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