EP 480 | The Buyer Type Who Just Wants the Link [7 Buyer Types Series]
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Not every buyer on your email list needs a long, emotional sales journey before they’re ready to say yes. Some people have already been paying attention, already trust your point of view, and honestly…they just want the link.
In this episode, Allison kicks off a brand-new seven-part series on the different buyer types that exist in your audience, starting with the No Frills Buyer: the person who wants the facts, the next step, and zero unnecessary fluff.
TAKEAWAYS:
The No Frills Buyer is not careless with their money; they’re often already warmed up, already aware of the problem, and ready to take action quickly.
This buyer type is highly motivated by time, which means they want to know how fast they can get started, how long the offer is available, and whether it will save them time or create more work.
Over-explaining in your sales emails can actually work against you with No Frills Buyers because it makes the buying decision feel harder than it needs to be.
No Frills Buyers are usually scanners, so your email needs to make the offer, outcome, timeline, and link incredibly easy to find.
A short, direct sales email only works when your nurture content has already done its job, so don’t skip the relationship-building that happens before the invitation to buy comes.
Resources:
If this episode made you realize your Email Pitch Sequence needs a clear, direct email for the buyer who’s already ready to say yes, Pitch Perfect will help you write it (and the 6 other emails for your other 6 buyer types). Click here to learn more and enter code EMAILEMPIRE at checkout to snag $10 off your purchase.
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Transcript:
Hey, hey. Welcome to episode number 480 of the Email Empire Podcast. Today we are kicking off a brand new seven part series all about the different buyer types you have sitting in your audience. Because the reality here is not everybody buys in the same way, and this is where I see a lot of really smart entrepreneurs accidentally. Make their sales emails alienate a good portion of their email list. They write one sales email or one pitch sequence as if every single person on their email list needs the exact same information and the exact same order, with the exact same level of detail before they're ready to buy. That's not how humans make buying decisions. Some people need the full breakdown. Some people need proof. Some people need to understand the why. Some people need reassurance. Some people need to see themselves in the offer. Some people need to know what happens if they don't take action, and some people. Some people just need you to get to the freaking point. And so that's who we're gonna talk about today. I call these the no frills buyers.
If you've ever sent a sales email that was beautifully written, deeply detailed, full of stories and context and examples and nuance, and then someone replied and was like, okay, but like, where's the link? That person is probably a no frills buyer.
So in today's episode, we're gonna talk about who the no frills buyer is, how they think and what they need from your sales emails. The no frills buyer is not someone who is careless with their money. They are not someone who is making a random impulse decision because your count time timer blinked them three times. The no frills buyer is usually someone who has been paying attention for a while. They know they have the problem. They know they want the outcome. They already believe that you're probably the person to help them. And so when the offer is finally in front of them, they do not need you to take them on a 14 email emotional journey before they can decide yes or no. They need the facts, they need the link, they need the next step. They're ready to take action, and they're ready. Like. Yesterday.
So first, let's start by defining this buyer type. The Nofrills buyer is the person in your audience who doesn't need a lot of information before they buy. They're not sitting there thinking, please give me the title of every single module and every single tiny detail of every single lesson before I can decide. They're thinking, will this help me get the result that I want? And they are very motivated by time. In that they want to speed up their results and they're willing to pay to speed up their results. That piece is really, really important. The no frills buyer is often thinking, how fast can I get started? How long is this offer available? How much time will this take me? How quickly can I get things done? Is this going to save me time, or is this just going to create more work for me?
This buyer type is not necessarily interested in looking for. The cheapest thing, yes, they're motivated by a good deal, but they're really looking for the cleanest path. They're looking for the most direct route from where they are right now to where they want to be. So when you write to this buyer type, the biggest mistake that you can make is over-explaining, because over-explaining does not make them feel more confident. It makes them feel like they have to work harder to buy, and that is the exact opposite of what this buyer type will wants and needs from you. Okay, so now let's talk about how this buyer type behaves inside of your email funnel because if you understand the habit, the email becomes a whole lot easier to write.
The no frills buyer is usually a scanner. They are not reading every single word of your email while sipping tea in a quiet room with a candle lit and their phone on do not disturb. I mean, bless that imaginary person. Most no-frills buyers are reading emails while they're standing at the kitchen counter waiting in a pickup line. Sitting in between Zoom calls or checking their inbox while they're watching their kids practice, the no frills buyer is likely to scan, which means they're looking for the pieces that matter. What is this? Is it for me? What does it help me to do? What do I get? How long do I have? Where do I click? That's it. They do not need a big, long lead in. They do not need a dramatic story. They do not need you to unpack the entire origin story of why you created the offer.
Now, does that mean story has no place in these emails? No, of course not. Story is powerful. Context is powerful. Belief shifting is powerful. Yes, but the no frills buyer does not need all of that in their specific email because they've probably already found that information. Elsewhere.
This is why I teach having different buyer type emails inside of your pitch sequence, because one email cannot do every single job. One email cannot direct the here's the offer. Email the emotional story. Email the proof. Email the FAQ, email the urgency. Email the objection handling email. And the final call, email all at once. Well, I mean, I guess it technically can, but that email is going to be a hot mess and nobody wants to read that.
Your pitch sequence needs different emails for different buyers and the No Frills buyer email has a very specific job. It makes the offer clear, it gives them a link to buy nothing more, nothing less. Now, one of the biggest fatal flaws that entrepreneurs make when writing a sales email for. The no frills buyer is skipping their nurture parts. I wanted to make sure we dig into this so entrepreneurs will hear this buyer doesn't need a lot of information, and they think, great, so I can just send a short sales email and be done. Not exactly, no, that's not how this works. The reason why the no frills buyer does not lean a lot of information in that sales email and the pitch email is usually because the nurturing has already done its job. They have already read and consumed your nurture sequence. Your point of view resonates with them. They've already decided that they like how you think. That's why they're paying attention to you, and they've intentionally put themselves in your email funnel. They may have downloaded your lead magnet, they may have watched your videos. They've probably listened to your podcast. They've read your emails. They've clicked around on your website, they've checked out your Instagram, or they've consumed your work. Some other way before they ever get to the pitch sequence.
So by the time they see the offer, they're not cold. They're very, very, very, very warmed up to you. They just don't need a lot from you in that sales email. See the difference there? They've already made their mind up on if they're going to buy it from you, and they just need to know where the gosh darn link is and what the offer is, and that's why the no frills buyer email can be. Shorter, it can be more direct because the strategy has already started before they enter into that pitch sequence. Your nurture sequence, your podcast, your content, your lead magnet, your pre-pitch education, all of that has warmed them up. The No Frills buyer email just makes that invitation official.
So if you need help writing your sales emails for the No Frills Buyer or. For any of the other six buyer types that we're gonna be covering inside of this series, I highly recommend you check out my digital product Pitch. Perfect. What Pitch Perfect will do is help you to. Map out and write your seven email pitch sequence with each email speaking directly to this specific buyer type that you have in your audience. And because you're listening to this episode, you're gonna enter a code email empire, all one word at checkout, and you'll score $10 off your purchase of pitch. Perfect. All you have to do is head to allison hardy.com/pitch-perfect, and if you missed that link, it's hanging out in the show notes for you along with that coupon code.
Stay tuned because next week's episode we're gonna talk about the exact. Opposite buyer type from the no frills buyer, and that is the details buyer and how to actually debunk the deeper underlying objections and limiting beliefs that this detail oriented buyer type tends to have. So thanks for listening, and I'll be back in your AirPods next week.
