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The Buyer In Between.
You've been taught that there are two types of buyers.
B2C: impulse purchases, low stakes, add to basket, move on.
B2B: committees, procurement teams, slow decisions, shared responsibility.
But if you're a coach, consultant, or service provider - you're not selling to either of them.
You're selling to someone else entirely.
Your buyer is a solo business owner - maybe with a small team - who is:
- Making the decision mostly alone
- Spending their own money
- Carrying the full weight of "what if I get this wrong again?"
- Already burned - probably multiple times
- Extremely good at smelling bullshit
This is the Buyer In Between. And everything you've been taught about copy was designed for someone else.
The urgency tactics trigger their defences. The polished professionalism pattern-matches to everyone who's let them down before. The AI-generated content doesn't even know that this buyer exists.
I've spent almost 15 years figuring out why good copy fails good people. This is what I found.
Want the full Buyer In Between framework?
I wrote an article breaking down exactly who the Buyer In Between is, why most copy fails them, and what to do instead. It's a quick 10-minute read (with a listening feature too, if that's how you prefer to consume your content).
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