The Buyer
In Between.™
You've been taught there are two types of buyers. There aren't. There are three. And the one you're probably selling to? Nobody taught you how to write for them.
Read the framework →
You've been taught
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.
Impulse. Low stakes. Emotional. Rarely alone with the decision for long. Urgency tactics work. Loss aversion works. The hook is enough.
Committees. Procurement. Shared responsibility — and shared blame if it goes wrong. Cold and clinical works. ROI frameworks work. Nobody's ego is on the line.
The copy tactics you've been sold were built for these two buyers. Not yours.
Your buyer is a
solo business owner.
Maybe with a small team. Spending their own money. Making the decision mostly alone. And they've been burned before.
This is the Buyer In Between.
- ✦ 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
Everything you've been taught about copy was designed for someone else.
This is why
good copy fails
good people.
Countdown timers and "only 3 spots left" trigger the defences of a buyer who's seen it a hundred times and learned not to trust it.
Your polished, professional copy looks exactly like the copy of every person who's let them down before. That's not a compliment.
AI-generated content is trained on B2C and B2B data. The Buyer In Between is invisible to it. Which means AI copy actively works against you here.
I've spent almost
15 years figuring
this out.
I wrote an article breaking down exactly who the Buyer In Between is, why most copy fails them, and what to do instead.
Read the full article →A quick 10-minute read. Who they are, why your current copy misses them, and what to do instead. With a listening feature too, if that's how you prefer to consume your content.
Ready to write
for the buyer
you're actually selling to?
I've built my entire methodology around this buyer. Let's make your copy work for them.