This conversation with copywriter and brand strategist Courtney Fanning changed how I think about copywriting. The premise is simple (if a little uncomfortable): we all instinctively write for the type of consumer we are, and if there are four types, that means we're only effectively speaking to maybe 25% of our potential clients.

Courtney shares a framework she adapted from Spanx founder Sara Blakely that breaks buyers into four types: the director, the socializer, the relator, and the thinker. Each one needs something different from your website and your copy in order to feel confident enough to reach out.

Here's what we're getting into:

  •   What each of the four buyer types is actually looking for when they land on your page
  •   How to do a copy sweep to catch what's missing - without starting from scratch
  •   What testimonials, FAQs, marketing receipts, and imagery are actually doing for each buyer type
  •   Courtney's take on voice (and why it's not the be-all end-all most people think it is)

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