Podcast Summary: Shiny New Clients!

Episode: The 4 types of buyers your sales copy must speak to (with Samantha Burmeister)
Host: Jenna Harding (Warriner)
Guest: Samantha Burmeister (Nomad Copy)
Date: November 3, 2025

Main Theme & Purpose

This lively episode explores how effective sales copy needs to address different types of buyers to maximize conversions. Host Jenna Harding (Warriner) welcomes copywriting expert Samantha Burmeister, who shares insights on buyer archetypes, how people make purchasing decisions, the psychology behind those decisions, and practical tips for crafting sales copy that resonates with varied audiences. The aim: Help service-based business owners write copy that truly connects and converts.

Key Discussion Points & Insights

1. Understanding "Copy" and the Need for External Feedback

• Jenna demystifies "copy," highlighting how confusing industry jargon can be for entrepreneurs.
• She underscores the value of outside feedback, drawing parallels to coaching and her own experience with Samantha as a copy coach.
• "You are so inside your business and it creates blind spots. And no matter how good you get, that is just the fact of the matter." — Jenna [02:23].

2. Samantha’s Background & Sales as Service

[03:16 - 06:34]

• Samantha shares her academic background in marketing and business, along with hands-on experience in tech sales.
• She stresses that formal education taught her how to learn, but real practical skills came from on-the-job training.
  • "I think I learned how to learn differently in my like formal education, but like how to actually do it different. Definitely comes from on the job." — Samantha [04:24]
• Discusses the misconception that sales and integrity are mutually exclusive.
  • "I think sales is a service. And when I write people's websites, my goal is not to get people on sales calls, it's to get them on fit calls." — Samantha [05:24]
• The consequences of selling without integrity (refunds, poor reputation, bad SEO, and social proof).
  • "If you're selling to people who it's not a good fit for, then you're going to get eaten alive by the Internet and we don't want that." — Samantha [06:26]

3. Templates, AI, and Why Custom Messaging Matters

[06:55 - 09:59]

• Both speakers discuss the double-edged sword of using templates and AI (like ChatGPT).
• Templates and AI are useful but can't replace genuine, tailored messaging.
  • "I love templates...I sell templates like I'm pro template. I just am also pro...rub both of the brain cells together at the same time and see what sparks here." — Samantha [08:56]
• Warns about overusing templates, risking overly verbose and unconvincing copy that confuses or alienates potential buyers.

4. Core Principle: Write for the Buyer, Not Yourself

[09:59 – 10:08]

• "Think about not what you want to say, but what the ideal client needs to hear in order to make a decision." — Jenna [09:59]

5. The 4 Buyer Archetypes: How People Decide to Purchase

[10:09 - 17:16]

a. Skimmers

• Make fast decisions; impulsive, trust their gut.
  • "They're here for the vibes. And like your mother in law with those boots, she's like boots pretty purchase like boom. It's that easy." — Samantha [11:46]

b. High Fact-Finders

• Need detailed information (features, pricing, specifics).
  • "Your high fact finders want the details from a sales page perspective. ... That's where you see a lot of dropdowns. That's where you go to the FAQs, and there's a lot of dropdowns there." — Samantha [15:21]
• Pro tip: Make key information easy to find—headlines should be to-the-point.

c. Social Proof Seekers / Skeptics

• Need confirmation from others or third-party testimonials before buying.
  • "You want social proof to again, it's just a form of rationalizing that you should purchase it." — Samantha [12:46]
  • Example: Jenna’s extensive polling of friends before buying her boots!

d. Amiable/Expressive (Relationship & Future-Focused)

• Motivated by relationships, community, and a vivid future vision.
• The value of hype, storytelling, and painting a picture of transformation.
  • "People love hype. There's also people who are more expressive and they want the vision of success painted for them." — Samantha [16:16]
• Emphasizes future pacing and transformation.
  • "Nobody is looking at their pain points. People are not buying from the past. They're buying from their potential." — Samantha [17:47]

Key Point:

Most people are a blend of all archetypes, and copy should touch on all of them to maximize effectiveness.

6. Aligning Copy with Buyer Needs: Structure and Tone

[17:47 - 19:56]

• Avoid dwelling on pain points—focus on transformation and what happens after purchase.
  • "We're not selling that you don't have energy drinks...We're selling you have so much more energy for your kids and you're a better person." — Samantha [19:57]
• Simple exercise: Create a three-column worksheet—Problem → Solution → Transformation.

7. Memorable Quotes & “Mic Drop” Moments

[19:29]

• "You're not just selling your solution. You're selling the transformation that your solution provides." — Samantha [19:34]
• Jenna: "Mic drop Mike broke it on the floor. That's all there is to it." [19:29]

8. Next Steps & Where to Find More

[20:36 - 21:45]

• Samantha plugs her podcast: Copy and. Episode 3 dives even deeper into sales psychology.
• She and Jenna mention their collaborative program Copy on Demand for entrepreneurs wanting hands-on copy refining.
  • "When you write copy, you send it to me to make sure that it's great before you hit publish..." — Samantha [20:57]
• Samantha offers done-for-you services for those preferring to outsource their copywriting.

Notable Quotes with Timestamps

• "Sales is a service...my goal is not to get people on sales calls, it's to get them on fit calls." — Samantha [05:24]
• "Think about not what you want to say, but what the ideal client needs to hear in order to make a decision." — Jenna [09:59]
• "Nobody is looking at their pain points. People are not buying from the past. They're buying from their potential." — Samantha [17:47]
• "You're not just selling your solution. You're selling the transformation that your solution provides." — Samantha [19:34]
• "Mic drop Mike broke it on the floor. That's all there is to it." — Jenna [19:29]

Timestamps for Key Segments

• [03:16] Samantha's formal background and how it shaped her career
• [05:24] Sales as a service and the importance of integrity
• [06:55] Why buyer archetypes matter in copywriting
• [10:09] Rule #1: Write for what the ideal client needs to hear
• [11:46] Defining Skimmers and High Fact-Finders
• [12:46] Social proof, skepticism, and leveraging testimonials
• [16:16] The role of hype, relationships, and future pacing
• [17:47] Focusing on transformation, not just pain points
• [19:34] Transformation as the true product

Conclusion

This episode demystifies effective sales copy: It’s all about speaking to every buyer archetype—Skimmers, Fact-Finders, Social Proof Seekers/Skeptics, and the Amiable/Expressive. The pros agree: Avoid generic templates, focus on transformation, and make your messaging truly about the potential of the buyer. Sales is service, and integrity is non-negotiable. For those interested in more, Samantha’s podcast and programs offer concrete next steps.

For Further Listening & Learning:

• Samantha’s podcast: Copy and (especially Episode 3)
• Program: Copy on Demand (waitlist open, details in show notes)
• Find Samantha on Instagram: @NomadCopy

This summary covers the heart of the conversation—helping you create copy that converts, no matter your audience.