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Your Buyers Core Complex

When considering the profile of your ideal prospect, we can use the BFD Core Complex model as proposed by the American Writers and Artists Institute (AWAI) – Inside their Direct Marketing University course.

The Core Complex

In simple form, we use BFD to denote Beliefs, Feelings, and Desires.

The broader classifications of this are:

  • Intellectual – What are your prospects beliefs, attitudes, and principles
  • Emotional – What are the prospects feelings related to your product category – his fears or frustrations
  • Personal – And what are his or her psychological needs and desires

Working with these categories allows you to derrive a sensible well rounded view of your ideal prospect profile that can guide your copywriting.

Find out more about the core complex and developing prospect insight.

Stay tuned…
…to the most important updates on genrating demand in the experience economy as it’s published. 

Stay tuned to the most important updates on generating demand in the experience economy as it is published.
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With my one hundred year background experience gleaned by studying the history of direct response advertising (mail order, direct mail, ...