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.


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