Bloggers who have more than a dozen subscribers, or a business that is looking for ways to scale, create new products, focusing on the resulting audience. They all need to know their customers in detail. The spiral theory can help with this.

Its essence is that all consumers can be divided into levels, just like in Maslow’s pyramid. Each level corresponds to a specific stage of personality formation, its interests and needs.

Although this theory divides people into levels, we should not label ourselves, our loved ones and our audience. Our task is not to divide people into black and white, but to learn to see the halftones and understand any motivation to buy. And use it in our affiliate marketing.

Beige Level

The beige level is the base. This is how primitive people and newborns live. There is no point in advertising at this level.

At this stage, people care about:

• food;
• water;
• warmth;
• a roof over their heads;
• clothing;
• sleep;
• sex.

On the beige level is built on the covida vaccination advertisement: get vaccinated or die.

Purple Level

People of this level follow the leader, believe in omens and symbols. They are not ready to take responsibility for their lives and are willing to pass it on to others.

At this level, the important things are:

• tribe / clan;
• affiliation;
• leader;
• family;
• soulfulness;
• trust;
• traditions;
• superstitions / omens.

What’s for sale at this level:

• wish marathons;
• magic pills;
• magic courses and fortune-telling;
• wish cards;
• symbolic items (stones, candles, talismans);
• things with history and deep meaning;
• paired images and things that denote clannishness.

To reach the audience, you need to create a common tradition with it, to find words and jokes, understandable only to the regular audience. It is better to convey information through images, symbols, pictures.

Also work well:

• laws of the universe (they are unconditionally believed in, although no one knows where they came from);
• words understood only by the audience (“we are a tribe” is the blogger’s message);
• appeals: kitties, wolves, talented;
• their songs;
• we are all marketers / moms (clannishness);
• their omens and superstitions;
• monetary energy.

And here are the triggers that prompt a purchase:

• emotions;
• visualization of the result (images);
• opportunity to become part of a clan/group/community;
• rituals, traditions;
• trust in the expert, blogger, seller (emotional rave reviews);
• charisma and image of the expert / blogger.

Red Level

At this level there is a realization that the world can be subjugated by force, to achieve what you want by power. The desire to be free and to lead is born. At this stage are important:

• money;
• power;
• freedom;
• boundaries;
• luxury goods.

The ideal offer for “red” is to earn a lot of money quickly and without effort, to give the secret secret of successful success. At this level, people are not yet ready to take responsibility, but they already want to have a lot of money.

“Yesterday I sold hot dogs – today I earned a million”. At this level, you can sell anything and no one will ask about the seller’s expertise.

What is sold at this level?

• money-making products;
• career development courses;
• wealth attributes (cars, houses, and so on).

To attract such an audience, you need to:

• address them as “you”;
• show aggression towards subscribers and competitors;
• rigidly defend the boundaries;
• add edge humor to your content;
• challenge the audience, “How about you?”

Triggers that help sell to this audience::

• opportunity to have a voice; freedom of action;
• respect for boundaries;
• attainment of material goods;
• power;
• special person status, “you are cooler than others”;
• a closed circle, information available only to a select few.

Blue level

This level is believed to have the most people. “Blue” people no longer believe in magic pills and don’t want to compete. “As you work, so you earn.”

At this stage, the important things are:

• system;
• morals;
• rules and order.

To keep an audience of this order, you need to:

• address it as “you”;
• offer long-known solutions that have been proven over the years;
• treat customers and the world at large with respect;
• Provide deep insights;
• demonstrate transparent, clear, honest actions;
• establish clear rules for blogging and interaction;
• live on a schedule, have a clear plan of action, a daily regimen;
• be polar: “whoever is not with us is against us”.

What sells at the blue level:

• safe cars;
• safe cell phones;
• courses that give support and confidence, resilience;
• clear step-by-step instructions;
• ready-made solutions that are simple, tested and clear;
• individual coaching, mentoring, counseling;
• loyalty programs.

At this level, an expert is important to take an example from. “Yesterday I sold shawarma – I did this and that – I made a million”.

Triggers: It is important to show the path of development, publications in the media. Social approval. Need to become predictable and safe for people.

• justice;
• morality;
• polarity;
• trust;
• guilt;
• integrity;
• blogger/expert credibility;
• clarity and simplicity;
• years of experience;
• clear system and order;
• high quality;
• recognized expert / professional.

Orange level

A transitional level that is hardly represented in practice. People at this stage are not ready to be satisfied with small things. They aspire to great things, are ready to take responsibility for their lives into their own hands. They value their time. Believe not in magic pills, but in effective solutions.

At this stage, the important things are:

• achievement;
• success;
• contribution to the business;
• badges of honor;
• effectiveness.

Content:

• concise, substantive information only;
• numbers, percentages, figures, indicators, statistics, criteria;
• solid results;
• testimonials, but only from real people (know how to distinguish fake);
• well perceive diagrams and illustrations;
• bonuses, but only useful and practical ones;
• brands, regalia, certificates;
• achievements, goals, challenges, motivation.

What’s for sale:

• personal growth courses;
• investment courses;
• advanced technologies: smart homes, smart watches, robot vacuum cleaners;
• cars with the latest features.

Triggers that sell:

• personal success;
• ratings;
• achievement of results;
• resource management;
• investing in yourself;
• better results at the lowest cost;
• saving money, effort;
• competition;
• prestige;
• personal brand and reputation;
• innovations, the latest techniques;
• the most effective solutions;
• personal efficiency and productivity.

Green Level

There are few people at this level. Eating right, caring for the environment are manifestations of the green level.

“What can I bring to this world, how can I help the rest of us?” – is an urgent question for green people. Not only nature is important to them, but environmentalism in principle: in work, in relationships, in the family.

At this stage are important:

• the level of relationships;
• global association of people;
• charity;
• understanding of the equality of interconnectedness of all people;
• concern for ecology and the environment;
• a focus on all things natural and organic;
• ecology and sustainability.

Content:

• illustrations and infographics that evoke positive emotions;
• personal satisfaction with results;
• “together we can do more”;
• networking;
• “we decide what the future will look like”;
• charity events and call for volunteering;
• testimonials, how the product helped to make the world a better place, happier and freer.

What’s for sale:

• the theme of physical and mental health, ecology, ways to achieve harmony;
• clothing and other items made of natural materials: fabrics, stones, etc.;
• technologies created with care for nature;
• closed clubs and communities united by the mission to change the world;
• training, personal growth courses.

Triggers that sell:

• living in harmony with nature, emotions, goals;
• the desire to be happy and free;
• one’s own path;
• naturalness;
• trust in oneself;
• benefiting others and helping the weak;
• wellness of self, others, society, planet;
• positive thinking;
• emotional intelligence;
• absence of competition, partnership;
• tolerance and tolerance.

Yellow Level

At this level, there are extremely few people and most likely none of your customers.

Important at this stage are:

• complete acceptance and understanding of people of previous colors;
• absence of conflicts, disputes;
• the ability to understand and accept any point of view;
• win-win strategy;
• flexibility of thinking;
• true freedom not at the expense of others, but with others;
• possible transition between values of previous levels.

Triggers:

• new path;
• broadening of horizons and horizons;
• solving non-standard problems;
• development and self-development.

Turquoise level

At this level there are no individual people and companies, but humanity as a whole is actively striving to reach this level.

The main thesis is integrity:

• globality of problem solving;
• realization of oneself as a part of the whole.

Summary

1. Target audiences are the foundation of system sales.
2. Sketch out personas and then segment them, or vice versa.
3. Ask yourself and your customers the question: why do they need your service?
4. Sell services to audiences from 2-3 different levels, packaging the product differently. People often don’t even read ads directed to other levels exactly as ads.
5. Drowning in the same level audience should never be done, otherwise the blog/product will be boring.
6. When choosing a tier, you should not focus on the audience, but on the product.
7. If you’re selling an information product, it’s important to choose an audience that you’ll enjoy working with. This is a simple lifehack if you can’t pick 2-3 segments out of the crowd.