Our Strategy

Why Values Drive Buying Decisions (and Great Marketing)

We’ll bet that the purchasing experiences you remember best were either terrific or terrible. What made the difference? Aside from the quality of the product or service, it was how well the seller perceived and responded to your needs and values.

Maybe you still remember the friendly salesperson who actually listened, then helped you find exactly what you wanted at the right price, versus the pushy rep who chased you out the door yelling about a “deal of a lifetime.”

At the end of the day, we all decide what to buy based on what we value. And when it comes to marketing, the most successful businesses understand this. They know that to earn trust and drive action, you have to communicate in a way that aligns with your clients’ unique personalities and priorities.

At IRYS, that’s what our value-driven target marketing is all about. We build your marketing strategy around this very idea using what matters most to your audience to guide how we write copy, design visuals, and even choose platforms. Because one person might want clear processes and credentials, while another is drawn to bold visuals and instant outcomes.

Our marketing strategy is rooted in the B.A.N.K.® personality science methodology, created by Cheri Tree, founder of Codebreaker Technologies. She developed B.A.N.K.® as the world’s only scientifically validated sales system proven to predict buying behavior in real time, showing that sales isn’t a numbers game, it’s a people game.

At IRYS, we take this powerful framework beyond sales conversations and apply it to your entire marketing approach. It guides how we shape your messaging, visuals, and strategy, so everything speaks directly to what your ideal clients value most.

The 4 Personality Types and Their Values

We all have a mix of these four personality types, but it’s the dominant ones that shapes how we make decisions.

B is for Blueprint

A is for Action

N is for Nurturing

K is for Knowledge

The BANKCODE assessment (link) is quick and eye-opening. It helps you understand what drives you and you can start to learn how different messaging can appeal to your target audience. At IRYS, we use it to tailor value-driven campaigns that truly engage your ideal clients.

Marketing to someone’s values works. Cheri, BANKCODE’s developer, says she has found that “only 18% of customers will buy from a salesperson who doesn’t match their personality type, whereas 82% will buy from someone who is a match.”

That’s why at IRYS, we layer your strategy so your website, ads, social posts, and emails all speak to what matters most to your ideal clientele. It’s how we turn more “maybes” into yeses. That’s what makes marketing using B.A.N.K. so powerful.

How to Market Effectively to Each Type

Just like a diamond’s cut, color, clarity, and carat set its worth, the way you communicate shapes how valuable your offer looks to a client. You want them to see that what you have to offer is a brilliant asset, not just another diamond in the rough!

To do that, your messaging should be: clear, concise, coherent, credible, courteous, convincing, and confident.

Here’s how you can market successfully to people who have each of the 4 core value systems.

Blueprint

Be clear, detailed, and businesslike. Show credentials, minimize risks, and lay out step-by-step how you’ll help them succeed. Keep it formal and respectful.

Action

Be bold, energetic, and quick to the point. Focus on big wins and VIP-level benefits, keep it high-impact and moving fast.

Nurturing

Build a genuine connection. Share stories and show you care about people and the community. Highlight how what you offer helps others. Be authentic, ethical, and warm.

Knowledge

Lead with logic and expertise. Share data, research, and technical details, then back it up with proof. Skip the fluff, they want substance and facts.

Level Up Your Marketing Game with B.A.N.K.®

Wondering how B.A.N.K.® can actually help you market better and grow your profits? Here are a few quick stories that show how speaking to different values and personality types changes the game.

(We’ve named each character with B, A, N, or K to match their personality type.)

Selling a Lifestyle, Not Just a Listing

Selling a House in a College Town

You’re a Realtor listing a 3-bedroom, 2-bath home in a vibrant college town known for its community feel, local events, and family-friendly lifestyle. The question is: how do you market it to attract different kinds of buyers?

If you want to appeal to someone like Nancy, a busy nurse who works from home and is raising two kids and a golden retriever, your marketing needs to show heart. You’d create social posts and videos highlighting local family activities, after-school programs, weekend festivals, yoga classes, and the dog park, everything that makes it easy for her family to feel at home and make new friends. Testimonials from neighbors about the close-knit community and photos of kids playing outside could be exactly what draws Nancy in.

But if you want to attract someone like Ken, a newly hired assistant professor moving in from out of state, your marketing needs to look completely different. Ken is short on time and needs to justify this investment with hard facts. So your content would showcase price comps, appreciation rates, and market data. You might run a short video breaking down the home’s value versus nearby properties, including expert commentary, and offer downloadable reports. It’s all about helping Ken see the logical, financial advantages of buying now.

When your marketing speaks directly to what people like Nancy and Ken each care about most, you’re no longer just selling a house, you’re showing why it’s perfect for them.

Touching Hearts and Raising Money for a Cause

After a natural disaster left hundreds of pets homeless, your nonprofit decides to launch “Cause for the Paws,” a digital campaign to raise awareness and funds. You craft content for social media that spreads the word about the urgent need for donations, sponsorships, and volunteers to foster dogs and cats until they find permanent homes.

To appeal to people like Andrew, who owns a local sporting goods store and likes to act fast, your posts lead with high-energy videos featuring celebrity supporters, bold calls to action, and spotlights on the immediate impact of donations. He’s drawn in by the excitement, shares the content with a Super Bowl MVP friend who agrees to endorse the campaign, and ends up sponsoring branded T-shirts for volunteers, turning community events into a win for his store, too.

Meanwhile, your strategy for reaching someone like Nicole, who owns a local nursery and moves more thoughtfully, looks very different. You post before-and-after stories of rescued pets, heartwarming videos of kittens being bottle-fed by foster families, and heartfelt testimonials from adopters. Seeing these touching stories in her feed, Nicole decides to donate generously. She even offers to feature the campaign on her gardening show and involve her daughter’s scout troop to help feed some of the animals.

By tailoring your content to speak directly to what moves different people, whether it’s urgency and influence or compassion and community, you inspire more supporters to step up and give.

Promoting a Corporate Wellness Program on LinkedIn

You’re marketing a corporate wellness program and using LinkedIn to connect with decision-makers who might benefit from it. Instead of sending bland connection requests, your outreach posts and DMs are smart and personalized, sharing fresh industry stats and mentioning specific ways companies like theirs could see ROI from better employee wellness.

That’s why your content strategy looks totally different depending on who you want to attract, whether it’s someone like Adam, the CEO of a high-energy sales company, or Bonnie, the HR director at a conservative financial firm.

For someone like Adam, your LinkedIn strategy leans into competitive advantage. You publish posts about how top-performing sales teams stay energized and avoid burnout, highlight quick wins like productivity boosts, and even share a limited-time offer for early adopters of your program. It’s content built for decision-makers who like to move fast and keep their edge.

Meanwhile, your posts and articles aimed at someone like Bonnie look entirely different. You emphasize long-term employee wellness, risk management, and how a structured program integrates seamlessly with existing benefits. Case studies and clear step-by-step breakdowns reassure someone in HR that this is a safe, compliant investment that fits the budget and pays off over time.

Whether you’re trying to engage someone like Adam or win over someone like Bonnie, your success comes down to marketing that’s tailored to their values, not a one-size-fits-all pitch.

Marketing Executive Coaching to Different Types of Leaders

Your executive coaching website can be tailored to attract very different types of leaders. It all depends on who you’re trying to reach. Someone like Brittany, a newly promoted CFO at a large accounting firm, will respond to completely different messaging than Kelly, a tech manager stepping into her first leadership role. The way you structure your content, from success stories to expert articles, shapes who sees you as the right guide for them.

If your goal is to attract more clients like Brittany, your site needs to spotlight credibility. You’d feature clear outlines of your coaching system, emphasize your certifications and business experience, and share testimonials that prove your results. Pricing transparency and detailed expectations would build trust, helping cautious decision-makers feel comfortable taking the next step.

But if you want to appeal to someone like Kelly, your content would look different. You’d highlight thought leadership pieces, detailed white papers, and deep-dive case studies that show how your coaching helps diverse teams thrive. Long-form articles and data-backed insights give curious, big-picture thinkers like Kelly the assurance that they’re partnering with someone who truly understands complex organizational dynamics.

Whether you want to reach a Brittany or a Kelly, your website’s impact comes down to how well it reflects what each of them values most, and why they’d trust you to lead them forward.

Marketing a Multifamily Investment to Different Types of Investors

You’re preparing a slide deck to pitch a multifamily property to potential investors, and you want it to land with four very different personalities, each driven by what they value most.

If you’re hoping to catch the interest of someone like Bruce, a cautious, detail-oriented investor, you’ll highlight your conservative underwriting: realistic projections, built-in allowances for unexpected costs, and stress tests showing how the property holds up in downturns. You’ll also mention respected local partners managing renovations, to reinforce stability and trust.

To appeal to someone like Alex, who thrives on big opportunities and prestige, your deck shifts tone. You include striking before-and-after photos from your contractor’s past projects, drop the names of prominent investors already on board, and emphasize the hot market momentum that makes this a limited-time chance to get in on something big.

If you want to engage someone like Natalie, who cares deeply about community and quality of life, your slides tell a different story. You feature the property’s green spaces, family-friendly amenities, and energy-efficient upgrades. You talk about nearby schools, local businesses, and how the complex supports sustainable living, all painting a picture of a vibrant, caring environment.

And for someone like Kathryn, who needs data and proof, your deck goes heavy on demographics, market trends, financial models, and a clear analysis of projected returns. You include detailed underwriting and third-party reports, giving her everything she needs to evaluate the deal thoroughly and close on her own terms.

Because your presentation weaves together what matters most to each of them, it becomes a compelling case for all four, showing how a single marketing strategy, layered thoughtfully, can connect with every type of investor.

Why Values-Based Marketing Works

According to Cheri Tree’s B.A.N.K. system, we all carry a mix of four core value types, but it’s the order of these values that truly shapes our decisions, from what we buy to whom we trust. Your top two personality drivers guide most choices, the third emerges under stress, and the last influences what you’re least likely to care about.

And none of it is fixed. Your values evolve with your life experiences. New careers, relationships, or even global events can shift what matters most. As the philosopher Heraclitus put it, “The only constant is change.”

That’s why understanding what people value is so powerful. It’s also why Cheri Tree’s mission for Codebreaker Technologies is to help people better humanity by connecting with empathy, growing their emotional intelligence, and ultimately building better relationships in business and life.

At IRYS, we use the BANK system to build your marketing so it’s not just beautiful, but precisely aligned with what drives your best clients to say yes. That’s how we turn your marketing into a growth engine, by putting your clients’ values at the center.

B.A.N.K.® is a registered trademark of Codebreaker Technologies, used here under fair use to describe marketing applications.