How to Speak Your Customer’s Language: MVS + Primary Concern and the Psychology of Effective Communication

Ignacio Guerrero
Dec 11, 2025
4 min read

A Step-by-Step Guide for Marketers, Founders, and Content Creators to Demographic-Proof Your Messaging and Increase Conversions

Table with two columns: "MVS" and "Primary Concern." Rows: Blues - Welfare of others, Reds - Task accomplishment, Greens - Logic & process, Hubs - Group welfare.

Why does this happen?

This is a problem that nobody wants to admit. Your message is failing.

Not because your product isn't good, or because it is poorly written, or because of your budget.

Here's the brutal truth: 95% of purchase decisions are emotional, driven by values alignment, not by features, price, or even ROI.

Most businesses treat all customers the same. They blast the same message to everyone and wonder why only a few convert. However, what they often overlook is that two 35-year-old professionals with identical incomes can have distinctly different buying triggers. One cares about fairness and preventing harm. The other cares about efficiency and results. One values logic and transparency. The other values are community and belonging.

Meet Moral Foundations TheoryMoral Foundations Theory (MFT), developed by psychologist Jonathan Haidt and colleagues, shows that people operate with different moral systems. Think of these as distinct value frameworks that determine what matters to them, what concerns them, and ultimately, what they'll buy. Here's the key insight: people weigh these foundations differently. This isn't about politics or ideology. This is about how people make decisions.

1. BLUES "Welfare of Others."

They are empathetic decision-makers who prioritize preventing harm and ensuring fairness. The question they ask before buying is, "Will this hurt anyone? Is this ethical?"

What motivates them:

Stories about impact on other people.
Transparency about labour practices.
Evidence that no one is being exploited.
Social responsibility and fairness.
Absolute proof that their purchase prevents harm.

What repeal them

Profit-at-all-costs messaging.
Hidden supply chains.
Lack of transparency.
Dismissal of ethical concerns.

Lead with impact and ethics. Not efficiency. Not ROI. Impact, for example:

WRONG: "Our software is 40% faster and costs 30% less." RIGHT: "Our software was built by contractors paid 2X industry average. By switching, you prevent digital exploitation and ensure that workers earn a living wage. 87% of customers report better team well-being."

Blues don't care about speed. They care that your business doesn't hurt people.

2. REDS "Task Accomplishment."

They are goal-oriented, efficiency-focused, respect authority and have proven track records. The question they ask before buying is, "Will this WORK? Can I trust it? What's the ROI?"

What motivates them?

Measurable results and ROI.
Authority endorsements (Fortune 500, experts).
Proven case studies with specific numbers.
Speed to implementation.
Confident, direct language.

What Repeals Them:

Vague claims without proof
Lengthy timelines
Lack of authority backing
Emotional appeals that avoid the metrics

Lead with metrics and authority. Be specific. Be confident. No hedging, for example:

WRONG: "Our platform helps teams work together more meaningfully." RIGHT: "Fortune 500 companies report 34% faster project completion. Average ROI: 280%within 6 months. Trusted by Google, Microsoft, and Tesla."

Reds don't care about meaning. They care that it works and that proven leaders use it.

3. GREENS "Logic & Process."

They are Analytical, detail-oriented, and highly skeptical without evidence. They value complete information and personal freedom. The question they ask before buying is, "Is this logical? Do I have ALL the information? Am I free to choose?"

What motivates them:

Detailed technical information.
Transparent pricing and comparisons.
Honest assessment of limitations.
Data and research back claims.
Full API documentation.
Freedom to customize and choose.

What repeals them:

Emotional appeals disguise weak logic.
Missing details.
Restricted freedom or forced choices.
"Trust us" without data.

Lead with transparency and data. Show your work. Admit limitations. Give choices.

WRONG: "Join thousands of happy users who love our tool!" RIGHT: "Costs $ X/X/month. Here's how it works: [technical explanation], limitations: [honest list]. You own your data. Full API access. Here's our comparison vs. competitors."

Greens don't care about happiness testimonials. They care that you're honest, and they keep a level of control.

4. HUBS "Group Welfare."

They are community-oriented, relationship-focused, and prioritize group cohesion and collective well-being. The question they ask before buying is, "Can I belong? Does this strengthen our community? Does this reflect our shared values?"

What motivates them:

Belonging to a community with a shared purpose
Collective impact and group achievement
Shared values and mission
Opportunities to contribute
Stories of groups coming together

What repeals them:

Individualistic "stand out from the crowd" messaging
Divisive rhetoric
Weak community bonds
Focus on personal gain over collective good

Lead with community and belonging. Show how they contribute to something larger.

WRONG: "Stand out from the crowd. Be unique." RIGHT: "Join 50,000+ members working toward [shared goal]. Together, we've [collective achievement]. Your contribution: [specific group impact]."

Hubs don't want to stand out. They want to belong.

How to Implement it?

Start by analyzing your current messaging. What colours are they? After that, ask your best clients or long-term ones what made them choose you, and start identifying the type of clients you have. If you want more like those, start using messages that align with the colour of your ideal clients.

Thanks for reading. I would appreciate it if you followed me on my Medium channel and LinkedIn.

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References