‘5 Types of Consumers’ is a practical framework that categorizes consumers into five distinct types based on their decision-making patterns.
Ralph Carrasco, a U.S. Navy Veteran with 15 years of experience advising businesses in law firms, medical practices, home services, luxury brands, automotive dealerships, and eight-figure companies, developed this approach from direct observation of why people buy or pass on offers.
The book focuses on consumer psychology, trust signals, and the role of online elements, such as reviews, photos, and posts, in shaping choices before any direct interaction occurs.
Carrasco addresses business owners and marketers who notice competitors with inferior offerings consistently winning customers.
He provides specific tools, including P.I.E.R. Thinking™ and I.I.D. Activity™, along with examples of offers, positioning, and follow-up sequences designed to convert hesitant prospects into repeat, high-ticket buyers across various industries.
What You Will Learn
You will learn the characteristics and triggers for each of the five consumer types: Coupon Clippers (driven by discounts), Star Counters (focused on ratings and reviews), Socials (influenced by social proof and networks), Researchers (who dig deep into details), and Librarians (who collect and compare information methodically).
The book explains how to identify these types and adapt your brand’s digital property – such as reviews and visual content – to build instant trust and influence decisions subconsciously.
Carrasco includes real-world applications tested in service-based and luxury businesses. Readers gain frameworks to make messaging land more effectively, shift from pushing sales to pulling ideal clients, and reduce reliance on guesswork about buyer behavior.
Amazon shows the paperback holds a 5.0 out of 5 stars rating from five reviews and ranks as #1 New Release in Global Marketing as of its December 17, 2025, release.
Our Key Takeaways:
- The book presents a framework that identifies five specific consumer types and their underlying decision drivers, helping you understand why people choose or reject offers.
- Business owners and marketers in service industries, from local practices to high-end brands, benefit most from the practical, experience-based strategies.
- You should read it if you want concrete tools to optimize your online presence and messaging so that ideal customers select you naturally over competitors.
You may also want to check out some of our other bestseller book spotlights.
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