Rule number one in copywriting is to write for the audience. It is important to know demographics, psychographics and more specifically what buying process and communication style an audience prefers when shopping for a product or service. The Myers-Briggs Type Indicator test measures psychological preferences in relation to how people perceive the world and make decisions. There are 16 types, and each type has a preferred buying process and communication style. Therefore, it is important to analyse customer communications to discern the customer's preferred buying process, personality type and communication style. The researcher also read hundreds of customer reviews and, following analysis, judged that the preferred communication style was, the sensing, feeling and perceiving (SFP) type. All these traits are in fact opposite in type to those of the owner/copywriter and so, in order to satisfy the preferences of the end-users, the researcher changed the 'voice' of the website and emails from intuitive, thinking and judgement to SFP.