Warmth Wins: Designing High-Trust Funnels for Enneagram Type 2

They are the people who remember your cat’s name. They are the first to offer help when you are moving to a new apartment.

In the world of personality tests, we call them The Helpers. If you want your business to grow, you need to understand Enneagram Type 2 marketing. These individuals do not buy things just because they are cheap or cool. They buy because they feel a genuine connection to the person or the brand.

Who is the Enneagram Type 2?

Before we talk about sales funnels, we must understand the person. Type 2s are warm, empathetic, and very social. Their biggest goal in life is to be loved and needed by others.

They are very sensitive to the feelings of people around them. In a group, they are the “glue” that keeps everyone together. When they look at a brand, they are looking for a friendship, not just a transaction.

If your marketing feels cold or “corporate,” a Type 2 will run away. They want to know that you actually care about their problems. They want to see the human face behind the logo.

The Secret to High-Trust Funnels

A marketing funnel is the journey a person takes from meeting you to buying from you. For most people, funnels are about logic and numbers. For a Type 2, the funnel is about trust.

Trust is not built with big red “Buy Now” buttons. It is built with soft language and helpful content. You must show them that your product will help them help others.

Type 2s love brands that have a mission. For example, brands like TOMS Shoes or Warby Parker are very popular with this group. Why? Because when you buy from them, you are also helping someone in need.

Step 1: The Warm Welcome

Your first interaction should feel like a warm hug. Do not start by talking about your prices. Start by asking how they are doing.

Use images of real people smiling and helping each other. Avoid using “stock photos” that look fake. Type 2s have a “fake radar” that is very strong. They can tell when a company is not being authentic.

Tips for the Greeting:

• Use inclusive language like “We” and “Together.”
• Show behind-the-scenes photos of your team.
• Focus on emotional benefits, not just technical features.

Step 2: Give Before You Ask

The Enneagram Type 2 lives by the rule of giving. To win their heart, you must give first. This is where you offer a free guide, a helpful video, or a supportive newsletter.

In Enneagram Type 2 marketing, your “freebie” should solve a small problem for them immediately. If you are a fitness coach, don’t just give them a workout. Give them a guide on how to encourage their friends to stay healthy.

Pro Tip: Type 2s are motivated by appreciation. If they sign up for your list, send them a “Thank You” email that feels personal and kind. Make them feel like a hero for joining your community.

Step 3: Building the Relationship

Once they are on your email list, do not ignore them. Type 2s hate feeling rejected or forgotten. You need to “nurture” the lead.

Write emails that sound like they are coming from a best friend. Share stories about your own struggles and how you overcame them. When you show vulnerability, a Type 2 will trust you more.

They also love user-generated content. Show them stories of other customers who have found happiness with your product. This builds “social proof,” which is very important for this personality type.

The Language of Connection

The words you choose matter a lot. Type 2s respond well to soft words. Instead of saying “Master this skill,” say “Discover how to share your gifts.”

Words to Use:

Designing the “Soft Close”

When it is finally time to ask for the sale, do not use pressure tactics. Type 2s do not like feeling forced. Avoid countdown timers that create “fake” stress.

Instead, use a “Soft Close.” Remind them how this purchase will make their life easier so they have more energy for their loved ones. Focus on the positive impact the product has on their relationships.

For example, if you sell a cleaning service, do not talk about “clean floors.” Talk about “more time to play with your children.” That is the emotional hook that works for a Helper.

Common Mistakes to Avoid

Many marketers make the mistake of being too aggressive. If you use “bro-marketing” styles (like showing off expensive cars or big houses), a Type 2 will feel disconnected. They value modesty and kindness over power and wealth.

Another mistake is being too transactional. If your funnel ends the moment they pay, you lose them forever. A Type 2 wants a long-term relationship. Send them a follow-up message to see how they are doing.

Why Type 2s are Your Best Customers

Once a Type 2 trusts you, they are your most loyal customers. They will not only buy from you again, but they will also tell all their friends about you.

They are natural brand ambassadors. They love to share things that have helped them. If you treat them with warmth and respect, they will help your business grow faster than any paid advertisement.

Final Thoughts on Type 2 Strategy

Marketing to a Helper is about radical kindness. It is about moving away from “selling” and moving toward “serving.” When you design your funnel with empathy, you don’t just get a sale. You get a partner who believes in your mission.

Are you ready to make your marketing feel more like a conversation and less like a pitch?

Frequently Asked Questions