This podcast episode discusses the different types of B2B buyers and how to approach them differently based on their level of risk aversion. Three types of buyers are identified: "now" buyers who make quick decisions, "soon" buyers who take a few months to decide, and "eventually" buyers who may take years to make a decision. The episode argues that focusing on "now" buyers, which constitute only 3% of the market, is not a sustainable strategy for building a business. Instead, it suggests building an audience and converting that audience into clients, and targeting "eventually" buyers who will hire the author of a product. The episode also suggests using a "conversion event" such as a live webinar or sales page to convert these buyers.