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How
To Appeal To Different Personalities
Copyright 2007 by Ayat Shukairy
Introduction
We all think differently. We read different books,
listen to different music, and have different opinions
on things.
Yet with our websites, we often develop the voice, copy,
and style with what we want and how we do things. What
about the customer? Chances are, the customer won’t feel
and do things the same way you do. The site must be
client-centric and visitor-focused.
Keep the customer in mind and construct a website that
leads the customer to buy your product or service. Your
copy and design will grab the attention of the right
visitors and get them to act. So, when the customer hits
your site with the obvious question of ‘what’s in it for
me?’ You’ll grab their attention if you’ve constructed a
website that considers their wants and speaks in their
voice. You’ve got to know what the customer wants to
hear, and how they need to hear it to make the sale.
“But”, you say, “I’m me. How can I write copy or talk in
a way which appeals to another person voice and style?”
The answer is to understand your customer and speak to
them personally. It can be a little like dealing with
Jekyll and Hyde, but once you’ve get the knack of it
you’ll find that split personalities are easier to
handle than you think!
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Gene's General Info |
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Gene Perkins
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Member since 12/20/2005 |
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Personality types
Take the following different personality types:
An easy going likes a personal approach. They will ask the
question “Why is your product the best?” To satisfy the easy
going person, provide reassurance and opinions. These
personalities are humanistic in nature so testimonials and
such appeal to them and may help them move through the
conversion process.
An analytical person is all business and detail oriented.
They are disciplined, and will ask you “How does your
product differ from others?” For analytical people, provide
evidence. A simple paragraph explaining your products will
not suffice, you need to give this personality type in-depth
information about your process, details about your
products/services, etc.
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A spontaneous person likes brief, to-the-point answers! The
expressive person will ask “What are the benefits and how
can this (product/service) help me?” For this person, you
need to display the points, give them the reason to buy your
products or services, and help them convert right away by
placing call to actions throughout your copy.
An assertive person is powerful and strategic. They will
want to know “What can your product do for me and why is it
the best?” This personality is competitive in nature and
always wants the best, wants to know why it’s the best, and
wants to see the advantages of your service/product over the
rest. For this include person comparisons, assurances, and
satisfaction guarantees.
The method
“You mean I have to write different copy to suit all these
different personalities?” Don’t panic, not at all. With
careful thought, you can combine the approaches and come
away with something for everyone. Take a look.
“At INVESP, our approach is customized to meet your
objectives and concerns. Your results are guaranteed.
Explore our methodology to discover how hundreds of clients
have been satisfied. Our solutions include:
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• Traffic builder designed to drive more online visitors
to your site.
• Optimized conversion solution designed to lead users
through the conversion process.
• Community builder designed to keep your traffic coming
back to your site for more.”
Different types of people will all find something here they
like.
• Easy going, humanistic personalities will identify with
the ‘hundreds of clients’.
• Those that are analytical will identify with ‘methodology’
and most likely click on that link.
• The spontaneous will explore like the list of solutions
and their immediate benefits.
• Assertive/competitive people will like the ‘guaranteed
results’ and satisfaction guaranteed.
Something for everyone, pretty easy concept. However, before
imploring this technique, you must identify who your clients
are. The majority of your clients may be analytical and
spontaneous in nature, so you would have to try to appeal to
them mostly. Identify with your customer and they are more
likely to complete the sale, so start appealing to their
personal side. Remember, the site must be constructed for
them, not you.
Article Source: http://EzineArticles.com/?expert=Ayat_Shukairy
ABOUT THE AUTHOR:
Ayat Shukairy serves as the creative director at
INVESP consulting. She oversees the
implementation of online marketing services
designed to help clients increase site traffic,
improve low site conversion rates, and establish
customer loyalty. Additionally, Ayat has worked
closely with clients to optimize their landing
pages and help them lead successful online ad
campaigns. |
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