Want to know what makes your visitors want to buy? Find out the two basic – yet contradictory – needs that drive people and the ways to satisfy those needs in different ways for the four basic personality types.
You study your website stats and see the amount of traffic coming through. Nice numbers. But when you compare your traffic against your sales, what do you get? A small fraction of 1%? Wouldn’t you love to see those conversions grow? But how can you get them to buy?
The secret isn’t some magic trick or tool. But your Internet marketing is just shooting into the dark if you don’t know the needs that lead people to buy and how to focus your copywriting to tap those needs.
Two main needs drive all people no matter what the demographic: 1) a desire to expand their world and become more than what they are, and 2) a desire for safety. These needs conflict: the desire to grow leads us to head out into the unknown; self-protection leads us to circle the wagons and dig in against unknown dangers.
Each person strikes their own balance between these two contradictory needs. Understanding the way that different personality types balance these needs is the key to effective copywriting for them.
Methodical Personality Type
The methodical personality type balances strongly toward safety. They need facts, lots of details, to assure themselves that they are making the safest, most logical choice. Make no mistake, methodical personality types decide to buy based on their emotions like everyone else, but they feel a need to back up their desire to buy with sound intellectual arguments.
To get them to buy, your copywriting needs to help them narrow their choices. Avoid giving them too many options. They easily get lost trying to find the best option among a series of equals.
One option to offer, though, is between your plain product at a cheaper price or a more expensive price with lots of additional features. Methodical thinkers are much more likely to choose the more expensive version because it reinforces their image of being a wise shopper. And it changes their decision from deciding between buying or not buying into deciding between buying a more valuable deal or a less expensive offer. But either way, their decision gives you a sale.
Give them solid reasons to buy and buy now. Lead them through your sales process in an easy and non-threatening way. Give them the details they need to make themselves feel that they made a rational decision. They want their purchases to be well-reasoned and risk-free, and want to see themselves as smart shoppers.
Competitive Personality Type
The competitive personality type is less averse to risk, but still needs to feel that their purchase reaffirms the way they see themselves. They, too, consider facts in making their purchase, but rely more on gut feelings of how well the purchase puts them ahead of where they were.
The key to copywriting for this personality type is to recognize their need to see the way they define themselves reflected in what they buy. Recognize what types of self-images your product reflects and sprinkle your sales copy with words and phrases that help your competitive types see your product reinforce their self-image.
Cast a wide enough net in fitting your product’s image to theirs, but don’t try to cover every possible self image or you’ll get too generic to appeal to any of them.
Gregarious Personality Type
The gregarious personality type seeks to feel connected to those around them. They are more willing to trust, more willing to venture into the unknown, but are hesitant to assume the full risk until others have proven that the path is safe. They respond especially well to copywriting that shows how your product has benefited others.
Catch their attention by talking about positive results that others have experienced. Testimonials of satisfied customers or pictures that show happy people enjoying your product also are important. Make sure your copywriting provides them with evidence that others have found your product worthwhile. They’ll feel more comfortable taking their own risk with it.
Spontaneous Personality Type
The spontaneous personality type is the most open to exploration. They are the trend-setters, the early adopters, who blaze the trail for everyone else. They will take risks. But not unless you offer to fill the chief need for something better, something that will let them to grow beyond what they are.
Surprise them. Intrigue them with the unexpected and they’ll make that leap of faith with you. Present them with the boring old status quo approach and they’ll move on to something more intriguing.
Understanding what drives these four different types of customers is essential to copywriting effectively for them. In copywriting, as in clothing, one size most definitely does not fit all.