Copy Writing with Personality Types in Mind
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This is a second part of a three-part series on how to build a website with the four personality types in mind. It will show you how doing so can increase your conversion rates. We'll focus on the kind of content and written copy to which each type responds.
As we discussed in the previous article, there are 4 dominant personality types identified throughout centuries by Hippocrates, Carl Jung, David Keirsey and the Myers-Briggs test. Those personality types have unique traits. Those traits affect the buying habits and decision-making process each personality goes through before giving you money.
In order to sell better, you must satisfy those buying traits. In this article we help you achieve that.
It's important that you read the previous article in this series to understand the four personality types and what makes them tick.
Who is Your Dominant Personality Type?
This is a very tough one to identify. Do your customers have a dominant personality trait? Are they mostly Artisans or are they Idealists? What if you have a mix of two? What if you have a little bit of all four? How do you know?
Unfortunately, you never know.
Not only do you never know the dominant buying personality of your customers, personality can change depending on the role a person is playing. For example, Jim is a CEO of a major company. As an CEO he is required to make quick, fact-based decisions, which puts him into the Rational category. But Jim's dominant "off-work" personality is Idealist, so he cares a lot about others. In his workplace, Jim may mix his work-based Rational personality with his regular Idealist personality, operating in two modes. Those two modes affect his final decision; therefore, your website must feature content for both modes.
Your website may get a little bit of everybody, so it makes sense to build a website for all four personalities. It is very tricky and requires major template and content planning, but the results are well worth it.
The upper portion of your top level pages should be aimed at Artisans and Rationals, while the bottom part can get detailed for Guardians and Idealists, since those types do not mind digging for details.
Next: Conversion Optimization >>
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