Copy Writing with Personality Types in Mind - Copy Writing for the Four Personality Types
(Page 3 of 4 )
Guardians SJ
Guardians are at home in engineering, programming and other sciences that require a love of detail. They are usually serious and somewhat introverted.
When writing your website copy for Guardians, you must know your stuff. If you don't, they will be on to you in a second. They are very suspicious of "sales hype" and it usually turns them off, so avoid the hard sell.
Here are two fictional examples to show you good and bad ways to approach selling to Guardians.
Good:
A recent study released by Johnson Research showed that in May 2009, 45,236,641 links were not in use on the Internet. This compares to 34,678,234 in May 2008, one year ago. By using BABA URL Command software, it was demonstrated that companies increased revenues by $23,344 - $564,865 per year and cut time spent on URL optimization.
Bad:
Get BABA URL software and you can earn up to $500,000 per year, by using abandoned URLs available for free on the Internet. For just $5 per week you will make profits of over $1,300 per day!
Artisans SP
Artisans usually succeed as sales people, marketers and entertainers. If your customer is an Artisan, the Internet is a perfect place to sell your product.
Artisans tolerate sales pitches. When writing for them, your pitch should be concise and to the point. Artisans love self-expression, so you can help your sales process by emphasizing how you can aid their self-expression. Don't get into too many details, as those will bore them. Write something humorous and you will gain more respect in an Artisan's eyes. Summarize pros and cons.
Good:
Imagine yourself in a luxury hotel, lying in the heat of the sun, on white sand, slowly sipping your drink.... while bikini-clad ladies pass by, glancing at you with interest. Or maybe you will ride that red sports car, taking the clutch up to 5 on the freeway, way beyond the speed limit... screw the speed limits...
Bad:
This 10-year perfected sales system will allow you to increase your income level by at least 15% over the next year. That extra income will help you get a vacation or buy the car you've always wanted.
Idealists NF
Idealists are very friendly and artistic people. They don't like the extreme stuff. Idealists love to be part of a bigger team as opposed to doing solo work. They also put others above themselves.
When writing for Idealists, try a one-on-one, friendly approach. Assume your reader is an old friend and write a warm "personal letter" to him or her. Provide a very strong guarantee, state concrete facts, offer believable testimonials and proof of exceptional after sales support.
Rationals NT
Do not invade their personal space. Rationals are natural-born leaders. They make decisions quickly and don't like too many details. Pros and cons are usually enough. Rationals disrespect laziness and inefficiency. They honor and respect effectiveness in a person.
When selling to Rationals, avoid even a hint of hype. Speak to them at their level and include a summary along with the bottom line. Write professionally with a business-like approach.
Good examples of Rational personalities are Oscar Schindler in the movie Schindler's List and Frank Lucas from American Gangster.
Good:
Dear stock buyer. You and I are both aware that there's no guaranteed way to win on the stock market (unless you're pulling Wall Street games), but if you give me a minute of your time, I will show you how I've developed a strategy that helped me be a winner. There are only 100 copies of this book, because I want the strategy to keep on working, since I still collect a good yield from this field. So if you're in stock market trade, please ....
Bad:
Hey Friend! My name is Ivan and I am about to share a money-making, well-kept, stock market trading secret. Sit back, kick your legs in the air and relax, because what I'm about to share with you will make you so much money you will quit your job. You are about to learn how to make a lot of money and always win in the stock market, by applying my mega-money-making formula.
Next: After Sale Service for Each Personality Type >>
More Website Promotion Articles
More By Ivan Strouchliak
/ 3 
