Formatting a Website with Personality Types in Mind - Use of Images and Videos
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I am attracted to pictures and videos, since those tend to summarize content, saving me the trouble of going through boring text. Use images and video in the top level part of your website to encourage Artisans and Rationals to buy. SEOBook makes perfect use of this technique. Aaron summarizes each page in a video, which helps short attention span visitors digest his long text pages easier.
Borrow this technique and use videos on your page to summarize and describe pages. Keep them one to three minutes in length and stick to the facts. Look at videos as summaries of content - hype free.
On the Topic Of Hype
I personally hate hype. Maybe it's because marketing has made me hype-resistant, but when I see it, I know it (just like porn). I think hyped pages are a thing of the past, since those usually never make it to high positions on Google SERPs. In fact, the only pages that make it on Google are content-rich sites with no hype in sight.
My advice would be to stay away from hype, unless you're in a very niche market where sales letters do the job of selling well. Check Clickbank to see HARDCORE examples of what to avoid.
Using the Lower Portion of the Site
The lower portion of the page is perfect for Guardians and Idealists who don't mind and actually prefer to read through many details before handing over their dollars. There you can list each possible detail relevant to the topic, without worrying about length. The more detailed you get, the better.
Make sure to throw in testimonials for the Idealists who rely on the opinions of others when making their decisions. Plugging testimonials strategically throughout your content is the best approach.
By devoting the lower portion of the site to details, you will also make Artisans and Rationals happy, who will do an unconscious sniff test and glance over long text to see if everything adds up.
Next: Using Images >>
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