Michael has a degree in international marketing and currently works for a global e-commerce company.
Copywriting is a practice that targets audiences with varying personality types. Since each personality type will view and respond to perceived needs differently, it is necessary to know how this process plays out in the context of promoting products. This will, in turn, enable you to identify the right copywriting approach to use to target each personality type and create the greatest impact.
1. Methodical Personality
This personality has a strong bias toward security. Before they make a decision, they need to have as many details as possible concerning what they are dealing with. The more the credible facts they have, the more reassured they feel that the choice they are about to make is the right one. This does not mean that they are completely devoid of feelings when they deliberate, but it means that their emotional drive needs to be backed up by sound and rational arguments.
In order to help them arrive at a purchasing decision, your copywriting needs to simplify the process by limiting the choices they have. Since they are by nature inclined to brainstorm the choices available before they making a decision, giving them too many options will just complicate matters because they will get lost in the cyclic treadmill of trying to figure out what is most suitable from the range.
How Can You Customize Your Copywriting to Fit the Mindset of This Audience?
One way is by offering your product in two forms.
- The first offer of your product should be in its most basic form at a cheap price.
- The second offer should be of the same product with all the additional benefits and complementary features.
Due to the fact that they are already inclined to rationalize the difference between the two options, they will conclude that going for the cheaper product is a poor decision because it does not portray them as intelligent shoppers. The more expensive product mentally presents them with more credible facts and details to work with, and so here there is more room for maneuverability.
Hence, they will be inclined to choose the more expensive option. This works to your advantage. Presenting your offer in this way also shifts the paradigm. Yes, they are confronted with a decision. But this time, the decision they are confronted with is not a decision of whether to buy or not. There has been a major shift in focus. The decision is now between a valuable deal and a cheap offer. This is essential because it means that you still get a sale whichever side they intellectually gravitate towards.
Provide clear and logical reasons, explained rationally, on why they should buy the product, and why it is necessary for them to make the purchase now. Again, don't try to be pushy or use intimidation or manipulation as a tactic. Instead, simply act as a guide who will lead them through the corridors of mental reason. Arm and equip them with strong enough data such that in the end, they are fully satisfied, i.e. there is no doubt remaining as to the fact that they are making a truly reasonable and rational choice.
Work toward dispelling any clouds of doubt that they could have in their minds concerning the genuineness of the proposition at hand. Use facts and details to educate and undo any concern of risk on their part by choosing to purchase the product. Never use demeaning language but instead communicate with them in such a way that they feel they have been treated as intelligent individuals engaging with an intelligent proposition.
2. Competitive Personality
Those with a competitive personality may be more prone to taking risks. But they also want to feel that the choice they make represents a true picture of how they view themselves.
Just as with the Methodical Personality types, these too will consider facts as important but will place more emphasis on their gut feeling to determine whether this purchase will add value to the image they have about themselves or not.
Copywriting for this audience needs to take into account how the purchase serves to define them. How does your product impact the way they see themselves? How does it sit with their self-image? Your copy needs to capture these aspects of your product and communicate them well to the audience in a clear and precise manner.
Here you have an audience that views what they buy as an extension of themselves. Your copy should be tailored toward this direction. It should help them see how the purchase improves the image they have of themselves.
Don't overdo this by trying to fit in every conceivable image they could potentially have of themselves into your message, as it is not possible to cover all perceptions and the message will most likely become exaggerated. Instead, study the benefits the product provides and see how each of these benefits could impact a specific personality. Then summarize these in the sales copy.
3. Gregarious Personality
These individuals are more connected with others. They too can be risk-takers, but beyond just processing facts and details, their reassurance comes from knowing that other people have tried the product and proven that there is no risk involved.
Otherwise, they may still refrain from making a decision to buy even though all the credible facts and details have been presented to them.
For this audience, you need to present information concerning how your product has benefitted others. This is also where customer reviews and visual testimonials of satisfied product-users come into play. Captivate them with evidence in your copywriting concerning how others have used your product and how it has met their needs. This is how you will win them over into making the choice to purchase.
4. Spontaneous Personality
These are the early adopters who set the trend for others to follow. They beat the path and blaze the trail. Their need to explore makes them want to have some proof that the offer contains a higher adventure appeal before it resonates with them.
They want to grow and expand beyond their present situation. So they will not be willing to risk unless there is unmistakable proof that what they are getting into provides them with the means.
So if you present them with the same tired, mundane and boring words and phrases that are overused in sales and marketing, they will simply move away and pursue something else.
Instead, capture their attention by serving them with something that is intriguing and that stirs up their imagination concerning the unknown. Make a surprising offer that they have not seen before and they will be ready or inclined to take the leap in order to explore. Ask yourself, "How does this product affect the exploratory and adventurous instinct that they have?"
In conclusion, there is no one-size-fits-all approach to copywriting. This is because not all personalities are created equal. Therefore, knowing these four different personality types and how to engage with them will help you tailor your presentation in such a way that it makes a difference and generates effective results.