Everyone familiar with the basic copywriting rules knows that successful copy is the one that answers the most critical question for us all: What’s In It For Me? However many authors fail to realize the way this question has to be asked so that it can reflect the preferences and traits of the readers’ personality types. Yours most important objective in your copy is establishing a consistent communication with each personality type, so your prospects can provide the information they require to influence their buying decision.In the most general classification we can observe four main personality types which can be labeled as Amiable, Analytical, Driver and Expressive. Bryan Eisenberg, Jeffrey Eisenberg and Lisa Davis in their book ‘Persuasive Copywriting: How to Take Your Words to the Bank‘ provide a detailed description of each type which I feel obliged to bring up to you.

Why is your question best to solve the problem?

This question has to be answered to cater the needs of the ‘Amiable‘ type. Amiable must be authentic. They always engaged in a personal quest for their unique identity and live their lives as an expression of it. For them, integrity means the unity of inner self with outer expression. These individuals appreciate personal touch. They like things that are non-threatening and friendly. They dislike dealing with impersonal details and cold facts, and are usually quick to reach a decision. To approach this type you have to address values and provide assurances and credible opinions rather than options.

Sample copy:

Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

How can your solution solve the problem?

This question is important for the ‘Analytical‘ type. Analyticals need to be organized to act. They are businesslike and detail oriented. For them task completion is its own reward. These individuals appreciate facts, hard data and information presented in a logical manner as documentation of truth. They enjoy organization and completion of detailed tasks. They do not appreciate the personal touch or disorganization. Providing them hard evidence and superior service will capture you their attention.

Sample copy:

Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

Who has used your solution to solve my problem?

This answer is typically asked by the ‘Expressive‘ type. Being personal and relationship oriented these personalities feel need to belong. They often think that they must earn a place by belonging, by being useful, fulfilling responsibilities, being of service, giving to and caring for others instead of receiving from them. These individuals are very creative and entertaining. They enjoy helping others and are particularly fond of socializing. To address their traits provide them with testimonials and incentives.

Sample copy:

Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

What can your solution do for me?

This is the favorite question of the ‘Driver‘ type. Drivers are power oriented and seek competence in themselves and others. Driven by curiosity the Driver is often preoccupied with learning 24 hours a day. These individuals have a deep appreciation in challenges. They are goal oriented and are looking for methods for completing tasks. By providing them options, probabilities and challenges you will make them to respond to your prospects.

Sample copy:

Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

You might have noticed that each type asks its own question which basically is:

• WHY — for Amiables
• HOW — for Analyticals
• WHO — for Expressives
• WHAT — for Drivers.

To a greater or lesser degree, depending on the flow of your conversion process, the content and copy on all your pages needs to speak in these four ways, just like the sample copy above.

References:

Eisenberg, B., Eisenberg, J., Davis, L.T. ”Persuasive Online Copywriting: How to Take Your Words to the Bank”. Wizard Academy Press, 2005, Austin, TX.