People have different buyer personality styles. In fact, according to behavioral science, there are four: drivers, analyticals, amiables and expressives. Sometimes, they are labeled differently, but they are nevertheless the same.
For example, Dr. Tony Alessandra, in his best-selling book “The Platinum Rule,” calls them “thinkers,” “socializers,” “directors” and “relaters.”
But regardless of the labels used, this means that different people communicate, relate and buy differently, based on their predominant personality style. Drivers prefer end-results. Analyticals are persuaded by facts. Expressives are moved by feelings. And amiables seek out relationships.
I’ve written about this on my blog and in several articles. But my suggestion, at the time, was to create a salesletter for each personality style, if and when your target market is comprised of more than one predominant personality.
This is not just about niche marketing, such as writing a salesletter that caters to a specific industry, group of people or product category.
If your sales copy specifically relates and caters to a predominant buying personality, your chances of connecting with your audience, at a deeper, more psychical and emotional level, will invariably increase your sales.
(Are you starting to see how powerful Web 2.0 is? Rather than having 2, 5, or 10 different salesletters where each fits a prospect’s particular niche or personality, you can work with one and one only, dynamically serving up the content to appeal to that person, without any additional websites, links or pages.)
By the way, some people say that choosing better, more compelling, more emotional or more “appropriate” words is manipulative. And by “appropriate,” I mean words that are conducive to making a sale with that particular prospect.
Manipulative? Maybe. But not in an unethical way.
It was Paul Myers, who said it best when he said: “Split-testing is not about manipulating people but about finding out what they really want.” I would add to that: “It’s about finding out how people want to be sold, and giving it to them.”
Look at Web 2.0 as a more efficient, highly compressed and dynamic form of split-testing. You serve up content exactly as the user requests it, when they do. You don’t have to run split-test campaigns, then wait and see what people like. You give it to them as they want it, when they want it.
If you want to see how simple this can be, here’s a small test you can run right now. Keep in mind that I’m oversimplifying for the sake of this example.
Just add a few forms or buttons (like HTML drop-down menus, radio buttons or checkboxes) on your sales page, in strategic locations. But rather than waiting for the forms to be submitted, simply hide the extra pieces of content (or variants thereof) throughout your content using “DIV” tags in the HTML code.
Test to see the kind of results you get. I bet you’ll be pleasantly surprised.
Again, I’m simplifying for the sake of the example, here. If you’re more technically inclined than the norm, you can figure out how to do it yourself, or just have someone else do it for you. There are many free scripts on the Internet that can help, including AJAX from Script.aculo.us, which I mentioned earlier.
If your prospect is a driver, then forget all the fluff and get your salesletter to serve up only the bottom-line results after they click just a few checkboxes. If your prospect is an analytical, then have more facts and data about your product drop in automatically into the salesletter. With amiables, have more testimonials show up throughout the salesletter in strategic locations.
Nevertheless, I submit that adding simple interactivity can increase the effectiveness of any salesletter. Is this true in all cases? Probably. Probably not. I haven’t seen it used in all industries to make an empirical guess.
But given human behavior and everything you’ve read thus far, my guess is that it’s going to increases sales in more cases than not. Plus, what you may not know is that this is currently being done by some top marketers. And let me tell you that their results are nothing short of amazing.
I’ve seen conversion rates more than double with interactivity. And this is not limited to the content on the sales page proper, either. Look at the entire “sales experience,” from beginning to end. For example, you can:
- Dynamically insert opt-in forms;
- Mold offers and price-points on the fly;
- Redirect users to different order forms;
- Add upsells or downsells to the order page;
- Make additional offers on the thank you pages;
- Play multimedia automatically once the user scrolls to a certain location, or once they fill out specific forms, such as on the order page;
And much, much more.
Ultimately, based on a user’s preferences the salesletter becomes individualized, engages the reader and offers the content they want, thereby selling them in the way they want to be sold, and does it all dynamically.
It can also present that content in their modality of choice, whether it’s audios, videos or demos. In fact, audios, videos and demos are catering to an even greater behavioral style — one not just based on buying personalities but also on the user’s preferred method of communication.
You’ve heard of “visual,” “auditory” and “kinesthetic,” right? And you probably have a good idea of what those are. If you don’t, or if you want to know how they relate to Web 2.0, then let’s take a closer look at these. Shall we?
Michel Fortin is a certified digital marketing expert and renowned copywriter who specializes in a unique combination of SEO, CRO, and UX to improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He has worked with thousands of businesses ranging from individual entrepreneurs to enterprise-level multinational companies. He's the author of two top-selling books and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.