Does Your Copywriting Trigger What Makes Your Visitors Buy?

You study your website stats and see the amount of traffic
coming through. Nice numbers. But when you compare your traffic
against your sales, what do you get? A small fraction of 1%?
Wouldn't you love to see those conversions grow? But how can you
get them to buy?

The secret isn't some magic trick or tool. But your Internet
marketing is just shooting into the dark if you don't know the
needs that lead people to buy and how to focus your copywriting
to tap those needs.

Two main needs drive all people no matter what the demographic:
1) a desire to expand their world and become more than what they
are, and 2) a desire for safety. These needs conflict: the
desire to grow leads us to head out into the unknown;
self-protection leads us to circle the wagons and dig in against
unknown dangers.

Each person strikes their own balance between these two
contradictory needs. Understanding the way that different
personality types balance these needs is the key to effective
copywriting for them.

Methodical Personality Type

The methodical personality type balances strongly toward safety.
They need facts, lots of details, to assure themselves that they
are making the safest, most logical choice. Make no mistake,
methodical personality types decide to buy based on their
emotions like everyone else, but they feel a need to back up
their desire to buy with sound intellectual arguments.

To get them to buy, your copywriting needs to help them narrow
their choices. Avoid giving them too many options. They easily
get lost trying to find the best option among a series of equals.

One option to offer, though, is between your plain product at a
cheaper price or a more expensive price with lots of additional
features. Methodical thinkers are much more likely to choose the
more expensive version because it reinforces their image of
being a wise shopper. And it changes their decision from
deciding between buying or not buying into deciding between
buying a more valuable deal or a less expensive offer. But
either way, their decision gives you a sale.

Give them solid reasons to buy and buy now. Lead them through
your sales process in an easy and non-threatening way. Give them
the details they need to make themselves feel that they made a
rational decision. They want their purchases to be well-reasoned
and risk-free, and want to see themselves as smart shoppers.

Competitive Personality Type

The competitive personality type is less averse to risk, but
still needs to feel that their purchase reaffirms the way they
see themselves. They, too, consider facts in making their
purchase, but rely more on gut feelings of how well the purchase
puts them ahead of where they were.

The key to copywriting for this personality type is to recognize
their need to see the way they define themselves reflected in
what they buy. Recognize what types of self-images your product
reflects and sprinkle your sales copy with words and phrases
that help your competitive types see your product reinforce
their self-image.

Cast a wide enough net in fitting your product's image to
theirs, but don't try to cover every possible self image or
you'll get too generic to appeal to any of them.

Gregarious Personality Type

The gregarious personality type seeks to feel connected to those
around them. They are more willing to trust, more willing to
venture into the unknown, but are hesitant to assume the full
risk until others have proven that the path is safe. They
respond especially well to copywriting that shows how your
product has benefited others.

Catch their attention by talking about positive results that
others have experienced. Testimonials of satisfied customers or
pictures that show happy people enjoying your product also are
important. Make sure your copywriting provides them with
evidence that others have found your product worthwhile. They'll
feel more comfortable taking their own risk with it.

Spontaneous Personality Type

The spontaneous personality type is the most open to
exploration. They are the trend-setters, the early adopters, who
blaze the trail for everyone else. They will take risks. But not
unless you offer to fill the chief need for something better,
something that will let them to grow beyond what they are.

Surprise them. Intrigue them with the unexpected and they'll
make that leap of faith with you. Present them with the boring
old status quo approach and they'll move on to something more
intriguing.

Understanding what drives these four different types of
customers is essential to copywriting effectively for them. In
copywriting, as in clothing, one size most definitely does not
fit all.

About the author:

Jeff Baas' journey through writing, public speaking and web
marketing have uncovered basic principles that promote success
in virtually every career path. Check out these principles that
he outlines as they relate to Internet marketing in the Seven
Steps to Starting a Small Business Online that form the focus of
his tips and recommendations at http://www.onestopwebsupport.com