The art of copywriting is essentially a deep dive into the human psyche. It's not just about choosing the right words, ensuring grammatical accuracy, or structuring sentences correctly. It goes beyond that, delving into the realm of human ego, understanding the audience, and crafting messages that resonate with different personality types.
If you've read a few articles on copywriting, you're probably familiar with concepts like "Features = Benefits", "Power Words", and various copywriting formulas. If not, you might want to explore resources like Joe Vitale's Copywriting Profit Center, David Garfinkel's Results-Driven Marketing, and Copywriting Articles.
One potent copywriting strategy involves segmenting the human personality. Before crafting your sales letter, it's crucial to understand your audience. This strategy takes it a step further by categorizing people into three types: commanders, thinkers, and visualizers. Each type responds differently to various arguments.
Commanders are leaders, often occupying management-level positions. They value strength and physicality. Words that resonate with commanders include 'tackle', 'power', 'feel', 'sense', 'grasp', 'touch', 'people', and 'team'.
To win over a commander, emphasize strength, durability, years in business, proven and time-tested products, and notable clients or founders. Phrases like "Your competitors are...", "We can handle the toughest assignments...", and "Your team will like..." are likely to appeal to them.
Thinkers are intellectuals, often found in roles like CFOs, scientists, programmers, and accountants. They respond to words like 'think', 'sounds', 'understand', 'numbers', 'sense', 'prove', 'know', and 'reason'.
When dealing with a thinker, focus on future results, logical design, uniqueness, and expert endorsements. Phrases like "It sounds like you need...", "Here are the numbers...", "There are several steps to the solution. First...", and "Here are the reasons behind..." can be effective.
Visualizers are the most common personality type. They enjoy creative roles and respond to words like 'show', 'see', 'look', 'visualize', 'picture', 'watch', 'perspective', 'perception', 'quick', 'fast', 'immediate', 'easy', and 'instant'.
To appeal to visualizers, explain how your product's features will benefit them. Emphasize the design, quick and easy solutions, and visual appeal. Phrases like "I can visualize the problem you have...", "Here's a quick overview...", "The solution is simple and easy with our...", and "It looks like you need..." can be effective.
In the digital world, you often don't have the luxury of meeting your customer in person. Therefore, your sales letter must appeal to commanders, thinkers, and visualizers alike.
To achieve this, focus on arguments that resonate with most people:
Incorporate these arguments into your sales letter and get creative to stand out from the crowd. Now, it's time to put these strategies into action and boost your sales!
