Copywriting Content Types
As a technology copywriter, I can craft content suitable for website landing pages, articles and blog posts, eBooks, email newsletters, email sales funnels, case studies and white-papers. This page features descriptions of my approach to copywriting applying the Five Factor Model (FFM). For each content type, I have included an example for people high in openness, conscientiousness, extroversion, agreeableness or neuroticism, with suitable sales oriented text for each personality type. When appealing to a general audience, copywriting should use language with a balance of the five traits.
Applying The Five Factor Model To Copywriting
Website Landing Pages
The landing page of a website is often the first place a potential customer visits to learn more about a business and the products or services that a business sells. Ideally the content engages and informs potential customers in a manner that aligns with their personality traits. It should encourage them on a path that leads to purchase of a product or service.
High openness: The emphasis should be on innovative new technology, using engaging storytelling. For example: ‘Learn about our AI-powered sustainable platform, that is revolutionising management of renewable energy and be part of the future today.
High conscientiousness: The focus should be on building trust, based upon the reliability of a product or service, details of how it works and practical benefits. For example: ‘Using our data driven platform will help you to make smarter green decisions, while delivering greater efficiency and cost savings’.
High extraversion: Language used should be lively, energetic and encourage engagement. For example: ‘Join an exciting community of people who share your dream of building a more sustainable future, by signing up today’.
High agreeableness: The societal and environmental benefits of a product or service should be highlighted, by showcasing social proof such as testimonials that build trust and good will. For example: ‘Read how by working together we are helping our customers to make the world a greener place’.
High neuroticism: The use of reassuring language when trying to reach people who have a sensitive nature can help to reduce their level of anxiety. Providing support options and guarantees could help to ease their concerns. For example: ‘To help you during your move to our new service, our support team is available 24/7 to guide you through each stage of the process and answer any questions’.
Articles and Blog Posts
Blog posts are generally informal, with a conversational style, that is intended to appeal to a broad audience. They are typically shorter than an article, provide surface coverage of a topic, include content that is optimised for keywords and are aimed at casual readers. They might include how to guides and lists of tips. Blog posts might be used to attract traffic at the Top of Funnel (TOFU) stage and promote special offers or newsletters. However, blog posts can be used to make readers aware of articles that will explore subject matter in greater depth, enabling them to be used in a complementary manner in a marketing strategy.
Articles generally take a more authoritative tone than blog posts, provide well-researched information, with in-depth analysis and objective findings. Often aimed at decision makers within private companies or public organisations, articles are less concerned with SEO (search engine optimisation) or sales oriented text than blog posts. Articles could be used at the Middle of Funnel (MOFU) or Bottom of Funnel (BOFU) stage of a marketing and sales funnel. They can be used to build trust over the longer term, rather than drive sales in the short term, which could help to establish successful B2B relationships.
Technology Blog Posts
Technology blog posts can raise awareness of and build confidence in a brand, by helping potential customers understand technical subject matter of interest to them. They can be less formal in tone than an article and might include personal thoughts or insights of the author. A blog post with an intriguing keyword rich title is more likely to attract the attention of the intended audience and appear in search results. For example, by referencing trending topics or solutions to common problems. An introduction should make it clear what topic the blog post will be exploring, in a manner that encourages people to continue reading.
The main body of a blog post can be be separated into easy to read sections, with subheadings that each address a particular point. Technical details could provide insights and explanations, with charts and infographics to illustrate the information, along with links to relevant sources. Testimonials and case studies can be used to provide examples of real world solutions, with tips, guidance and recommendations. The conclusion of a blog post could provide a summary of key information, encourage engagement and include calls to action (CTAs), such as a downloadable eBook, white paper, demo or newsletter registration.
Technology Articles
Technology articles and blog posts can both serve a role as marketing tools for a business, but articles tend to be more formal in tone, involve more research and go into greater depth. They can be used to establish credibility and authority in an industry, with titles that are direct and intended to appeal to a professional audience. For example, ‘Emerging Cyber Security Trends’. The use of data that is well researched and includes citations and references from credible sources can add to the perception of expertise and authority. A technical article could be used in a B2B context to inform readers about emerging trends, by offering an objective analysis of a complex topic.
The introduction should state the purpose of the article, with specific issues to be addressed. The main body of an article can be divided into sections, with suitable sub-headings, looking at causes, trends, opportunities and solutions. Supporting data should be included, along with links to relevant sources, that could include the results of independent research and industry reports. Expert commentary could be highlighted, with comparisons of different solutions and visuals used to illustrate complex statistics. The conclusion should summarise key insights and when referring to products or services sold by the company it should be done in an objective manner. Rather than a hard sell approach, the CTAs should encourage people to learn more by reading additional content, such as white papers, or request a consultation.
Long Form Technology Blog Posts
Traditionally blog posts are less than 1000 words in length and use an informal, conversational style that engages with an audience through personal insights and perspectives. Articles are more structured, professional and formal in tone, requiring extensive research that is intended to deliver complex information to an audience and will typically be more than 1,000 words in length. However, long form blog posts could explore a topic in more detail, while articles could use a storytelling style. Long form blog posts can be used to provide a balance between the informal style of a blog post and the more professional approach used in an article. Articles and blog posts can be complementary, but both should resonate with the personality traits of the target audience.
High openness: Content could explore technology and sustainability trends and developments, encouraging feedback and stimulating discussions. For example: ‘Improving supply chain sustainability using block chain technology’.
High conscientiousness: Data-driven content could include relevant charts and graphs to illustrate the text, which is based upon evidence intended to appeal to a preference for accuracy and order. For example: ‘Proven strategy for reducing pollution using renewable technology’.
High extraversion: Dynamic, interactive content, could encourage engagement and comments, or sharing on social media. For example: ‘Take our quiz to find your sustainability score’.
High agreeableness: Highlighting potential benefits of sustainable technology, expressed through human interest stories could resonate with people who value compassion and helping others. For example: ‘How green technology supports communities and brings people together’.
High neuroticism: Copywriting that expresses empathy and understanding by addressing concerns an audience might have, such as reliability of a product or service, is more likely to appeal to those of a nervous disposition. For example: ‘How people worried about climate change can make a difference with some simple lifestyle choices’.
Email Newsletters
Sending regular email newsletters to people who have subscribed can help to nurture leads and maintain engagement with customers. By ensuring that the content is suitable for the personality traits of the target audience, open and conversion rates could be improved.
High openness: The offer of exclusive early access to content about innovative technology, could attract the attention of those who enjoy being inspired by new ideas. For example: ‘Register for Beta Access, to be among the first to try our new AI-Powered sustainability service’.
High conscientiousness: The use of direct language, with summaries of key information, details of useful resources and clear calls to action can help to establish trust in a product or service. For example: ‘Download a free copy of our latest report detailing our efforts to increase sustainable energy generation’.
High extraversion: The use of shareable content and invitations to community events or webinars could attract extrovert personalities. For example: ‘Apply today for one of the limited spaces to join our live webinar on opportunities in green technology’.
High agreeableness: Content that highlights how a business is supporting good causes is more likely to resonate with people who have a strong sense of social responsibility and community values. For example: ‘Find out how you can get involved in our efforts to support communities and build a greener future’.
High neuroticism: Providing reassuring information, such as testimonials and product or service guarantees, could ease the concerns of those who dwell upon their worries. For example. ‘If you feel overwhelmed by the challenges of being more sustainable, read our easy to follow guide to take the first steps into your green future’.
Email Sales Funnels
The use of email sales funnels can be an effective way for businesses to increase their engagement with potential customers. Understanding the personality traits of a target audience, can guide the messaging used, which is more likely to result in initial and repeat sales. The content at each stage of the engagement process can be tailored to address possible concerns and highlight benefits people might value.
High openness: Messaging that appeals to potential customers through exclusive offers or early access to innovative products or services could appeal to people who enjoy having new experiences. For example, ‘Get early access to our new AI based SaaS tool and be among the first to have the opportunity to explore the future of sustainable business productivity’.
High conscientiousness: Well structured facts, supported by evidence, relating to the benefits of using the product or service a business sells is more likely to appeal to people who value accuracy and reliability. For example: ‘Independent analysis of our performance metrics confirmed a 45% reduction in overall energy consumption among customers using our new AI supported systems’.
High extraversion: Using exciting content that inspires engagement and action is more likely to appeal to people who enjoy social activities and adventure. For example: ‘Schedule a free consultation with one of our experts, to discuss how we can help your business achieve its sustainability goals’.
High agreeableness: People who value compassion and helping others, will be more likely to respond to content highlighting relatable stories about the social benefits of a product or service. For example: ‘Learn how sustainable business practices can contribute towards building a greener future for our planet’.
High neuroticism: Reassuring content that highlights safety features, customer support and guarantees, might appeal to people who dwell upon their concerns when comparing products and services’. For example: ‘If you have yet to decide which SaaS option will deliver what your business needs, try our free demo. Our friendly support teams are ready to answer any questions you might have about our SaaS products.’
Case Studies
A case study is an analysis of an individual, group, event or organisation, under real world conditions, so as to increase understanding of the topic being studied and highlight key factors considered to be relevant. They can be used within fields such as technology, medicine, education and business, where they often serve as a sales tool, showcasing the benefits of using a particular product or service. This example refers to a learning management system (LMS).
High openness: Describing innovative cutting edge features within a case study, such as virtual reality and augmented reality gamified LMS features, can appeal to people who enjoy trying new things. For example: ‘Our innovative VR and AR onboarding and training platform delivers a personalised learning experience designed to meet each employees needs’.
High conscientiousness: Customers who plan ahead and base decisions upon factual data will look for detailed metrics, reliability and evidence backing up the results in a case study. For example: ‘The table below details the process of introducing our LMS platform and improved onboarding, training and retention of knowledge, as verified by subsequent tests’.
High extraversion: People energised by social interaction are more likely to feel motivated by case studies highlighting interactive team building features. For example: ‘Our LMS helps managers to more effectively support employees and employees to support each other during onboarding and training. Their shared experience helps to build more resilient teams’.
High agreeableness: A case study describing how a platform helps employees to be happier and more productive can appeal to customers who value social responsibility, empathy and shared community values. For example: ‘A friendly onboarding experience helps new employees feel welcome and personalised training ensures that more experienced staff feel supported in their professional development’.
High neuroticism: Case studies highlighting usability, security and reliability can appeal to clients who are risk averse and worry whether a service will perform as required. For example: ‘Read testimonials from clients regarding how easily our LMS was integrated with their existing systems and how quickly they began to benefit. In addition to onsite training, we can offer clients 24/7 support’.
eBooks
Businesses can use an eBook to inform and educate, exploring in detail topics of interest to their target audience, while also demonstrating industry expertise. A technology business might publish eBooks about products or services they sell, but place them in a wider context of more general interest. Applying The Five Factor model could enable knowledge of the subject matter to be woven through a narrative that is more likely to appeal to readers. When attempting to reach a broad audience, an eBook could be written in a manner that balances characteristics from each of the five personality traits.
High openness: An eBook that provides an optimistic perspective on the future impact of AI on how we live and work could appeal to people who are excited by new ideas. For example: 'Imagine a future in which AI enables your business to become more responsive to customer wants and needs, generating more leads and sales'.
High conscientiousness: An eBook featuring content that is well structured and includes data that is the result of extensive research can appeal to people who value performance and reliability in the products and services they use. For example: 'Based upon our extensive research, this eBook details case studies in which businesses reduced their energy costs by more than 30%. Learn how your business could benefit from our innovative approach to data management'.
High extraversion: An eBook that uses an upbeat tone and explores ways in which technology is bringing people together is more likely to resonate with people who thrive on social interaction. For example: 'Learn how to start your own sustainable technology workshops by reading our eBook, which includes an easy to follow guide. Building teams that have shared goals could help your business achieve new levels of success'.
High agreeableness: People who value community, social responsibility and ethical behaviour are more likely to be receptive to an eBook that explores technology which could help us to build a more sustainable world. For example: 'We provide solutions powered by green energy. Read our eBook to learn how innovative technology is helping us to work with communities and protect the natural world for future generations'.
High neuroticism: Risk averse people who worry about negative outcomes are more likely to prefer eBook content that reassures them and suggests methods they can use to manage challenging circumstances. For example: 'Rapidly changing technology can be overwhelming. Our eBook provides advice on how you can manage that change at your own pace'.
White Papers
A white paper is a document used to present detailed information on a complex topic, based upon relevant research. They could be used by a business to inform current or potential clients about specific products or services, or explore more generally a subject relevant to the mission statement of an organisation. For example, a white paper on sustainable technology could look at strategies involving the use of AI, IoT and the cloud. White papers are more likely to be written for a B2B (business to business) than a B2C (business to consumer) audience and might help to position an organisation as a thought leader within their industry.
High openness: A white paper exploring visionary future developments in the technology sector could appeal to individuals who enjoy speculative ideas about the future. For example, ‘Learn about exciting research into the future of green energy storage’.
High conscientiousness: Well structured content that focuses on research data, verified analysis and relevant case studies, is more likely to appeal to those who look for quality and reliability in the products or services they use. For example: ‘Read an independent analysis of how we are increasing efficiency and reducing costs, whilst also helping our clients reach their sustainability goals’.
High extraversion: Providing interactive content and social proof, such as client testimonials, could attract the interest of people who enjoy spending time with others and sharing their experiences. For example: ‘Read about the journey we have been on with clients who have benefited from our innovations in the provision of more sustainable computing’.
High agreeableness: People who value the benefits to wider society of products or services sold by an organisation are more likely to be motivated to become a customer. For example: ‘Working together to promote the role of sustainable technology in building a better future’.
High neuroticism: Individuals whose buying decisions are strongly influenced by their worries about a product or service can respond well to messaging that addresses their concerns. For example: ‘Finding solutions to the challenges of building a more sustainable future, using technology with proven reliability and developed with safety in mind’.
Benefits of Hiring My Technology Copywriting Services
Building long-term customer relationships is a challenging process. A business that makes effective use of copywriting services within their content marketing strategy can achieve better results. When combined with an understanding of a businesses goals and their customer needs, awareness of The Five Factor Model can help a copywriter to craft text that will appeal to the target audience. This can increase customer engagement and generate more leads and sales.