The Five Factor Model
Also referred to as The Five Factor Model (FFM), The Big Five Personality Traits Test can be used to measure, on a scale from high (5) to low (1), the traits of openness, conscientiousness, extroversion, agreeableness and neuroticism. The results are less detailed and more open ended than many other personality tests, but they are widely considered to be more reliable. Most people find themselves somewhere between high and low for each of the five traits.
Copywriting and The FFM
Applying The Five Factor Model To Copywriting features examples of text suitable for individuals high in one of the five personality traits. I have written examples for different content types. Copywriting intended to appeal to a broad audience should use language balancing characteristics from each of the five personality traits.
Take a Personality Test
Rather than viewing results as good or bad, people could use personality tests to learn more about themselves, reflect upon their personal development and help them find a suitable career. Employers might use personality tests to evaluate current or potential employees for particular roles. Authors could use them to find inspiration for creating realistic and consistent characters, which can also inform the creation of characters for use in promotional content for a business.
Openness
The trait of openness measures an individuals level of imagination, creativity, interest in other people, the world, new ideas and new experiences.
High openness individuals enjoy new experiences, often have a wide range of interests and are curious about other people and the world. They want to learn new things, dislike routine, have a good imagination, seek out novel experiences and are drawn to creative activities. Abstract thinkers and receptive to new ideas, people scoring high on the openness scale can also be unpredictable and unfocused.
For people high in openness, suitable career choices could include artist, writer, designer, musician, scientist, software developer or architect. They are more likely to respond to marketing messages that make use of storytelling and vivid imagery, which highlights innovative features, creativity, unique experiences and offers previews of new products or services.
Low openness individuals prefer routine and structure, tend to be cautious and are generally resistant to new ideas or different ways of doing things. They typically take time to consider all of the available options and information before making decisions and typically avoid behaviour they consider too risky. Those scoring low in openness struggle with abstract thinking and might find it difficult to perceive different perspectives.
For people low in openness, suitable career choices will be practical and could include accountant, engineer, office manager, technician or mechanic. They are more likely to respond to marketing messages using language that is clear and straightforward. They focus on reliability, value for money and potential improvements in productivity and efficiency, which could be highlighted in case studies or testimonials, featuring verifiable data related to a product or service.
Conscientiousness
The trait of conscientiousness measures an individuals level of impulse control, their ability to be organised and capacity to remain focused upon achieving an objective.
High conscientiousness individuals are thoughtful, possess impulse control and are goal oriented. They tend to be reliable, efficient, organised, pay attention to details, plan ahead and focus on meeting deadlines. Perfectionist high-achievers, people scoring high on the scale of conscientiousness are generally ambitious, self-disciplined and productive, but can also be stubborn.
For people high in conscientiousness, suitable career choices could include medical professional, project manager, lawyer, business executive or financial analyst. They are more likely to respond to marketing messages that prioritise the quality and reliability of a product or service, focusing on how it can help them achieve their objectives. Content should provide relevant information within a well organised and logical structure, highlighting benefits, customer reviews and service guarantees.
Low conscientiousness individuals are typically easy going, unstructured and lack organisation in their thinking and behaviour. They can be careless of details, often procrastinate and are more likely to miss deadlines than those high in conscientiousness. Those scoring low on the conscientiousness scale might be described by others as spontaneous, but might also be considered untidy, irresponsible, lazy or unreliable.
For people low in conscientiousness, suitable career choices could include artist, writer, musician and sales or marketing professional. They are more likely to respond to marketing messages that emphasise the ease of use and flexibility of a product or service, highlighting how it can be adapted meet the customers wants and needs. Language used should not be overly technical, but provide examples of how it can quickly and conveniently be used to solve whatever issues a customer might have.
Extroversion
The trait of extroversion measures a persons preference for social interaction, taking part in exciting activities and how assertive they are likely to be.
High extroversion (extraversion) individuals enjoy the company of others and are energised and inspired by spending time in social situations. They are typically assertive, expressive, outgoing, domineering and attention seeking. Those scoring high on the extroversion scale, enjoy meeting new people and being the centre of attention. They will seek out opportunities to expand their social circle and often have many friends and acquaintances.
For people high in extroversion, suitable career choices could include public relations or sales professional, journalist, office manager or performance artist. They tend to respond to marketing messages that highlight the fun of social and interactive experiences, through the use of exciting visual and audio content that engages their interest. This could include the promotion through social media of events, where potential customers will have an opportunity to meet other people.
Low extroversion individuals are introverted and typically find social events draining. This can leave them needing to spend time on their own to restore their energy levels, before facing the world again. They tend to be reserved, reflective and solitary, which can come across as aloof. Introverts find large social gatherings exhausting, but can enjoy being with other people, particularly in small groups, with people who they know and trust. Relationships they form might be few in number, but are typically of great importance to them.
For people low in extroversion, suitable career choices could include data analyst, IT professional, book editor or research scientist. They are more likely to respond to marketing messages that use calming visual and audio content, to highlight the benefits of a product or service for people who are happy to be on their own. Promotional materials should include self-service options and comprehensive user guides.
Agreeableness
The trait of agreeableness measures a persons level of empathy, compassion, generosity, willingness to help other people and desire to avoid conflict.
High agreeableness individuals are typically friendly, kind, compassionate and co-operative. They tend to have high levels of empathy, enjoy helping other people, take pleasure in their success and feel deep concern for those in need. Those scoring high on the agreeableness scale are likely to be described by others as generous and good natured. However, they might also be perceived as naive and too trusting, which could cause some people to try to take advantage of them.
For people high in agreeableness, suitable career choices could include teacher, medical professional, support worker, social care professional or careers advisor. They tend to respond to marketing messages that highlight the social, community and environmental benefits of a product or service. The language used should be warm and the content focused upon ethical principles, customer support and community responsibility.
Low agreeableness individuals are generally competitive, selfish and have little or no interest in the well being of others, or helping them with their problems. They can be argumentative, antagonistic, manipulative, often lack trust in the motives of other people and might look for opportunities to take advantage of them. Those scoring low on the agreeableness scale might bully, intimidate and insult people who they consider weaker than them.
For people low in agreeableness, suitable career choices could include lawyer, banker, sales professional or politician. They are more likely to respond to marketing messages using language that is confident, direct and highlights how a product or service can contribute to their success. They will look for products or services promoting benefits such as exclusivity, that could give them an advantage over their competitors.
Neuroticism
The trait of neuroticism measures the level of negative emotions, such as anxiety and depression, that an individual feels in response to challenging information, situations and experiences.
High neuroticism individuals tend to be emotionally unstable, suffer from high levels of anxiety and go through dramatic mood swings. They can be irritable, overly sensitive, dwell on worries and have angry outbursts, leaving others confused as to the possible cause. Those scoring high on the neuroticism scale are more likely to lack confidence, feel sad and insecure and exhibit behaviour that can damage their relationships with other people.
For people high in neuroticism, suitable career choices could include being an artist, writer, musician, dancer or other form of performance artist, in which emotional expression is expected. Working in a stable, structured environment, such as a research or technical department, might also be suitable. They tend to respond to marketing messages using language that is calm, reassuring and designed to bring customers peace of mind. For example, by highlighting features of a product or service that will improve safety, provide comfort, reliability and security, along with good customer support.
Low neuroticism individuals are typically emotionally stable, calm in the face of adversity and resilient when responding to setbacks. They are generally confident, secure in their sense of who they are, don’t worry unduly and rarely experience sadness or depression. Other people might view those scoring low on the neuroticism scale as being sensible and reliable, but a little dull or uninspired.
For people low in neuroticism, suitable career choices could include being a firefighter, medical emergency professional or working in a customer support role, where a calm response to stressful situations is required. They are more likely to respond to marketing messages that emphasise the performance benefits and low maintenance requirements of a product or service, using language that is clear and direct. For example, by providing suitable technical information for key features and relevant details of repair or replacement options.
Applying The Five Factor Model To Copywriting
When writing content, applying The Five Factor Model enables me to weave relevant information into a narrative with characterisation that is more likely to resonate with an audience. I have included below some suggestions that might appeal to people high in each of the five personality traits, for the content types; landing pages, blog posts, email newsletters, email sales funnels, case studies, eBooks and white papers.
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. The content should engage and inform potential customers in a manner that resonates with their preferences. It should encourage them along 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 Extroversion 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’.
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. However, long form blog posts could be thousands of words long and explore a topic in more detail, requiring extensive research to deliver complex information to an audience. They could balance the informal style of a blog post with the more professional approach used in articles.
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 Extroversion 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 Extroversion 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
Email sales funnels can help a business increase their engagement with potential customers. Understanding the personality traits of their 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 Extroversion 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 in fields such as technology, medicine, education and business, where they often serve as a sales tool, showcasing benefits of a particular product or service.
High Openness Describing innovative cutting edge features within a case study, such as virtual reality and augmented reality LMS features, can appeal to people who enjoy trying new things. For example: ‘Our innovative VR and AR on-boarding 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 on-boarding, training and retention of knowledge, as verified by subsequent tests’.
High Extroversion 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 on-boarding 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 on-boarding 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
An eBook can inform and educate, exploring in detail topics of interest to a 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.
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 Extroversion 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. Typically written for a B2B (business to business) audience, they might help to position a business as a thought leader in their industry. White papers could be used 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.
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 Extroversion 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.