Five Factor Model Personality Traits and Copywriting
The five factor model provides a framework that can be used to better understand human personality and behaviour. Copywriting that weaves relevant information into a narrative featuring relatable characters is more likely to resonate with the target audience. Applying an understanding of the big five factor personality traits to persona creation can inform the writing of content marketing more likely to engage audience interest, generating leads and sales.
How To Write Copy That Sells
Below are examples of the five factor model applied to technology copywriting for different content types that might be used within a content marketing strategy. Knowing how to build customer personas using the big five personality traits test could help you to learn how to write copy that sells. I have included suggestions for sales copy that might appeal to people high in each of the five factor personality traits of openness, conscientiousness, extroversion, agreeableness and neuroticism.
- How To Write a Landing Page
- How To Write a Blog Post
- How To Write a Newsletter
- How To Build a Sales Funnel
- How To Write a Case Study
- Writing an eBook
- How To Write a White Paper
How To Write a Landing Page
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 they sell. Content should engage the interest of 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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits. I have included examples of marketing copy for landing page CTA ideas.
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’.
5 Factor Model Personality Traits
How To Write a Blog Post
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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for blog posts.
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’.
5 Factor Model Personality Traits
How To Write a Newsletter
Sending regular email newsletters to people who have subscribed can help to nurture leads and maintain engagement with customers. Email segmentation strategies can ensure the content is suitable for the demographic characteristics and personality traits of recipients. This can improve open and conversion rates. Below is a description of content that is more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for an email newsletter strategy.
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’.
5 Factor Model Personality Traits
How To Build a Sales Funnel
Lead generation funnels, such as B2B email sequences, can help a business increase 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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for email sales funnels.
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.’
5 Factor Model Personality Traits
How To Write a Case Study
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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for case studies.
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.’
5 Factor Model Personality Traits
Writing an eBook
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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for eBooks.
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.’
5 Factor Model Personality Traits
How To Write a White Paper
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. Below is a description of content more likely to appeal to individuals high in each of the five factor model personality traits, along with examples of marketing copy ideas for white papers.
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’.
5 Factor Model Personality Traits
Benefits of Hiring My Technology Copywriting Services
Good copywriting is an essential element of creating an effective content marketing strategy. Applying my understanding of The Five Factor Model, digital marketing and the art of storytelling, I can write content that will resonate with the audience a business wants to reach. Increasing engagement with their target audience can generate more leads and sales for a business and support the building of long-term customer relationships.