Services

As a copywriter, I can craft text suitable for website landing pages, articles and blog posts, email newsletters, email sales funnels and white-papers. In this section I describe the application of the Five Factor Model (FFM) to each content type. The examples I have provided relate to sustainable technology. The style of language I have used is appropriate for individuals who score high on the scale used to measure each of the five personality traits, using The Big Five Personality Traits Test.

Applying The FFM To Different Content Types

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. Therefore, it is essential 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

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, blog posts could be used to explore a single topic in some detail, while articles could use a storytelling style. 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: ‘Changing 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 motivations and concerns that people might have.

High openness: Messaging that appeal 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 the 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 you need, try our free demo to find one that meets your needs. Our support teams are also ready to answer any questions.’

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 an organisations overall mission. For example, a white paper on sustainable technology could look at strategies involving the use of AI, IoT and the cloud. White papers can used for a B2B or B2C audience and could 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 and 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’.

Conclusions

Building long-term customer relationships is a challenging process. A business that makes effective use of copywriting within their content marketing strategy can achieve better results. Using The Big Five Personality Traits Test can help a copywriter to improve their understanding of human nature. Applying this as a framework to their writing, a copywriter can craft text that will resonate more with their intended audience. This can enable them to deliver content that will increase customer engagement, sales and retention.