Experienced salespeople will know that some potential customers react better to certain approaches than others, which is normal when you consider that no two human beings are exactly the same in their nature.
Just as it is with any human interaction, you wouldn’t act the same way with all of your friends, some are there for laughs and some you’re more serious with.
The same goes for copywriting.
Of course, the challenge with copywriting is that in many cases you don’t know the behavioural style of the person you’re writing to. Having said that, if you’re targeting your marketing pieces towards salespeople, accountants or people in a specific job role, you’ll find that people in certain professions are more often than not have a similar behavioural style.
There are four things to consider when identifying the type of customer that you are dealing with:
- How the customer would like you to act when selling to them.
- How they would like to see information presented.
- The amount of information offered.
- How the customer makes their purchase decision.
By looking into these points, you can adapt your techniques to really relate to your customers and make more sales through customer interaction.
By using altering your techniques to each individual, you avoid the error that average salespeople and average copywriters make. They sell or write in the same way to every potential customer.
Instead, identify your customer’s buying behaviour – what they’re looking for and what will persuade them into purchasing your goods.
Understand what makes them tick, do they look like the sort of person who wants a jovial, witty salesperson, or somebody who wants it straight to the point and serious?
The final step is to familiarize yourself with one or more personality profiling systems such as DiSC. When you have a good understanding of the different profiles including their behaviours, their strengths and weaknesses, and how to best communicate with various people of various DiSC types, you’ll find that your copywriting success and your face-to-face sales success increases dramatically.
Using DiSC profiling as part of your sales and copywriting processes will help you on the path to increasing your sales. In future articles we’ll discuss the different DiSC profiling types and show you how to communicate with them in their language – whether it’s through a face-to-face sales process or through the copy you write.
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.