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How personality Improves Persuasion
Want to take your persuasion game to the next level? It’s not all about adding countdown timers and testimonials. In fact, the very best way to attract and connect with your audience is to be real—show your personality (or your client’s personality) in your copy.
In Module 3, we’ll talk about several different techniques that will help you do this even better… tactics like storytelling, significance, liking and flattery. But personality is something you can use with most of the persuasion techniques we’ll share.
And it’s not just the words you use. Design, photos and the graphics you use to support the copy you write, also help communicate your personality to your audience.
So why is personality important? And what do we mean by personality?
Before we talk about why it’s important, let’s talk about what it is…
Personality is the combination of characteristics or qualities like your tone, your voice, and your style that form an individual’s distinctive character.
Digging deeper into these 3 core elements, you’ll find your personality reflects your attitude and includes your sense of humor (or lack of it), along with whether or not you’re ironic, intimate, condescending, academic, casual, hopeful, sinister, serious, passionate, somber, etc.
When you think of your personality, let’s step away from your writing for a second…
Imagine you’re in your local coffee shop. Imagine the type of attitude you’re embodying as you’re sitting, and possibly chatting, with the person next to you.
Are you playful? Are you shouting and angry? Are you cracking jokes? Are you giddy with joy? Are you conversational? Are you whispering?
Your personality is situational and changes often, but every business should have a default personality that matches your brand (or your client’s brand). Even if you haven’t given it a thought, it’s there.
Back to the second question: Why is personality important?
If you’re working in a competitive marketplace, and most of you are, you’ve probably discovered that many of the claims clients make no longer grab the attention of your prospects.
Maybe you’ve expanded those claims and said things like “it’s better, faster, stronger” in an attempt to one up your competitors, but that’s not working either.
Maybe you’ve even created a unique mechanism to highlight HOW your client’s product or service delivers benefits differently and better than the competition, but it’s still not working… and the copy you write is not grabbing attention in the market.
That means you’re in the final stage of Market Sophistication. This is where your market has heard all the claims and seen all the features…
And your market no longer believes in your product or your message. Potential customers may even be flat out ignoring you.
The only way to grab and hold attention in this final stage of Market Sophistication is to be iconic and to connect with your prospects in an emotional way.
Your need your prospect to connect with some quality in you (or your client) and the brand, the message, the product that mirrors what they desire in their own life.
Creating an identity for your brand that you can leverage to sell your services and products at this stage is a must. So how do you to that? You use your personality.
And we’ll show you how as we talk about the different persuasion techniques, tactics and triggers throughout this masterclass.
