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Home » Kick them out or give ’em more: how copy can help

Kick them out or give ’em more: how copy can help

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Yesterday we saw that a dark triad personality type of prospect could end up on your site.

It’s either going to be the narcissist, the machiavellian or the psychopath. Or a mix of the 3 (good luck with that).

But we also mentioned how you can use this knowledge to your advantage to either filter them out or address their concerns.

How? Here are my thoughts:

Narcissist – “The know-it-all”

if you want to filter them out, the best way to deal with them is to counterattack. In your FAQs or in a separate section, clearly tell visitors Who your product or service is for and who it’s not for. Let their egotism be confirmation that you’re not for them.

If you think that there’s value in helping them, mirror their pride and sense of grandiosity or achievement to make them realize them how what they’ve done so far only led them to a solution that’s not the best. The best obviously being your product or service. They might not be empathic for other people but they know themselves and they always aspire to more.

Machiavellian – “The What’s in it for me”

When you want to filter them out, you have to remember that they want to control the situation. The second they feel like they’re not in control, that they can’t manipulate you, they’re out. So, be specific, don’t leave room for interpretation in your copy, and lay out a clear process for what working with you looks like. Set boundaries.

If you still want to help them, address their objections in a way that makes them feel like they can get what they want.

Psychopath – “The unpredictably irrational”

Tough one here but often depending on your market you might be selling to highly emotional and unpredictable types. To filter them out I think the high touch approach works. They are unlikely to want to deal with people when they can go with their impulsive, unattached decisions. Get in touch often and directly, use chat, email, upsell offers etc.

To keep them browsing, the opposite is true. Present your case with compelling benefits and related features (they are likely to be fast decision makers, so need to be able to quickly skim). Then get out of the way. Make it easy to click that button or fill out that form on a whim.

Curious, how would you describe your website visitors?

Ever tried to figure out what kind of personality types they are?

It’s a nerdy area I’m super interested about.


2 quick crunchy things to chew on the weekend:

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Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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