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Home » The dark side of your customers (it’s scary)

The dark side of your customers (it’s scary)

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I started dipping my toes in evolutionary psychology after learning about David Buss and his work on the topic.

As a copywriter, understanding what drives us, how we got here, and what we’re evolving into, is a superpower.

On a recent podcast Dr. Buss talks about a concept that I think can help you write better copy and convert more.

It’s the theory of the “Dark triad”.

In short, it describes 3 personality traits that can lead to all sort of negative, detrimental behavior in society.

From Wikipedia:

  • Narcissism is characterized by grandiosity, pride, egotism, and a lack of empathy.
  • Machiavellianism is characterized by manipulation and exploitation of others, an absence of morality, unemotional callousness, and a higher level of self-interest.
  • Psychopathy is characterized by continuous antisocial behavior, impulsivity, selfishness, callous and unemotional traits, and remorselessness.

Think about it, these are the red flags you should look for in your customers or clients.

The narcissist is the know-it-all or “I don’t need you” type.

The machiavellian is the one who only cares about what’s in it for them.

The psychopath, well, they’re the unpredictable, irrational, “all over the place” type.

But there’s a caveat that you should keep in mind.

We all have at least some traces of these in ourselves.

Even if you consider yourself an empathetic person, you won’t be one all the time. Same with the others.

Each is more like a spectrum.

And btw, if you’re curious, you can go and take a dark triad test now.

So, my point?

You should keep these personality traits in mind when writing your copy and laying out your pages, because you’ll inevitably face prospects that show at least some of those.

It’s gonna be up to you whether you want to use them to filter these people out, or to try and counter their negative behaviors.

How do you do that?

I’ll share it with you in tomorrow’s email.

What a better way to end our week than to talk about psychopaths and narcissists, right?

Talk tomorrow.

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