Write your heart out – just make it interesting!
If you have a so-called gift for writing, if you can write with flair, humor, and on top of that make it interesting, Style I will be your most faithful reader. It is with Style I in mind that you can create the most colorful landing pages. If they are interesting, there is a good chance an internet user with Style I will read them to the end. But if you start to bore them, you will start to lose your Style I client…
Style I is the type of internet user who gets drawn in by moving stories, whether sentimental or emotionally stirring in any way. Just remember not to let them run too long, and never to lose momentum for even a moment or reveal the secret too soon, because that kills the excitement, which is an inseparable part of the buying process.
When creating content for I, you have to remember that it is a style that gets bored quickly and easily shifts its attention to something else. A table of contents at the start of your offer? S and C will study it, but I will yawn at once and skip it – and to keep it giving your offer a chance, you have to quickly give it something that grabs its attention, that moves it, intrigues it, holds it.
What could that be?
If you sell online courses, place on your landing page a story that opens with an intriguing lead or headline. Do you offer an online assertiveness course? Write about yourself – „How I went from a doormat to a hawk?” That is a headline that will catch the eye of anyone with Style I. Just remember not to overdo it. I is so hungry for life and interesting experiences that it will not be able to devote heaven knows how much time to your offer. The moment it feels bored, it will stop reading. That is precisely why I is the style for which you can place a flashing „buy now” call-to-action button in several spots in your offer, at different stages of presenting it.
I cannot stand boredom and loves all forms of interaction. If you want to win it over as an engaged client, engage it in creating the content itself. I likes being asked for its opinion, and also enjoys all kinds of games and fun on your fan page, such as guessing song or movie titles from acronyms, guessing a song title from its antonyms, and so on. I will happily take part in Facebook discussions, as long as they concern a topic that interests it.
An example of effective content run for Style I is the fan page, group, and website of Marta Idczak. Marta’s content is consistently maintained in a cosmic style, and she herself often presents herself – in stories from her own life full of self-irony and a healthy distance – as someone „not of this world,” which is very much in the Style I vein.
When creating content for I, remember to give it a steady dose of excitement as it reads. Emphasize the originality and uniqueness of your offer. Emphasize its uniqueness. Emphasize the speed with which, thanks to your offer, I will solve its problems – though consistently replace the word „problem” with the word „challenge.”
When using social proof, reach for celebrities – these can, of course, also be local celebrities or celebrities within a given field from Facebook or Instagram.
Remember that I is the most joyful of all the styles. It does not like being frightened or saddened, does not like hearing about unpleasant things, does not want to worry. It wants to enjoy life. That is also why it does not like wasting time on things that rob it of that joy of living – and reading overly long, boring offers and specifications is exactly one of those things. I is the style that makes buying decisions the fastest. Don’t squander that – give it the chance to buy your product whenever it wishes, for example through buy-now buttons placed several times throughout the offer.
A ticking clock showing the offer’s remaining availability absolutely works on I – provided it even manages to read and „scroll” through the content of the offer as far as that point, because it may well have clicked the „Buy” button much earlier (if it had access to it earlier). But if I did reach the point with the information about the time-limited availability of the offer, and on top of that saw additional bonuses or discounts encouraging a quick purchase, it is highly likely to make that purchase.
Advice for I, in the style of I, on how to write for I
Have you ever watched Japanese game shows? You will find plenty of them on YouTube. Watch any one of them, and then write down what you saw on the screen. Then take what you wrote and apply it to your offer, your landing page, or any form of content. And write it as if you were describing a Japanese game show.
Keywords for Style I
Each style has its own keywords. For I, the fundamental one will be the word uniqueness and its synonyms – unique, singularity, singular, special, modern, prototype, prototypical, innovativeness, innovative as well as the words: fast, quick, right now, needed yesterday, now, ASAP, sale, deal, don’t miss out, super, awesome, wow!
Final tips
A time limit and a ticking clock on the page, announcing that a unique promotion lets you buy a product for 50% of its original price, are meant to further motivate the internet user toward a buying decision. On people with Style S this sometimes works. It also sometimes works on people with Style I, and occasionally on people with Style D. Each of them sees seemingly the same thing in the ticking clock, and yet sees it a little differently. For S, it will be a chance to fulfill its dreams of quick weight loss combined with saving money – so the expense it incurs will be rational and optimal, optimally advantageous. Even if anyone were to criticize S for making the above purchase, it would have precisely this argument in its defense – the money it saved (potentially! but S will no longer notice that!). How do the remaining styles see this same thing? You will find out in the next articles in this series on content creation!