Forget the fairy tales
Remember when we wrote about „fairy tales” intended to sell a weight loss supplement? Forget about them when creating content for style C. Here, facts count: data, (reliable!) evidence, indicators, sources (scientific, real, verified).
Creating content for Style C is about creating expert content. A user with Style C will trust you if they consider you an expert. Of course, as a copywriter or entrepreneur selling someone else's product, you don't necessarily have to be an expert yourself. However, from the perspective of Style C, in the latter case, you should be, and in the former, you should assign the topic to be described not to a copywriter writing for a rate per 1000 characters, but to an expert in that field.
Give me specific information
Style C is a very specific type. In offers, they look for concrete data. Even if they want to buy a weight loss product, they will look for specific information in the offer about how many calories a portion of the given product provides, and in what time frame they can expect a certain weight reduction. What diet must they follow during this time? Do they simultaneously need to supplement any microelements, and specifically which ones, in what quantities, and when taken – at what times of day, after a meal, or before?
Once you've received all the detailed instructions and parameters that interest him, C will remain your most loyal client. All you need to do—and it's everything—is to ensure through your content that he feels he's interacting with competent people and entrusting himself to capable hands.
Errors in C-style content
What C style dislikes and will immediately notice in the analyzed content is:
- Complaining about him, trivializing, downplaying, etc. – of course, C will swallow being addressed informally as „you” in an offer, but he won't tolerate any form of Gombrowicz-like „patronizing,” trivializing his problem, using diminutives, jokes, etc. The problem C has and wants to solve with your product is (for him) serious, and never forget that when creating content!
- Superficial „skimming” over a problem, ignorance – if you're a copywriter and writing on assignment, and the topic you're addressing is something you know from two recently read internet articles, then unfortunately, there's a risk that your content won't resonate with people of Style C. It will be ignored or deemed unbelievable by them. Style C, when making purchasing decisions, wants to have substantive certainty about the correctness of the decision made. They will see right through any attempt to fool them with empty words. They need specifics, facts, and data.
- Lack of sources provided as factual information.
Content
If the topic you're creating content about is your true passion and you can write about it factually, there's a high probability you'll reach similar „maniacs” of the C style online, who are looking for an expert in the field, a potential intellectual partner.
Ads for everyone, or for no one?
Of course, when creating a specific offer, it's impossible to target it directly at individual styles. We have very limited influence over who sees a given landing page. For example, by targeting your Facebook ads to men aged 29-59 who declare themselves as „in a relationship,” because this suggests they might be the ones who need the power tools your store offers. However, one can assume that the customer buying a drill will mainly be people with different DISC styles (although for different reasons). Therefore, when preparing content about your store or directly about drills, don't create a story about a neighbor who saved his neighbor's life with a hammer drill, and they lived happily ever after. Instead, simply provide the specifications for C, and for D, explain exactly what can and cannot be done with it. The description for S will be identical to the specifications, but don't worry, S is unlikely to buy a drill anyway; the risk of messing something up is too high, and they'll prefer to order a professional with a drill. On the other hand, I might impulsively decide to renovate and buy a fancy drill model that a salesperson talked them into.
When preparing an offer for C, provide a money-back guarantee in case they decide the purchased product or service did not meet their expectations. For C, the risk of them exercising this refund right is the greatest among all styles.
A good example of content that is paradoxically aimed at both C style and its polar opposite, I style, is Pepsi Eliot's blog. Its author has a peculiar writing style; she shortens the distance, uses neologisms of her own creation, often resorts to jargon, and creates humorous metaphors.
At the same time, he speaks very seriously and responsibly on topics of diet and specific recipes. He provides sources for the information cited.
Keywords for C Style
For C, the basic keyword will be Reliability and its synonyms – accuracy, accurate, diligence, diligent, correctness, correct, conformity, conformable, regularity, regular, specific, measured, given by..., obtained as a result of....
When writing for C, provide data, facts, and their sources. Present and compare parameters. If your landing page offer is long, precede it with an active table of contents. If you use social proof, ensure that the people providing recommendations are authorities in their field (see Magdalena Pawłowska's book offer „One Campaign to Freedom”).” https://www.jednakampania.pl/sales-page-16850148 recommended by experts associated with internet marketing.
