Write with all your might, as long as it's interesting!
If you have a so-called "light touch," you can write with verve, humor, and in an engaging way – Style I will be your most loyal reader. It is with them in mind that you can create the most colorful landing pages. If they are interesting, there's a chance an internet user of Style I will read them to the end. If you start to bore them, you'll start losing Style I as your customer...
And this is the type of internet user who will be drawn in by sentimental or emotionally moving stories. Just remember not to make them too long and not to reveal the mystery too quickly, because that kills the excitement, which is an integral part of the purchasing process.
When creating content for I, you need to remember that this is a style that quickly gets bored and easily shifts its attention to something else. A table of contents at the beginning of the offer? S and C will study it, and I will immediately yawn and skip it. To give your offer another chance, you need to quickly give it something that will grab their attention, move them, intrigue them, and hold them.
What could it be?
If you're selling online courses, include a story on your landing page that starts with an intriguing lead or headline. Are you offering an online assertiveness course? Write about yourself with a title like, „How I Went from a Wet Hen to a Hawk?” This title will grab the attention of anyone with an I-style personality. However, remember not to overdo it. „I” types are so hungry for life and interesting experiences that they won't be able to dedicate a significant amount of time to your offer. If they feel bored, they'll stop reading. Therefore, the "I" style is precisely the one for whom you can place a button with a flashing call to action, "buy now," in several places throughout your offer, at different stages of its presentation.
And he can't stand boredom and loves all forms of interaction. If you want to gain his engagement as a client, involve him in the content creation process itself. He likes to be asked for his opinion, and he also enjoys all sorts of games and fun activities on your fan page, such as guessing song or movie titles from acronyms, guessing song titles by their antonyms, etc. And he will gladly participate in Facebook discussions, as long as they concern a topic that interests him.
An example of effective content for Style I is Marta Idczak's fan page, group, and website. Marta's content is consistently maintained in a cosmic style, and she often presents herself in stories from her own life, showing great self-irony and distance from herself, as a person „not of this world,” which is very much in Style I.
When creating content, remember to maintain a consistent dose of excitement for the reader. Emphasize the originality and uniqueness of your offer. Highlight its distinctiveness. Emphasize the speed with which they can solve their challenges thanks to your offer, consistently replacing the word „problem” with „challenge.”.
Using social proof, reach for celebrities. Of course, these can also be local celebrities or celebrities from a specific field on Facebook or Instagram.
Remember that the I style is the most joyful of all styles. They dislike being scared or saddened, don't like hearing about unpleasant things, and don't want to worry. They want to enjoy life. Therefore, they dislike wasting time on things that take away their joy for life, such as reading overly long, boring offers and specifications. The I style makes purchasing decisions the fastest. Don't waste this opportunity and give them the chance to buy your product whenever they want, for example, by including buy buttons multiple times in the text.
The ticking clock indicating the dwindling offer time definitely works on the customer, provided they can even read and „scroll” through the offer content to that point – because they might have clicked the „Buy Now” button much earlier (if they had access to it then). However, if the customer reaches the part with information about the limited-time availability of the offer and also sees additional bonuses or discounts encouraging a quick purchase, it's highly probable they will make that purchase.
Advice and style and how to write for I
Have you ever watched Japanese game shows? You can find many of them on YouTube. Watch any of them, and then write down what you saw on the screen. Then, translate what you wrote into 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 keywords. For I, the basic keyword will be uniqueness and its synonyms – unique, uniqueness, unique, special, modern, prototype, prototypical, innovation, innovative and the words: Fast, quick, right away, yesterday, now, ASAP, promotion, bargain, don't miss, super, extra, wow!
Final tips
A time limit and a ticking clock on the page—indicating that this unique promotion allows customers to purchase the product for 50% of its original price—are intended to further motivate internet users to make a purchase decision. This sometimes works for people with an S style. It also sometimes works for people with an I style and, occasionally, for those with a D style. Each of them perceives the ticking clock in a seemingly similar way, yet slightly differently. For an S, this will be an opportunity to fulfill their desire to lose weight quickly while saving money—meaning the expense they incur will be rational and optimal—optimally beneficial. Even if anyone were to criticize S for making the aforementioned purchase, S would have at least this one argument in their defense—the money saved (potentially! But S won’t see that part!). How do the other styles view this? You’ll find out in the next articles in this series on content creation!
