Style D, meaning: I'm in charge here, even if it's your fan page or your offer!
Style D (Dominant) is the most directive and authoritarian style of all. It has its charm, and once we accept it and learn to play D's games with them, we will gain a very good client in them.
D is a born leader, even if he's not currently in charge at work or at home. It's even more likely he'll want to take charge online. The world needs him, so D doesn't have time to read offers scrolled across 5 monitors. He's brave and direct, so if he doesn't have time, he says so plainly. Unfortunately, not everyone can appreciate this, and sometimes D's honesty is taken as an insult.
Style D – quick decisions
The story of one blogger proves this. She had already established a well-known brand and sold her flagship online course twice a year. During a campaign for one of the course editions, she shared the following story with her subscribers in a regular email:
Here's one of her subscribers, having received an email with a course offer that spanned several screens and required constant scrolling, honestly and directly wrote the blogger something like this: „I want to buy your course, I'm decided, I don't have time to scroll and read 5 screens of descriptions, just tell me its price, I want to pay.”.
Outraged by this post, the blogger wrote about it in her newsletter, informing readers that due to such insolence, she had simply removed the email's author from her mailing list. Consequently, she did not sell her the course that the author had so desperately wanted to buy, nor did she inform her about this decision or the reasons behind it. The aforementioned email's author undoubtedly never learned of these reasons, as the blogger wrote about it not to her directly, but to her other subscribers, who reacted as she expected, praising her decision.
How many subscribers did the blogger lose after this confession? I don't know, because I was one of them.
This situation shows how easy it is to offend someone with a different style than our own, how difficult it sometimes is for us to understand how people with a different style than ours think and function. In fact, the author of the email reported her problem to the blogger: a lack of time. The course, ironically, was about… effective time management (or as it's nicely yet strangely put: self-management in time). The blogger, the author of the course teaching others time management, took the potential client's problem (which her course was supposed to solve) as a personal affront. Subscribers to her emails are supposed to have problems with a lack of free time, but they must have time to read her meticulously prepared offer meant to be scrolled through for five screens. Isn't that paradoxical?
These tensions arise when one D encounters another D. Both demand recognition of their importance, which will be difficult for both.
How to do it right?
Another blogger from the same group learned a lesson from the whole situation and wrote at the very beginning of the offer on her landing page selling her own course: „If you don't have time to read the whole offer, clicking this link will take you straight to payment.” Is it possible? It is!
So if you're creating content for D, let them make the decision, give them the right not to read your entire offer, even if you've put a lot of effort into it. After all, your goal is to sell your offer, right? Not potential expressions of sympathy from those who may not want to buy anything from you at all.
When writing for D, give him two or three options to choose from. Allow him to decide at every stage of reading your offer. Also, provide him with a money-back guarantee if he is not satisfied with his purchase, should the purchased product or service not meet his expectations. There is a slight chance that your product might completely miss D's expectations, but it is equally highly probable that D will not want to waste time – from his perspective – „playing games” with complaints and will not want to appear stingy in anyone's eyes.
Although other styles sometimes find it hard to believe, Style D, if it wants something, knows it pretty quickly. Because Style D makes decisions fast. Keep this in mind when creating content for D. Similarly, when writing for D, as you do for I, give it several options to purchase by placing a call-to-action button in various places. And enjoy a quickly completed sale.
If D reaches the offering at a ticking clock, it will actually hold little significance for him, as D made his purchase decision much earlier.
Keywords that effectively capture D's style
Each style has its keywords. For D, the basic keyword will be the best and its synonyms – First, leader, original, leading, branded, top-quality, high-end, prestigious, recognized, award-winning and the words: Fast, decision, now, already.
