It's very interesting that most content is created specifically for S-style, because... this style is the one that most rarely makes purchasing decisions and finds it most difficult!
Yes, it's style S that will eagerly scroll the fifth screen of the monitor to read the sixth statement from a satisfied customer who has already purchased your product/service.
In a worst-case scenario, S might even put your product into a virtual shopping cart, and then….
Turn off the computer.
Of course, he'll turn it off before he finalizes the transaction.
This is precisely the S style that needs a detailed product description and social proof of its purchase, expressed through the opinions of other satisfied customers, preferably those whom the buyer knows or who are considered (at least in the given industry) authorities.
Fairy tales for modern adults
Look at the structure of modern sponsored articles. For example, those about a miracle weight-loss remedy. They begin with a tearful, albeit very simplistically written story (often in the first person) of an overweight person whose life was becoming an increasing ordeal day by day. They experience one failure and misfortune after another – for example, their wife leaves them, or if the protagonist is a woman, she becomes a laughingstock at a family gathering. When the protagonist has hit rock bottom, a helping hand appears and offers them the aforementioned extraordinary remedy. Sometimes it's also mentioned that this remedy (sometimes even called a medicine!) was developed by Polish scientists, so the story additionally strikes patriotic chords!
Thanks to the special drug, the hero's life changes 180 degrees. He undergoes a spectacular transformation. Kilograms drop like crazy, the hero gains new or regains old love, and at the same time, people's respect.
It sounds like... a fairy tale, doesn't it?
That's right! The construction of the story about the slimmed-down fat person adheres to all the storytelling principles of the hero's journey as described by anthropologist Joseph Campbell, which is the backbone of beloved cinematic hits like „Star Wars” or „The Fellowship of the Ring” – which are, in essence, fairy tales.
People like fairy tales, especially with happy endings, but why would they make purchasing decisions under the influence of fairy tales?
Because at the end of fairy tales there are social proofs of fairness - entries from people who ordered a given remedy. The origin of these entries is twofold: they are authentic entries from people who have just made a purchase of the specific and who, in exchange for receiving, for example, a super diet using the specific, or a set of exercises, or a playlist of songs whose listening enhances weight loss effects 😉, agreed to leave a positive comment. More often, however, these are comments created at regular intervals by hired copywriters...
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. However, it works much better for people with an I style and those with a D style. Each of them perceives the ticking clock as essentially the same, yet in a slightly different way. For an S, it 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 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!
Everyone is writing offers for the S-guys who buy the least...
Similarly, most offers published online or direct landing pages for courses and training – both in-person and online – are created according to the aforementioned scheme, albeit slightly differently than in the case of a weight loss product. Nevertheless, they are also primarily addressed to style S. First, the problem is presented that the internet user is likely struggling with, given they found themselves on this page. Then, a description of the benefits they will receive upon making the said purchase, followed by a set of social proofs in the form of satisfied customer reviews and (sometimes preceding social proofs) a set of additional bonuses and attractions that multiply the conviction of money well spent, and finally, information about the limited duration of the promotion.
This all looks very encouraging and could indeed prompt S to click the „I order” or „I buy” button, or more often, a button offering one of at least two, and usually three, price options.
This last option creates the greatest chance that S will actually buy something – most often it will be the cheapest option.
Why?
Since S strives to minimize risk. Safety above all! This is S's motto when making purchasing decisions. Yes! S would rather accept that a great opportunity passed them by than that they spent their money poorly! That's why they prefer to check out a product in its cheapest version, precisely to minimize risk. A good way to encourage S to buy a more expensive variant of an offer is to include information about social proof of correctness, such as, for example, „The option most often chosen by customers.”.
Once convinced, once acquired, they will be your most loyal customers. But winning their loyalty can cost you a lot of effort along the way. Because even when a style S customer chooses the cheapest option of your service, say a course, you have to give them enough value in that option to be, literally, satisfied. And at the same time, you can't give too much, so that there's still enough for subsequent options. It's therefore a big challenge. A style S customer who believes they received too little value for the price in the chosen option will certainly not return to you.
How to deal with this?
First and foremost, clearly present the offer, detail what the client can expect in each package – what they will get and what they definitely won't. And again, refer to the social proof technique, pointing to the middle tier as the one most frequently chosen by clients.
Keywords for style S
Each style has its keywords. For S, the main keyword will be safety. Therefore, if you are addressing your offer to style S, use words like these in your sales content: security, safe, peace, peaceful, stabilization, stability, stable, constant, continuity, continuous, certainty, certain, responsibility, responsible, guarantee, guaranteed, but also the words: needed, useful, helpful, handy, practical.
Be sure to include information about the guarantee at the bottom of your landing page—specifically, a guaranteed 100 % refund if the customer finds the purchased product to be worthless or useless. Don’t worry—S will never actually ask for that refund anyway, even if they’re genuinely dissatisfied. They’ll simply never buy anything else from you.
Beware of situations that corner S. When you prevent him from backing out of a purchase intention with his dignity intact, and for example, force him to make a public declaration (e.g., during a sales webinar) to buy your product, S will obviously keep his word and buy the product. But again, just like with a poor-quality product – it will be the last time....
Success in content creation for S and see you in the next article!
