Forget the fairy tales
Remember when we wrote about the „fairy tales” designed to sell a weight-loss remedy? Forget them when creating content for the C style. Here, what counts are the facts: data, evidence (solid evidence!), metrics, sources (scientific, genuine, verified).
Creating content for the C style means creating expert content. A C-style internet user will trust you only if they consider you an expert. Of course, as a copywriter or an entrepreneur selling someone else’s product, you don’t have to be an expert yourself – but from a C’s point of view, in the latter case it would be fitting for you to be one, and in the former, that you hand the topic over not to a copywriter working at a rate per 1,000 characters, but precisely to an expert in the given field.
Give concrete information
The C style is a highly concrete type. In offers, they look for specific data. Even when they want to buy a weight-loss product, they’ll look through the offer for precise information about how many calories a serving of the remedy provides, how much weight reduction they can expect and over what time frame. What diet do they have to follow during that time? Do they also need to supplement any micronutrients – and specifically which ones, in what amounts, and when should they take them: at what times of day, after a meal or before?
Once a C has received all the detailed instructions and parameters they’re interested in, they’ll remain your most loyal customer. All it takes – and this is both the least and the most of it – is for your content to give them the feeling of dealing with competent people and placing themselves in competent hands.
Mistakes in content for the C style
Here’s what the C style can’t stand and will immediately spot in the content they’re analysing:
- Getting too familiar with them, playing things down, trivialising, and so on – of course, a C will tolerate being addressed informally in an offer, but they won’t stand for any form of patronising, trivialising their problem, cutesy diminutives, jokes and the like. The problem the C has and wants to solve with your product is (to them) a serious one, and you must never forget that when creating content!
- Superficially „skimming” over the problem, ignorance – if you’re a copywriter writing to order and your knowledge of the topic comes from two articles you read online moments ago, then unfortunately there’s a risk your content won’t land with C-style people. It will be ignored by them or deemed untrustworthy. When making purchasing decisions, the C style wants substantive certainty that the decision is the right one. They will see straight through any attempt to fob them off with empty words. They need specifics, facts, data.
- Presenting information as fact without citing sources.
Substantive content
If the topic you’re creating content about is a genuine passion of yours and you can write about it with real substance, you’ll most likely reach kindred „enthusiasts” of the C style – people searching the internet for a specialist in a given field, their potential intellectual partner.
Ads for everyone, meaning ads for no one?
Of course, when we create a specific offer, we can’t target it directly at individual styles. We have very limited influence over who a given landing page is shown to – for example, by setting your Facebook ads to men aged 29–59 who describe themselves as „in a relationship”, because that suggests they might be exactly the ones who’ll need the power tools your shop offers. However, we can assume that customers buying a drill will mostly be people of various DISC styles (though each for different reasons). That’s why, when preparing content about your shop or about the drills themselves, don’t build a storytelling narrative about the neighbour who used a hammer drill to save the lady next door’s life and then they lived happily ever after – instead, simply give the C the specification of that drill, and give the D exactly what it can and definitely can’t be used for. The description for an S will be identical to the specification, but don’t worry – the S probably won’t buy the drill anyway; too much risk they’ll botch something with it, so they’ll prefer to hire a professional who comes with their own drill. The I, on the other hand, swept up by a sudden urge to renovate, might buy some fully loaded top-of-the-range drill the salesperson talked them into.
When preparing an offer for a C, provide a guarantee that they’ll get their money back if they decide the purchased product or service didn’t meet their expectations. With a C, the risk that they’ll actually exercise this right to a refund is the highest of all the styles.
A good example of content that, paradoxically, is addressed simultaneously to the C style and to the style that contrasts with it most – the I style – is the blog Pepsi Eliot. Its author has a distinctive writing style: she closes the distance, coins her own neologisms, often slips into jargon and creates witty metaphors.
At the same time, she speaks very seriously and with full responsibility about diet and specific recipes. She cites the sources of the information she quotes.
Keywords for the C style
Every DISC style has its own keywords. For the C, the primary keyword is the word reliability and its synonyms – accuracy, accurate, diligence, diligent, correctness, correct, consistency, consistent, precision, precise, specified, measured, provided by…, obtained as a result of….
When writing for a C, give data, facts and their sources. Provide and compare parameters. If your landing-page offer is long, precede it with an active table of contents. If you use social proof, make sure the people giving you recommendations are authorities in their field (see: the offer for Magdalena Pawłowska’s book „One Campaign to Freedom” https://www.jednakampania.pl/sales-page-16850148 recommended by experts associated with online marketing).