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Your buyers are not all the same person.
So when you write your description, you have to focus on how to communicate to different types of buyers.
This is where the process communication model comes in.
The Process Communication Model is based on human behavior. Learning this process will enable you to understand how and why people communicate and how they WANT to be communicated with.
By understanding this, you will be able to word your descriptions (and websites) in a way to convince different types of personalities to buy from you!
Let's jump into this! There are 6 different types of people. Here is the first one!
Thinkers - Thoughts/Logic
These types of personalities will buy from you when it makes logical sense to them.
For 25% of buyers, this is the number one most important way to communicate with them. They aren't interested in bells and whistles. They want to make sure that the decision to buy from you makes logical sense.
Let's use selling a car as an example.
For these types of personalities, you will want to include this type of narrative while selling to them:
"The data shows that these cars will run longer than any other car on the market. They get 50 miles to the gallon...."
By speaking to their logical side, you can convince them to buy from you!
Persisters - Opinions/Value
These types of buyers are interested in what others think about your product. They will spend their time (mentally) working out the narrative when they show off their new purchase.
Now you may be thinking, "oh that's so me, i check the reviews on everything." That's actually a logical buyer. You are probably trying to learn more about the product.
What persisters care about is that OTHERS appreciate their purchase. Meaning when they try on the dress, they are thinking about their husband's reaction and are making the buying decision off of that reason.
Only 10% of buyers have this as their number one reason.
Lets go back to our car salesman for an example of how to sell a car to a persisted.
"This car is worth more than you are paying. Your neighbor is going to see you in this car and never be able to look at their car the same again."
The first sentence speaks to the value, and the last lets them know that others will approve of their purchase.
Promoters - Action/Charm
The life of the party. These types of buyers love to look at themselves in the mirror. They are quick to make decisions and stick to them. They like to be flirted with and appreciate charm.
The communication style for these buyers is to speak to how the car will add to their personal value. Only 5% of people have this as their main buying motive, so I actually coach not to add it to your listing. ( unless you sell a very high ticket item).
Here is our car salesman example:
" This is the best car on the planet. You cannot find a better car on the lot than this one. You will notice the difference every time you get in it."
Notice how we didn't actually say why? it's because they don't care. All they care about is that they have the best!
Harmonizers - Emotion/Compassion
Here is the cash cow. 30% of buyers fall under this category. Emotional buyers.
Emotional buyers want to feel. They want products to mean something to them. They want to be given a picture of what their life will look like with your product.
If you don't have emotion in your listing, You are losing a lot of business!
Let's sell our car:
"Come have a seat in the car. Take a look in the rear view mirror. Look how comfortable your family is going to be in this car. Your kids are going to want to go on way more road trips with this summer with you because you have this car."
Do you see it? The salesman brings them into the car and has the feel of what it would be like to drive the car. He changes his narrative from selling a hunk of metal, to instead, selling family memories.
Rebels -Reaction/ Humor
These are the buyers who appreciate something different. 20% of buyers will choose you over competitors strictly because your brand or voice uses humor.
These types of buyers want to relate with the person who they are buying from. They want to see that you are human, but more, they want to see that you are different.
By adding humor, you can not only catch more interest and clicks your way, but also win them over!
Here is our car salesman using some humor.
"You might want to park up the street when visiting friends so they dont get too jealous of your new wheels."
When we add humor into your listing, it just helps us seem more approachable. This helps us gain trust quicker.
Imaginers - Inaction/Imagination
10% of buyers fall under this category. Honestly, it's almost the exact same as emotional buyers, the only difference is they are much harder to convince to actually buy. This is why hitting emotion is important. You can actually speak to 40% of buyers with emotion. Throw in some logic (25%) and Humor (20%) and you are speaking to 85%!
If you a "grow my Etsy shop" podcast fan, you can see this is my style. Logic, emotion, humor.
Back to imaginers though, they are the personality of those who like to window shop. They get an emotional high imagining themselves with your product.
In person, they will take up a lot of your time and have no shame walking out the door without buying a thing. On Etsy though, they are emotional buyers who love to click around. Speak to their emotion and you may just win them over!
Find your voice
Go through your listing and see if you get at least 70% of buyers from your voice. My advice would be to make sure you at least have emotion (40%) and Logic (25%). These two will give you a solid 65% which you can build on! I have found through all my years of marketing, that humor is the cherry on top to create the perfect brand voice!
Overwhelmed by all of this? It's ok, go ahead and download your cheat sheet here:
Want help speaking to more people? Book your one on one coaching call with me!
Seriously, these things are the bomb and WILL help your Etsy shop get more sales!