Landing Page Personality

Personality sells.

In the world of sales, personality sells. Grinning car salesman with loud shirt patterns know this. A schmoozing corporate salesperson knows this as he hands you a glass of Champagne and invites you to a round of golf at Pine Valley.

Personality — in all its multifaceted complexity — is a driver of sales.

Let’s talk about personality and sales.

Mark Hunter, who calls himself “the sales hunter,” wrote an article titled “Selling with Your Personality.” Here is what he advised:

To successfully use your personality as a sales tool, you must be someone with whom people like to associate. Negative or self-serving personalities will not see positive results. Your personality must be upbeat in both actions and words, and should be complimentary to everyone with whom you come in contact.

This is all fine and good for the sales agents whisking across the furniture showroom floor, or for the timeshare sales professional hoping to sucker another pleasure-seeking spendthrift into owning their own slice of paradise.

Can we sell with personality in an online setting?

But does it work in the digitized online world? Can we schmooze with our webpages? Can we wink and nudge, and wear loud-patterned shirts to express a personality that appeals to our customers?

Like anything nuanced, the answer is both yes and no.

When we transfer sales techniques into the online environment, they lose a lot of their substance. For example, you can’t use the “Ask-the-Manager Close” on a landing page.

There are, however, ways to transfer sales techniques into online environments. And that’s exactly what you need to do in the case of selling with personality.

Yes, actually, you can sell with personality online.

The truth is, you can sell with personality online.

In fact, using your site personality to sell is one of the ways that you can increase and improve your sales efforts.

It’s very difficult to sell anything without personality. Personality is what energizes a product or service. Personality is what gives it sizzle. Personality is what makes it memorable. Personality is what creates excitement. Personality is what makes it appealing in every way.

Let me give you an example.

Here are two landing pages. One is for the GoPro, an action camera. The other one is for Salesforce, a CRM application.

GoPro vs Salesforce landing page personality

One of the landing pages has personality. The other does not. I’ll let you try to figure out which is which.

You can indeed exhibit personality through websites and landing pages. Web pages don’t look like this anymore:

Yes, you can express a great deal of personality

You object?

“Yes, but …” you say. “The example you gave has an obvious bias! Those two websites are selling two wildly different products to two wildly different groups of people.”

Exactly. That’s precisely the point!

Salesforce might be selling to a buttoned-up executive wearing a Brooks Brothers tie and sitting in a corner office of a of glass-and-steel building downtown. This executive with his clenched jaw and steely gaze just wants a stark webpage with a bland capture form. He might even look like Don Draper.

Don Draper

(Image from Village Voice)

GoPro might be selling to an adventure junkie in Avila Beach, California. He’s eating a Cliff bar, and counting down the days until vacation. He wants a webpage that will remind him of adventure, excitement, and adrenaline. He might even look like Matt McConaughey.

The type of personality you exude depends upon the customer to whom you are selling

(Image from Time, Inc.)

The type of personality you exude depends upon the customer to whom you are selling.

We know this intuitively. We demonstrate our personality in different ways, depending upon our context or customer. If you were to dine with the queen, you would not behave in the backslapping, guffawing, dirty-joke-telling way that you might if you were at the sports bar.

Context determines behavior. And customer determines personality.

Here’s the great thing about online personality.

In the offline world, it’s tough to change our personality. We’re kind of stuck with it. Although there are some transferable skills that we can adopt, it’s not easy to just switch personalities or to shape a designer personality exactly how we want to.

But that’s not true in the online world.

You can shape your personality online. The better you shape your personality, the better you’re able to pitch your product to a certain group of people.

This is a powerful force. Not only can you exhibit personality in an online environment, but you can mold that personality into the exact way that you prefer it to be.

This goes a step further. When you shape your exact personality, you will drive up sales. That’s the whole point of this article. You don’t create a personality for personality’s sake. You create a personality because it drives conversions.

Let’s create a personality.

Now that we’ve trudged through this crucial introduction, it’s time to shape a personality. Here’s how you can create a personality online. Many of my examples below will discuss landing pages, specifically, although the principles can apply to websites in general.

1. Match your approach to your customer.

The first step in shaping a personality is figuring out your overall approach.

Your Approach

Approach. That’s a pretty vague term. What do I mean by that?

There are four things, specifically. (Other features of a landing page could be included in this list.)

  1. The length of the landing page. There are some customers who want lots of information. Are you going to use a long-form landing page or a short-form?
  2. The capture form. What kind of information do you want from the customer?
  3. The call to action. The CTA you use also depends on your customer’s particular intent and behavior.
  4. The style of copy. What kind of writing style will you use? This, too, is part of your approach.

These things, the items that affect a landing page, are all part of your approach.

Your Customer

So, how do you match your approach to your customer?

You determine your customers’ personality.

What are they like? How do they behave? What drives them? (It will be helpful if you have accurate customer personas to use.)

“Personality” is a mashup of soft and indeterminate factors, including age, gender, demographic, intent and other issues. What you’re trying to figure out are some of the general characteristics of the user’s personality.

The best way to explain this is to show you a few examples.

First, let’s look at Manpacks. They are selling their products to a personality type that may be macho, impulsive, forgetful, strong, self-reliant, confident and capable. This is what their landing page looks like:

Manpacks landing page personality

Maybelline is selling products to a female demographic, most likely younger, who is interested in looking attractive.

Maybelline is selling products to a female demographic

Everything about these two landing pages is different, because the customer’s personality for each one is vastly different.

The same principle holds true for the landing page below. It is designed for family members of people who need assisted living services. The approach is vastly different.

Brookdale targeted landing page

The concept behind this point is built on the principle of mimicry or mirroring.

When two people meet, they unconsciously mimic one another’s behavior. For example, if you’re sitting across from someone and they cross their legs, you might cross your legs, too.

In this image, the three individuals are exemplifying a common style of mirroring that is often observed in social settings, especially when there is a degree of expected formality.

the principle of mimicry or mirroring

(Image from Psychology Today)

As Psychology Today explains, “Generally, overall mimicry will leave people with positive feelings. … Can mimicking someone then increase rapport, liking, and a positive feeling about the mimicker? Yes.”

What you’re doing with your landing page or website is an online version of mirroring. The differences are obvious. You can’t see your customer and you don’t know exactly how they’re acting. But with some careful research and deliberate thinking, you can get pretty close to the right idea, and then mirror their personality in your landing page.

This first step is one of the most challenging, yet one of the most essential steps in shaping your landing page personality.

2. Identify your customer’s sweet spot.

Once you gain an overall understanding of the customer’s personality, you need to figure out their emotional sweet spot.

What do I mean by this?

An “emotional sweet spot” is the underlying need that is driving their interest in a purchase. Let’s use the examples above to demonstrate what I mean by this:

  • The Manpacks customer wants to feel confident.
  • The Maybelline customer wants to feel attractive.
  • The Brookdale customer wants to feel reassured.

Each customer has a driving need that they are trying to fill. That’s why they are on your landing page.

Once you figure out that sweet spot, you can better sell your product or service.

Mack is selling big products that work hard. Their customers are hard working people who want tough trucks that work as hard as they do.

Behold, the Mack website, which successfully nails their customers’ sweet spot.

Macks landing page

Every customer has a deep, underlying desire. You get to figure it out, then you get to match it.

3. Unleash images that create an emotional response.

Images are one of the most powerful tools in creating an emotional response. Even mental pictures, as argued by a Harvard psychologist, are powerful enough to “sway your moral judgment.”

Using images, then, is one of the most potent ways to display your personality.

Images convey a message far more rapidly and cogently than the written word. That’s why the most personality-loaded landing pages are image-rich and conversion-high.

Catering to the need of women who want makeup (now!), this landing page makes their audience want to feel attractive. The images on the landing page are of women who are successfully using the product.

The images on the landing page feature women who are successfully using the product

The landing page below sells weight-loss products. Their customers are determined people who are committed to achieving their goals. Thus, the landing page features an image that elicits that kind of emotional response — determined, focused, driven.

EAS sports nutrition landing page personality

This landing page encourages users to care for animals. Pictures of animals can elicit strong emotional responses, and the images on this website do a successful job of using such images.

Here are three slider images from the landing page for the ASPCA.

ASPCA landing page personality.1 ASPC landing page personality.2 ASPCA landing page personality.3

Red Bull, a company that sells energy drinks to energetic people, does an outstanding job of creating images that elicit a strong emotional response that is suited to their target audience.

Red Bull's landing page personality

Never underestimate the power of images. They will go a long way in shaping your personality and connecting with your target audience.

4. Select a color scheme that correlates with that emotion.

Color is very important in developing the overall personality of your landing page. Color has the ability to shape emotion and personality.

Every landing page and website has some color scheme. As you choose your color scheme, select a color that connects to the personality and emotion that you’re trying to convey.

Although there are no conclusive tests that prove the absolute emotional response of every particular color, there are the general guidelines:

  • White — purity, simplicity, innocence, sterile.
  • Yellow — warmth, comfort, happiness, cheery.
  • Orange — cheap, warning, excitement, enthusiasm.
  • Red — romance, sexy, anger, passionate, excitement.
  • Pink — love, romance, femininity.
  • Brown — sadness, isolation, rugged, warmth, natural.
  • Blue — calm, confident, serene, productivity.
  • Purple — wealthy, wisdom, spirituality, exotic.
  • Green — nature, luck, stress relief, tranquility
  • Black — edgy, menace, secretive, luxurious.

The website for CoolEarth attempts to persuade potential donors with feelings of nature and environmentalism using a green color scheme.

CoolEarth's Landing Page attempts to persuade potential donors with feelings

Aleve’s website takes the approach of building confidence and serenity with their landing page — attributable to the color blue. This correlates with the emotion and intent of their landing page, which has everything to do with pain relief.

Alleve’s website takes the approach of building confidence

Your color scheme will affect the overall power of the page, so choose carefully.

Conclusion

It doesn’t matter what kind of personality that you have as an individual. When it comes to online sales, you get to pick your personality.

1. Match your approach to your customer.

2. Identify your customer’s sweet spot.

3. Unleash images that create an emotional response.

4. Select a color scheme that correlates with that emotion.

You’ll be exuding personality in no time. And when you do, you’ll experience an uptick in conversions.