Everyone needs to be shown love and appreciation differently.
AND everyone shows love and appreciation differently.
And…
To make things more complicated… because, you know, humans…
The way a person prefers to receive love and appreciation is not the same way they like to give it.
For example, I’m a compliment giver.
I just like to give people flattering observations. I don’t know why, but when I notice something positive about a particular person, I want to compliment them.
But…
I HATE getting compliments.
I don’t know what to do with them. Maybe it’s because I love myself enough that I compliment myself all the time lol
But seriously. This is important.
In your personal life, there are very few people you need to think about and you (hopefully) know how to talk to each of your close friends and family.
But my guess is that in your business you want to sell hundreds of thousands of people…
People that you can’t possibly get to know personally and make notes about their preferred love language.
The good news:
There are four main languages of influence.
And there is a known formula for giving everyone the love, appreciation and attention they deserve… and more importantly, the way they want to receive it. (This will turn them into raving buyers and fans without doing an outrageous amount of work.) Cool, eh?
First, credit to Jack Butcher of the Trust Accelerator for building these into a framework for Nic Peterson that I’m now sharing with you…
- Analytical: Content with numbers, facts, figures, white papers,
- Anthropological: Content explaining human behavior, biases and thinking patterns
- Aspirational: Stories, rags to riches, the hero’s journey
- Actionable: Content that just tells you what to do.
Undoubtedly, you have the language you like to speak and, most likely, a language you are more likely to tune into and buy from.
So…
Few things happen if we aren’t aware of these influence lenses:
First, we have a hard time figuring out what kind of content to make because the stuff we are inclined to make is stuff we may not buy from (although others will).
And the stuff that we would buy from is not the stuff that we like to make (I fucking HATE rags to riches stories)
Or, more common:
We just churn out content through the same 1-2 lenses over and over again… meaning we are not speaking to 50-75% of our audience the way they prefer to buy.
They want to buy, you’re just not speaking their love language.
Want proof?
Take your best performing copy –
More than likely it’s some concoction of the languages, not really drilling in on any of them but touching on a few.
So do this:
Share the exact same case study with your audience but hyper-focus on each lens – which means:
One content piece is “How Judy Lost 100 lbs in 24 hours” which is plain Jane, showing ONLY the numbers/data. No story, no psychology, just numbers. (Analytical)
Then another sharing why it worked, the psychology behind why we did what we did and why we didn’t do it before.
In this one, forget the numbers or the story… just break down the underlying concepts and principles. (Anthropological)
Then ANOTHER that doesn’t touch on numbers on psychology but just tells the story… from overweight and miserable to fit and bubbly! You know what I’m talking about, the internet is flooded with these stories. (Aspirational)
And then another that just lists out the actions steps. “Do this, this and this right NOW.” (Actionable)
To YOU they will feel like the same story, but to your audience, they will be very different.
Just like love languages hit different people very differently, so do these lenses.
If you do this, you will wake up a TON of dormant buyers that have just been waiting for you to speak their love language to them.
y’all coming for supper or what?
Katja
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Katja Mokotar is a professional email Copywriter. She creates email strategies for CPG eCommerce that generate new & repeat customers… and can often be scaled to $1M and beyond.