Those high in Influence are generally found in sales field or other fields that require a lot of people/social interaction. They move fast and want to focus on people-oriented tasks. They love to give their opinions and to be asked for their thoughts on a matter. They love to be center of attention.

This group responds well to “feeling” questions. Not just about themselves, but also about others. For example: “Remember excitement you felt when _____?” or “How would your child feel if _____?”

S = Steadiness

Those in Steadiness group want to be seen as people - not a number. They appreciate logic, a touch of personal interaction, and they are detail-oriented. They are generally slow decision-makers and are not wild about taking unqualified risks. Those who fall into Steadiness category make up 40% of general population and come from all walks of life.

People high in steadiness would be likely to respond better to questions beginning with “how.” Possibilities include “How many times have you wished ____?” or “How often do you ____?” They also respond well to questions that make them think, like “Is your copy getting results?” They’ll likely want to know what you can do about it if answer is “no.”

C = Compliance

When describing someone who falls into Compliance category, these phrases come to mind: critical thinker, prepared, quality-oriented, incredibly detailed, specific, and slow decision-maker. You’ll generally find these types working as engineers, bankers, accountants, scientists, and like.

Those high in Compliance will respond best to questions including statistics and questions that force them to look at all sides of an issue/problem. For example, “68% of All Drivers Pay Too Much for Auto Insurance. Are You?” Another idea is “Widget or Thingee… Which Makes Most Sense?”

Phrasing your questions in a way that allows your target customers to relate only makes sense. When you hit a nerve - people will respond. Asking right questions… in right way… within your copy will get you one step closer to closing sale.

Think about your product or service from a customer's point of view - what are real, measurable and provable benefits to them of buying from you? Include these over and over in your content and it will bring more sales for you. Don't be afraid of blowing your own trumpet - stick benefits right on homepage for a start!

Tip 3 - Include Calls To Action - Everywhere!

Excellent - you've written killer content and people are coming back to your website time and again for information. Your traffic figures are shooting through roof. It's brilliant! You can't believe you've cracked it. And then you look at number of orders placed last week - zero. Oh. What happened there? Better to have one person visiting your site each month who actually places an order or produces a sales lead rather than have 1000 people who do neither.

If you don't have clear benefit-focused calls to action peppered throughout your content people will not get in touch with you or place that all-important order. You hook them in with winning content and then you offer them more information vial email or a free quotation if they phone you - anything! You must have calls to action present throughout your site - combine this with other two tips and you are on way to having content that actually makes you sales.

Michael Cheney Sales & Marketing Director, magnet4web.com

Michael Cheney is the Author of The Website Marketing BibleTM:

"High five Michael! Your bible is superb! The world needs to read it and learn from it." - Jay Conrad Levinson, Author of "Guerrilla Marketing"