How to Craft Content that Resonates Across Diverse Styles

Since launching Statement Co. we have received a wave of valuable feedback from friends, colleagues, mentors, and potential clients.

Feedback gives us insight into the way that individuals digest information, think about problems, understanding our offerings, and what they value most.

The goal in soliciting feedback, synthesizing it, and iterating on your messaging, products, services, and solutions is to help it resonate with a wider set of audiences.

Each of us brings a different style when receiving information. You can put this into the context of the DISC assessment, Insights Discovery colors, Meyers-Briggs Personality Types, Enneagram, learning styles, demographics, and diversity, equity, and inclusion (DEI).

Some of us like to digest information visually. Others verbally or in writing. Some of us like a lot of detail to make a decision. Others want the punch line right up front. Some of us care a lot about speed and ease. Others value price.

When we are empathetic to how each style experiences a story, we can begin to shape materials that speak to all the styles within our target audience.

So many of us tend to create stories, marketing, and materials through the lens of our own style or personality type—a bias of sorts that others receive information the way we do. When we gather feedback and empathize, we can create stories that resonates more broadly for every style.

So, when receiving feedback on your offerings, it’s all about trying to see what they see and hear what they hear through their style, values, priorities, emotions, and interests.

While there is some crossover in all the personality assessments, I find the Insights color system is easiest to grasp and remember. So, I tend to listen for cues around what blend of colors a person may exhibit.

Reds are quick, impatient decision makers. Their mantra is “be bright, be brief, be gone.”

Their feedback might sound like this: I couldn’t tell in the first 5 seconds what you do. There’s a lot of text and paragraphs. They may also ask about content that’s already on the page.

They appreciate punchy sentences, call out words in boxes, easy-to-skim headlines, and obvious, simple language. They appreciate one-pagers, fewer slides, and a quick message.

Yellows are energetic, inspiring, and collaboration oriented.

Their feedback might sound like this: I wanted to see more color. I’m interested to understand what it looks like to collaborate with you. I wanted to see something more inspirational and energizing in the messages.

They appreciate inspirational quotes, bright colors, an upbeat tone, and an opportunity to engage. They enjoy a collaborative session where you create outcomes together that are exciting and inspiring.

Greens are emotionally driven, loyal, and patient.

Their feedback might sound like this: I wanted to understand more of the story or why behind the company, products, or services. It just didn’t spark an emotional connection for me. What can I expect to feel in the experience?

They appreciate storytelling that takes them on an emotional journey to connect with the company, product, and services. They enjoy the opportunity to talk through in person beginning with how everyone is doing that day.

Blues are detail-oriented, scientific, and information gatherers before making decisions.

Their feedback might sound like this: I wanted more information and context. What is inside the offering that I might expect to experience?

They appreciate bulleted details with information that clarifies their expectations around what they’re buying, might experience, or gain. They enjoy pre-reads, speaker notes, takeaways, and plenty of time for questions.

When reviewing websites and sales landing pages, I’ve noticed a pattern in elements that is about addressing every style:

• A big bold headline with jump links to the heart of the offering facts for the reds.

• A story arc—the problem, the opportunity, the journey, the solution, the sense of community, the expected transformation—for the yellows.

• The emotional hooks, recognition you’re not alone, the way you’ll feel before, during, and after the offering for the greens.

• What it’s like inside, the curriculum outline, the pricing options, the expected experience for the blues.

Does your website or story have all of these elements? Can you spot them on other sites? What information do you find yourself gravitating toward?