How do you use personality marketing? It is not too hard. This article will give you an outline on how to use it for maximum effectiveness, so that you’ll convert more of your visitors into buyers.

The process is straight-forward, but implementing them is where the rubber-meets-the-road. It basically takes an understanding of what is going on in the mind of your prospect. But the good news is that with Personality Marketing, we already know what is going on in their mind. This makes things a lot easier, but you still have to write the sales message in the right way to reach deep into their subconscious mind. So where do we begin?

Step 1: Select whom do you want to do business with

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With personality marketing, you are targeting a specific type of person. You must be laser-beam specific as to who you want to do business with. The reason is that you’ll be tailoring a specific message to a specific person. Because it will be aimed with such precision, the message will cut right through their defenses like a needle piercing skin.

Who do you want to do business with?

Don’t say “everyone.” If you want to sell to everyone, you’ll end up selling to no-one. With so many competitors out there, you already know that you have to go after a specific segment of the market. If you don’t, then I’ll guarantee that all of your competitors will nibble away at your current customers. One competitor will take away one group, and another will take away from you another segment. Pretty soon, you’ll be wondering where all your current customers went.

The big question is: which type of customer should you target? That is an excellent question, and if you answer it correctly, you’re well on your way to success.

If you are already active in business, the answer is to search through your current customer file, and pick the ones that you’d like to do business with.

If I were to go through my customer database, I’d probably start by grouping the people that order the most often. I use the “repeat business” model, where the one-time customer doesn’t make me much money. I have to get them buying repeatedly, which means I have to provide above-average service to keep them coming back.

Of those people, then I’d sort by “average dollar sale.” You may have a lot of customers that repeatedly buy, but if they only order $10 or $20 worth of stuff each time, then I wouldn’t consider them to be the target. I would much rather have the person that is ordering $100 each time. I’m sure you understand the concept of this, right?

Then I’d go through some other criteria, like recentness (did they order in the last month?), and ease of doing business with them. This last one is important to me personally, as there are some customers that can drive you nuts, like constantly asking for deep discounts.

Once I’ve got it narrowed down to whom I’d like to do business with, I would jump ahead to step two.

Just Starting Out?

Before going to step two though, what about if you are just starting out and don’t have any customers to pick from? Then what you’ll do is pick the customers that are just like you. That is, assume that they will have the same personality temperament as you do. For example, if you are of the SJ variety, then you will assume your best customers will also be a SJ type temperament.

And if you’re working for someone else, you could pick from the customers as we discussed earlier, or choose the personality type of the owner (or figurehead) of the business. For example, if I were writing marketing copy for Apple Computer, I’d probably select the personality traits of Steve Jobs as those of the targeted customer.

But don’t fret over this first step of choosing which type of customer to go after. As I said in a previous article, in an ideal world, you might have as many as four web pages to go after the four major personality types. If you get the wrong one, you’ll still be better off than trying to market in the shot-gun approach, where you try to go after everyone. At least you’ll be specific to one type of prospect, and they “will” respond and pump up your sales. And then you can go back and repeat the process with the other types.

Step 2: Identify Your Target Prospect’s Personality Type

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This is the hardest step. But once you know this one piece of information, the process should flow rather quickly toward the creation of a unique message that touches him.

Here is the key concept: You have a key customer in mind, and you need to find out which of the four personality types he is. This sound so impersonal, but what you are attempting to do in this step is to pigeon-hole by categorizing the person. Are they an: SP, SJ, NT, or NF?

There are two ways to find out. The most accurate way is to simply ask the person. You read that correctly, just ask them.

The Myers-Briggs personality profile is such a common test, that there are millions of people that have taken it. And they know how they were “typed.” In fact, most people that have taken the test are proud of their personality type, and will openly wear it for everyone to see. I’ve even seen people put this into their biographies on their web sites!

Basically, all you have to do is ask this question: “Have you ever taken the Myers-Briggs personality profile for a job interview or career assessment? If so, what did they say your type was?” If they ask why you want to know, you can tell them the truth: “I’m just trying to find out more about my customers.” If these are good customers — which they are if they’ve bought from you in the past — they probably like you already, and are more than happy to give you the information.

To get a lot of people typed at the same time, try a customer survery. I’ve done this, where I asked newsletter subscribers what their personality type was. This is something you can do too if you have a large customer database. It will tell you the personality traits of the people that like you best; the ones that are willing to respond.

If you are unable to get the data from them first-hand, the next best thing to do is type-cast them by your own personal observations.

Type Categorization By Observation

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This is less reliable, particularly when you are still trying to figure out the differences between the four personality types. As I’ve mentioned in previous chapters, people are in-and-out of their preferred personality type all the time because of outside influences that they can’t control. The example that I used before is where a woman might say: “My husband would divorce me if he found out I bought this item.” That outside variable (the husband) is preventing the person from acting the way they’d normally be inclined to act. And rarely will they even say this out loud, but they are thinking it inside their head.

That is why it is hard to type-cast someone by a casual observation. You need to study them for longer periods of time to see how they normally act when not under stress.

One of the methods I like to use is to see their car that they own. Not so much the car, although a lot of people buy cars that would be consistent with their personality. But look at any bumper stickers they put on the back of their car, particularly any of them with custom phrases, like “I’d rather be fishing.”

Bumper stickers, should people have them at all, are put there on purpose by the owner, and they express their honest opinions and feelings of the world around them. It is a good way to study personality traits of the driver. And besides, what else do you have to do while you’re sitting in traffic?

Say, for example, you see a bumper sticker on the car that is meant to be subtly offensive, racy, or “in your face.”

Depending on the wording, those kind of phrases would be consistent with a person that has the SP personality trait. They enjoy being seen for being audacious.

However, I realize that reading and labeling the individual’s personality type is a bit difficult. It is, as previously mentioned, the hardest step. So I’ve created a helper manual that makes the job easier. You can use as you watch what they do, hear what they say, or read what they write. Those are the main ways you’ll observe them to pigeon-hole them.

It is a lot easier to “type” a person when you have the cheat sheet. And I recommend you either get mine, or create one of your own.

Conclusion

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In the next installment, I’ll give you the final steps on how to do personality marketing. Until then, go out and look at those bumper stickers as you are driving around. Not only will you learn a lot about people, but you’ll keep yourself amused too.

Finally, what do you think about going ahead and getting my type-casting cheat sheet today?

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