Personality Marketing is reaching out and touching the soul of your prospect without having to fight your way past all their defenses. It generates trust quickly, because you are talking to them the way they prefer to be talked to. We’re picking up where we left off from part 1 of this step-by-step procedure.

In our last communication, I mentioned looking at bumper stickers to get a clue as to the type of person you might be dealing with. Whenever someone expresses an opinion, you are getting down to their core personality.

You can also use this same concept in your “conversations” with people to find out what personality type they are. For example, you can ask them their opinion on a certain topic. You might ask them: “What is your personal definition of success?”

That is a pretty innocuous question, isn’t it? And if you were asking it to them when they feel comfortable and on their own turf, you’ll probably get an answer that will lead you to their real personality.

I want to stress that you have to ask questions in a place where they feel comfortable enough to speak from their gut. If they are in a situation where they feel pressured to give you a politically-correct response, then you won’t get to their real sub-conscious opinion. An example of a hostile environment would be to ask this question while you were chit-chatting after church service on Sunday morning. Can you imagine the response you’d get then? They may be afraid that other parishioners would overhear them if they defined the word “success” with any hint of the word money. Because in church, the word money is associated with the word “greed.” Greed is one of the seven deadly sins, and no one wants to admit out loud that they are consciously committing a sin every day they are breathing because they want to be “successful.”

But if you asked the same question in the person’s home, like during a backyard barbeque, you’d probably get a truer sense of their real opinion. At that point, you can better classify their type.

For example, a NT personality trait individual might say something like: “success is the realization of a worthwhile goal.” A person with a NF personality trait, might quote the success definition that is widely attributed to the poet, Ralph Waldo Emerson:

“To laugh often and much;

To win the respect of intelligent people and the affection of children;

To earn the appreciation of honest critics and endure the betrayal of false friends;

To appreciate beauty, to find the best in others;

To leave the world a bit better, whether by a healthy child, a garden patch or a redeemed social condition;

To know even one life has breathed easier because you have lived.”

Do you see how these two definitions are vastly different? One focuses on some theoretical goal, and the other is about relationships. Likewise, the SP and the SJ personality types will have different definitions of success too. That is why asking this one question gets right at their basic personality level. In my cheat-sheet manual on Personality Marketing, I’ll give you a host of cues you can compare against, and makes the process of classification of their dominate personality much easier.

Step 3: Open Up Your Manual And Find Out What Makes Them Tick

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There are many excellent documents available that give you the specific and common things that are associated with each of the four major personality types. The ones that are most important to a marketer are: what they believe about certain topics, what they need in their life to feel satisfied, what they don’t care about, how to irritate them so they won’t buy from you, how they want to be seen by others, what they might normally do when dating and choosing a mate, how they treat their children, what is their world-view, what do they value, and what do they fear.

Do you see how powerful this information is? These are the buttons that control how they will behave in most any situation.

Those last two (what do they value, and what do they fear) should jump out at you as the most important things to know about anyone when you are preparing a marketing or sales presentation. People will do anything to avoid fear, which is why it is the prime tool everyone tells you to use in copywriting. Fear is even more powerful than physical pain. That is why you’ll get a painful shot at the doctor’s office, because it not only cures, but it relieves the fear of the unknown consequences of the illness.

And those things that people value is what they’ll move toward – which is what they want to gain – which is often associated with their “greed”. If you want to use a positive sales pitch, knowing what types of things they desire is priceless. They are naturally inclined to buy when you touch on the specific thing they want.

The answers to these questions give personality marketing its real power. No other system gives you the answers up front! In all other marketing systems, you are told to “do research” to find out what your customer fears and desires. With personality marketing, the research has already been done by the psychologists. All you have to do in your research is to “confirm” that these are the motivators that people will respond to. That saves you time, effort, and money, because confirming their motivators doesn’t take much “research” at all.

Step 4: Develop Your Sales Pitch Based On One Of The Emotional Triggers

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Once you know what your customer fears or what they desire, it is much easier to develop your sales pitch. It almost writes itself.

In the traditional copywriting methodology, you start with features, and explain the benefits those features have for the customer. The one big difference in Personality Marketing is adding one additional criteria to that list. That is: experience.

So now instead of just talking about features and benefits, you’ll talk about features, benefits, and the new experience the prospect will get by purchasing this product. This is profound, so make sure you write that down.

Of the four different personality types, only one is motivated by money (the traditional greed factor). But all people are motivated by a “gain in experiences.” Wow! Did you get that?

Defining the new experiences is the missing piece in your copywriting. And Personality Marketing opens up this technique, because they are already documented by psychologists. You’ll just be putting them into practice in your copywriting.

Let me give you an example.

Let’s use the bumper-stick that says “I’d rather be fishing” as an example of the product you might be trying to sell. And the target prospect for this particular bumper sticker is the person with the SP personality. As we said previously, one of the many motivators for the person with the SP personality is to be seen as “audacious.” This is what they want to experience. It is what motivates them. With this in mind, we could write a product description that shows the daring of the person with this sticker on their car. For example, it might be something like: “When your crummy boss sees your car in the company parking lot with this sticker on it, he’ll get the hint of what you really think of him. And there isn’t a blasted thing he can do about it.”

Did you see that new experience in that piece? It was about the new experience of being audacious. It was about tweaking the boss, and getting away with it. In other words, winning a tactical battle.

Just that one clue about the person’s desires is enough to double our sales of the item. Because if you didn’t know what the person was thinking, what would you have written? Right. Something boring like: “Everyone will know you’re a sport fisherman!” Yuk!!!

The beauty of the Personality Marketing system is that you know what they are thinking about ahead of time and what they want to experience or what they fear might happen. As one famous copywriter says, “copywriting is about interrupting the conversation that is going on in the mind of your prospect, and directing it toward your product.” We know the conversation that is happening in the mind of the prospect, so imagine how easy it is to nudge him toward the path we want him to take?

Step 5: Get Your Marketing Message In Front of Your Prospect

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This sounds pretty normal, doesn’t it? Of course you want your marketing message to get in front of your prospect. That is a no-brainer.

But now we want to be more specific on where we are going to place our advertisements. You want to place your ads in places where prospects of your target personality traits are known to go. If you do this, your marketing campaign will be more effective.

Why? Because people with specific personality traits tend to choose friends that also have the same traits as themselves. This was scientifically proven in a study released in January 2011 by James Fowler, professor of medical genetics and political science at the University of California, San Diego. In simple terms, what he found in his research was that birds of a feather, flock together (see the references below).

This is astounding in its meaning as it relates to marketing. If I was a brand new internet marketer, and I wanted to do advertising to people with the SP personality trait, I would specifically look for web sites that attracted that kind of personality. The exposure on those sites would be far more effective than on a random web site.

Let me give you an example. I am an SJ personality type. When I write, without even thinking about it, I use words and phrases that are pleasing to other people with the SJ personality trait. That makes sense doesn’t it? I’m just like everyone else; and I leak SJ-type expressions whenever I state my opinions.

Other people with the SJ personality trait are magnetically drawn to this. How do I know? Because I recently did a survey of my customers, and I was shocked to find that the number of people that also had the SJ trait was significantly higher than the general population. And those that had the exact same ISTJ trait (which is me), was over 25%, when in the general population, it should be under 6%.

The point is that the research was absolutely correct. Birds of a feather, do flock together.

For you, this should mean placing your internet marketing on web sites that are already attracting your targeted personality types.

This may require some work on your part. You’ll have to go visit the web sites that you are considering advertising on, and doing a classification on them as well. You need to confirm they are written by people of the personality type that you are targeting. If I wanted an SJ prospect, I should place marketing only on web sites that are written by an SJ personality. Right?

Google and Facebook are the masters in matching advertisements to a target audience. And I think that in the future, knowing the power of Personality Marketing, they will get even better. They could be doing this already, and I may not be aware of it. But I predict that they will create specific algorithms to characterize both the web sites and the advertisement, as to what personality trait they appeal to. Then they would place the advertisements where they are most effective.

I believe they will do this, because it is in there best interest to do so. The more effective they are in placing ads on the appropriate web sites, the more money they will make for their clients. Then their clients will spend more money advertising using their services. It is good practice all around.

Conclusion

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The key to Personality Marketing, is having the cheat-sheet. You need to know what are the common traits of your prospects are, and what they fear, and what are their desires. The cheat-sheet makes this possible. You must start working on creating your own database, or get one from someone else. If you would like mine, I am putting the finishing touches on it, and I’ll be happy to provide you pricing information if you drop me an email note.

References:

http://health.usnews.com/health-news/family-health/brain-and-behavior/articles/2011/01/17/your-genes-help-you-choose-your-friends-study-says

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