Search Engine Optimization

When doing our internal project I did a lot of research to put down 4 different personality types together. The stuff below is not original and is scraped from around the web, but I think it’s put together very nicely, so go ahead and use it in your marketing development. I should give credits, but I don’t feel like going through all the research again, so if you know the source, drop a line and I’ll add the link to be fair.

A lot of material is borrowed from Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing which is a must read if you’re in marketing

http://www.personalitypage.com/four-temps.html

• Methodical (SJ) (The Guardians)
• Spontaneous (SP) (The Artisans)
• Humanistic (NF) (The Idealists)
• Competitive (NT) (The Rationals)

Myers Briggs

Methodical (SJ).Methodical types need to be prepared and organized to act. For them, task completion is its own reward. These individuals appreciate facts, hard data, and information presented in a logical manner as documentation of truth. They enjoy organization and completion of detailed tasks. They do not appreciate the “personal touch,” and they abhor disorganization. They fear negative surprises and irresponsibility above all. Those who are Methodical have a strong internal frame of reference. They prefer to think and speak about details and specifics. They compare everything to a standard ideal and look for mismatches (what’s wrong or what’s missing).

This personality is strongly independent. Don’t rush things - plan to give the person plenty of breathing space and thinking time. If your suggestions stack up, the person will come round to your way of thinking. Putting everything in writing (along with lots of juicy statistics) can be good idea. Above all, don’t even think about misleading this type of person - it will be spotted instantly.

Power words that work well include: proof, evidence, facts and figures, research, logic, tried and tested, safe, reason.

People in this category are analytical. They have to analyze everything to death. They will miss millions of dollars in opportunities because they take too long to make a decision. They want nothing but details and they think they are the smartest people in the world. You will not sell them so don’t even try. They have to sell themselves. They have to analyze things at their own pace so don’t even try to interrupt them. Leave them alone, let them go through everything and just answer all their questions. They will get back with you when they are ready to start. They make up 35% of the population.

• Not assertive, not responsive.
• Precise, orderly and business-like.
• Rational and co-operative.
• Self-controlled and serious.
• Motivated by logic and facts.
• Not quick to make decisions.
• Distrusts persuasive people.
• Like things in writing and detail.
• Security conscious.
• Critical, aloof, sceptical.
• Excellent problem solver.
• Likes rigid timetables.

Negotiate

• Take action rather than words to demonstrate helpfulness and willingness.
• Stick to specifics . Analytical expect salesmen to overstate.
• Their decisions are based on facts and logic and they avoid risk.
• They can often be very co-operative, but established relationships take time.
• Consider telling them what the product won’t do, they will respect you for it, and they will have spotted the deficiencies anyway.
• Discuss reasons and ask why? questions.
• Become less responsive and less assertive yourself.

Spontaneous (SP). Spontaneous types must live in the moment. Their sensing preference makes them most grounded in the immediate world of the senses. This, coupled with their perceiving preference, helps them to remain poised and present in any situation. They are available, flexible, and engaged in a personal quest for action and impact, which defines who they are. For the Spontaneous, integrity means the unity of impulse with action. These individuals appreciate the personalized touch and are in search of new and exciting experiences. They dislike dealing with traditional details, and are usually quick to reach a decision. They fear “missing out” on whatever life has offer.

Expressive like to be liked and appreciated. They need people around them and are anxious to develop and maintain relationships. Be prepared to steer and control the conversation.

Power words that work well include: fun, appreciate, enjoy, convenient, trouble-free, and inexpensive.

People in this category just want to have fun and are the most creative. They will jump from plan to plan looking for fun. They aren’t interested in the big picture nor do they need all the details. They want instant gratification. You have to be excited when talking with them. Talk about things that are fun, things they like to do that excite them. They make up 15% of the population.

• Assertive and responsive.
• Reactive, impulsive, decisions spontaneous, intuitive
• Placing more importance on relationships than tasks
• Emotionally expressive, sometimes dramatic.
• Flexible agenda, short attention span, easily loved.
• Enthusiastic.
• Strong persuasive skills, talkative and gregarious.
• Optimistic; takes risks.
• Creative.

Negotiate

• Seek opinions in an area you wish to develop to achieve mutual understanding.
• Discussion should be people as well as fact oriented.
• Keep summarising work out specifics on points of agreement.
• Try short, fast moving experience stories.
• Make sure to pin them down in a friendly way.
• Remember to discuss the future as well as the present.
• Look out for the impulse buy.

Humanistic (NF). Humanistic types have a tendency to put others’ needs before their own and are often uncomfortable accepting gifts or allowing others to do anything for them. They are very creative and entertaining. They enjoy helping others and highly value the quality of relationships. They are usually slow to reach a decision. They fear separation. Those who are Humanistic are good listeners and are generally willing to lend a sympathetic ear. They focus on acceptance, freedom, and helping. They generally prefer the big picture. They greatly value human development, including their own.

Often have a long record of poor decisions. They are, therefore, suspicious and slow to accept new ideas. Take your time; nurture the relationship and work hard to gain their trust. Be prepared to provide ample proof and guarantees that your ideas will pay off. Power words, that work well include: security, safety, guaranteed, reliable, popular, tried and tested, fail-safe, proven.

People in this category give from the heart. They are always giving to others and they never have time for themselves. They don’t like to be sold, nor do they like people who are pushy or aggressive. They see excitement as hype. The best way to approach them is to just visit with them and get to know who they are. Talk about their family, their kids or even their vacations. They make up 35% of the population.

• Not assertive but responsive.
• Dependent on others.
• Respectful, willing and agreeable.
• Emotionally expressive.
• Everyone’s friend; supportive; soft-hearted.
• Low risk taker, likes security
• Group builder.
• Over sensitive.
• Not goal orientated.

Negotiate

• Work, jointly, seek common ground.
• Find out about personal interests and family.
• Be patient and avoid going for what looks like an easy pushover.
• Use personal assurance and specific guarantees and avoid options and probabilities.
• Take time to be agreeable.
• Focus discussion on .how.
• Demonstrate low risk solutions.
• Don’t take advantage of their good nature.

Competitive (NT). Competitive types seek competence in themselves and others. They want to understand and control life. Driven by curiosity, a Competitive is often preoccupied with learning and has a deep appreciation for challenges. They enjoy being in control, are goal-oriented, and are looking for methods for completing tasks. Once their vision is clear, they usually reach decisions quickly. They fear loss of control. Those who are Competitive are highly motivated, success- and goal-oriented, hardworking, image-conscious, good planners, and good at promoting their ideas. They are able to subordinate their present needs to develop future success. They can be intense, very persuasive about getting their own way, and are particularly irritated by inefficiency.

Present your ideas in ways that boost the person’s prestige. Genuine praise can work wonders. Use power words such as: best, biggest, unique, powerful, fast, money, first. Go for a decision, quickly and often.

People in this category are money motivated and focused. They are not coachable and they have big egos. They order people around and make demands. Don’t even bother trying to mentor them because it’s not going to happen. They know it all and you can’t tell them anything. They make up 15% of the population.

• Assertive but not responsive
• Task rather than people oriented.
• Decisive and determined
• Controlled emotions
• Set on efficiency and effectiveness.
• Likes control, often in a hurry.
• Firm, stable relationships
• Stubborn, tough.
• Impatient.

Negotiate

• Plan to ask questions about and discuss specifics, actions and results.
• Use facts and logic.
• When necessary, disagree with facts rather than opinions. Be assertive.
• Keep it business-like, efficient and to the point.
• Personal guarantees and testimonials are least effective, better to provide options and facts.
• Do not invade personal space.

Questions each personality type asks.

Methodical

Different modes are likely to lead with different types of questions, which reflect their information priorities and the pace of their deliberations. Those who are Methodical focus on language that answers HOW questions.

• What are the details?
• What’s the fine print?
• How does this work?
• What’s the process you use?
• Can you take me through this step-by-step?
• How can I plan ahead?
• What are the product specs?
• What proof do you have?
• Can you guarantee that?

Spontaneous

Those who are Spontaneous focus on language that combines WHY (and sometimes WHEN) questions.

• How can you get me to what I need quickly?
• Do you offer superior service?
• Can I customize your product or service?
• Can you help me narrow down my choices?
• How quickly can I take action and achieve my goals?
• How will this let me enjoy life more?

Humanistic

Those who are Humanistic focus on language that answers WHO questions.

• How will your product or service make me feel?
• Who uses your products/service?
• Who are you? Tell me who is on your staff, and let me see bios.
• What will it feel like to work with you?
• What experience have others had with you?
• Can I trust you?
• What are your values?
• How will this help me strengthen relationships?

Competitive

Those who are Competitive focus on language that answers WHAT questions.

• What are your competitive advantages?
• Why are you a superior choice?
• Are you a credible company?
• How can you help me be more productive?
• How can you help make me look cutting edge?
• What are your credentials?

Customers have different buying processes based on demographics, psychographics, and topologies. Terrific. But just knowing that different customers buy in different ways isn’t enough. You have to sort out those buying modalities so you can accommodate them in your persuasive system. And you have to turn those “modalities” into “personas” you can actually understand and relate to. You must feel you know these personas personally.

Psychographics in perspective

Examples of Copy writings:

Selling ship cruises to different personality types:

Methodical

Mary

• Methodical
• Planner
• Detail oriented
• Will book way in advance
• Wants best value
• Wants full itinerary
• Wants to know what to pack
• Wants to know all documentation necessary
• Is there a medical facility on board?
• Escape means curling up in a lounge chair with a glass of Iced Tea and a pile of mystery books

Mary: Dinner reservations planned for every night – check. A complete daily itinerary slid under your door every morning.– check. Ground transportation and excursion activities pre-arranged and confirmed– check. XYZ Cruises has it all covered. Attention to detail is our specialty. All you have to do is relax. The only unpleasant surprise is who killed the butler in your whodunit. Escape with XYZ Cruises – we’ve thought of everything. Really.

Spontaneous

Cat

• Spontaneous
• Loves to shop and enjoys exciting activities like gambling
• Impatient, quick to make a decision
• Wants dates, destinations, shopping possibilities
• Wants to know all about on board spa services
• Wants a way to book quickly and easily
• Will respond to last minute specials
• Escape means non-stop fun with no time schedule

Cat: Black Jack in the casino, karaoke on the Captain’s lounge; spit-out-your- Margarita -funny comedians in the Vista Theatre; shaking what your mama gave you in the starlight disco. The only thing more exciting than the nights are the days. 5 different ports, water sports and shopping til your credit cards are exhausted. Can you say hot stone massage? Our world-class

Humanistic

Helen

• Humanistic
• Cares about relationships/friends/family
• Want lots of social activities
• Wants testimonials
• Responds to pictures of people laughing and interacting
• Who else will be on board?
• Wants to make sure her family can contact her when she is at sea
• Escape means spending time with people you love and making new friends

Helen: “Sarah and I met on a cruise last year. We were sitting in a thatched roof bar on the beach. We got to telling stories and laughing so hard the locals almost had us committed. We’ve been great friends ever since.” You never know where you’re going to meet your next life-long friend. Is life so busy you’ve forgotten to take time to enjoy what matters most? Our cruise is about memorable ports, memorable meals, memorable entertainment, and memorable people. You’ll come home with a suitcase full of stories you’ll never get tired sharing. Check out our online discussion boards and meet your future friends before you set sail. Reconnect. Escape with XYZ Cruise and have the time of your life.

Competitive

Connie

• Competitive
• Fitness nut
• Type A personality
• Wants to experience/learn new things
• Wants cruise line with best reputation
• Wants to see cabin amenities
• Wants to see activities on board and at ports of call
• Wants to know about any VIP services
• Internet access on board?
• Escape means having new life experiences

Connie: It’s only half way through the trip and you’ve ordered gourmet meals and a fabulous bottle of wine in 4 different languages. When you went to bed last night you were in Greece. This morning, you woke up in Italy. 7 days, 5 destinations, 4 cultures, 3 on-board seminars, 2 VIP receptions including lunch with the captain, one life changing experience – Escape with award-winning XYZ Cruises.

To give you a clear perspective of how to create websites with those personas in mind, watch this video:

http://www.grokdotcom.com/2007/10/26/trust-and-credibility-screencast/