Temperamental Marketing - Write and be heard.
Last week, we presented the idea of personality preferences and how this information can ease communication. As a follow-up to that article, we will be exploring the concept of “temperaments” which uncovers particular traits that affects human behaviour.
The 16 possible personality preferences can be grouped into four groups called “temperaments”. Each group has their own way of processing information. The primary objective in advertising is to effectively communicate with each of the four temperaments. This ensures that each one gets the information they need to make their buying decision.
To clarify, we will summarize each of the temperaments, as provided by my mentors Bryan and Jeffrey Eisenberg in their book “Call to Action”. In each sample copy, we've bolded the parts that speak to that particular temperament most strongly.
The Competitive (Intuitive-Thinking - NT) wants accomplishment. They prefer to focus on the big picture than in the details. They speak using concepts and theories. They want to know how your product or service will best serve them. The NT is calm, logical, disciplined and likes to be in control. They are usually quick to make decisions. They are problem-solvers; seek achievement and work to accomplish their goals. This is why your advertising message must answer the “what” question. “What can your product do for me?”
“Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.”
The Spontaneous (Sensing-Perceiving - SP) likes it when things are personalized just for them. They are friendly, spontaneous and live in the moment, preferring personal attention over facts or other impersonal details. They are usually quick to make decisions. They like to enjoy life to the fullest, seek attention and do not like the impersonal, which is why they want the “why” question answered. “Why is your product the best one for me?”
“Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.”
The Humanistic (Intuitive-Feeling - NF) has a social and giving temperament. Communication comes easily to the NF. They love to help others and make decisions based on intuition and feeling. NFs are idealists, using analogies and the theoretical world to express themselves. Testimonials or incentives are essential in the NF’s slow decision-making process. They want to know that the product or service has already received good reviews. They need the “who” question answered in your message. “Who has benefitted from your product?”
“Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.”
The Methodical (Sensing-Judgement - SJ) seeks the facts presented in an organized manner. Serious and hardworking, they are trustworthy and value responsibility. They are very disciplined but take their time making a decision. They prefer order, stability and are cautious about change which is why your message must answer “how” your product or service will help them. “How will your product solve my problem?”
“Our approach is personalized to meet your objectives. The bottom line is that your results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.”
Now that you understand the different temperaments, you will be able to craft a message that speaks to each one. Keep in mind that people can be a mixture of temperaments. This gives you insight into human behaviour and allows you to tell them what each wants to hear before they can make a purchase decision.
So, what do your customers want to hear?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner
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