*Don’t feel like reading a lot? Swipe through the carousel above to get the most important points of this blog.*
Did you know that there are 6 vocabularies that appeal to the 6 personalities? That's what the Process Communication Model explains. Each one of us has a dominant personality type. And according to our personality type, there's a certain vocabulary that appeals to us more. That makes us connect with you more. That keeps us interested in your message and keeps us engaged. Let's have a look.
These are the 6 personality types.
There are 6 personality types that use different tools to make sense of the world:
Thinkers: they use logic and facts to make sense of the world.
Persisters: they use opinions and values to make sense of the world.
Harmonizers: they use emotion and compassion to make sense of the world.
Imaginers: they use imagination to make sense of the world.
Rebels: they use humor and fun to make sense of the world.
Promotors: they use action and charm to make sense of the world.
According to each personality type, you have to adjust your writing to appeal to them. If you know you mostly have Thinkers in your target audience, you have to use facts and stats to appeal to them with your offer. If you have mostly Rebels in your target audience, you have to use a little humor to get them interested to read more about your offer.
Let's have a look at how messaging differs per personality type if we're selling the same product to them.
Change the way you write according to your target audience.
Let's say we're selling a family car. Depending on your company, the type of family car, and your target audience, you have to adjust your writing.
If you are selling to Thinkers:
"This family car scored 92% for child occupant protection, which makes it the safest family car worldwide."
If you are selling to Persisters:
"If you want to reduce emissions while also using less fuel, this is the family car for you. Take care of our environment and save on fuel costs."
If you are selling to Harmonizers:
"Your family car is not just a car. It's a second home. You play car games, you have conversations about tricky issues. You make memories."
If you are selling to Imaginers:
"Your family car doesn't have to be boring. Imagine a car that's safe and comfortable, yet has a premium feel and a sporty design."
If you are selling to Rebels:
"Got three kids and the wife is saying you need a minivan? Been there. But you want a car that works for a soccer dad AND a night out with the wife? We got you."
If you are selling to Promotors:
"Let's get one thing straight: no two families are alike. Each family is unique and we understand that. Our cars cater to your specific needs."
See how the same product can be marketed differently according to which target audience you want to appeal to?
What if your target audience consists of more than 1 personality type?
Your target audience consists of more than 1 personality type. What then? How do you create copy that appeals to multiple personality types?
You have to consider your two options:
If a large majority of your target audience - let's say more than 60% - consists of one personality type, you can focus on that type of vocabulary. We all have one type of vocabulary that appeals to us the most. This means that other types of vocabularies can still appeal to us, just a little less. This way, you still get the attention of the majority of your target audience.
If it's 50/50 or some other ratio of personality types that makes you question whether one type of vocabulary will work best, I recommend to test. You can test multiple different vocabularies or combine two. For instance, you combine humor with almost any other type of vocabulary. If you can afford losing time to test, go with that. That's the only way you'll know for sure which vocabulary or a combination of vocabulary is most effective in your marketing efforts.
Do you need help with that? Send me a message and let’s get started.
댓글