A professional salesperson will often gauge a prospect's emotional demeanor and physical tempo, then tailor the presentation to fit the prospect's probable Personality Type.
You should tailor your radio and TV advertising copy and presentation style to fit the personalities of people most likely to respond right away... or later on.
The Personality Map splits mankind into four groups according to their emotional demonstrativeness (Cool to Hot) and physical reaction speed (Fast to Slow). Early Response comes from Fast-Acting Drivers and some Expressives. Analyticals and Amiables take more time... and frequency. Most DR copy is aimed at Drivers!
DRIVERS
Fast & Cool. Winners, competitors, decision-makers. Time is Money. Drivers would rather be first than right. They fear losing out to a lesser competitor. Get to the point, fast! They are the first to respond if they need or want your Key Brand Quality: Performance.
EXPRESSIVES
Fast & Hot. Fun-lovers, emotional, even passionate. Short attention-span expressives dread boredom. Facts are boring. Make them laugh! Expressives will be among the first to respond, but only if you deliver their Key Brand Quality: Pleasure.
ANALYTICALS
Slow & Cool. Number crunchers, fine-print readers, reluctant to do anything without 100% double-indemnity proof. Analyticals fear risk, mistakes, errors in judgment. They respond only when you deliver their
Key Brand Quality: Proof.AMIABLES
Slow & Warm. Family-folks & team players. Emotionally resistant to change. They want to be loved, admired, and to belong. Never the first, never the last to do anything. They'll come around when you deliver their Key Brand Quality: Popularity.
Drivers & Analyticals skew slightly male. Expressives & Amiables skew slightly female. Youth may correlate with Speed; Age with Reluctance.
Drivers and Expressives often respond to a Fast Acceleration Brand after a frequency of only 1 to 3. Others may need 6-9 hits. Hard line Analytical cynics never call. Your most expensive orders come from f30+ Amiables.
The Personality Copy Map shows how a single commercial or a long term campaign can appeal to all four personality types in the correct order. Tell Drivers what you do. Prompt a smile among Expressives. Offer proof to Analyticals. Show Amiables how popular you are.
This intro :60 for Dinovite hits all four groups. It has pulled for two years!
Most DR copy is approved by in-charge Executives and thus works best among Drivers:
Problem!?
Brand A!
Feature/Benefit
Feature/Benefit
Feature/Benefit
Don't Buy Brand X
Buy Brand A!
Low Price!
Save Big!
Act Now!
Buy Brand A!
1-800....
BrandA.com
1-800....
1-800....The other personality types - 75% of the population - are often ignored, which is why many DR ads burn out quickly.
When you watch TV or read magazines, try to guess the personality types of the Target Audience and of the people who made and approved the advertising.
Addy Award Winning image ads are created by Expressive writers and art directors and aimed at other Expressives (visiting Creative Director Addy Award Judges).
Fact-filled B2B ads in trade magazines are often aimed at Analyticals - the sharp-pencil boys.
Warm & Fuzzy image spots featuring lifestyles, lots of people smiling, joyful noise jingles, etc. are often aimed at Amiables, especially Moms.
Match the Personality of your ads with the Personality Types you're trying to reach.
The Dice.com IT Recruitment campaign targeted engineering types, mostly male, who tended to be Analyticals and were often nervous about interviewing for jobs they might not get. For the first week or two, the opening copy said what Dice did. The next 18 months worth of spots proved how well the site worked.
What Personality Type are you?
Driver, Analytical, Expressive or Amiable? What sort of production style or copy appeals to you personally?
Maybe that's why only 25% of the population may have responded to copy that you approve. Start thinking Inside the Map, and your radio or TV advertising will work faster and last longer!
SITE INDEX
the more likely they are to play by their own.
© 2008 Peter A. Burkhard