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 emotions (Cool to Hot) and physical 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!  Key Brand Quality: Performance. 

EXPRESSIVES

Fast & Hot. Fun-lovers, emotional, even passionate.  Short attention-span expressives dread boredom.  Facts are boring.  Make them laugh!   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. 
Key Brand Quality: Proof.

AMIABLES

Slow & Warm. Family-folks & team players.  Emotionally resistant to change. They want to be loved, admired, and to belong.  They are never the first to do anything. 
Key Brand Quality: Popularity.

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Drivers & Analyticals skew slightly male.  Expressives & Amiables skew slightly female. Youth may correlate with Speed; Age with Reluctance.

Steam Heat Drivers and Expressives often respond to a Fast Acceleration Brand after a frequency of only 1 to 3.  Others may need 6-9 hits. Hedonist Expressives and Hard Line Analytical cynics never call.  Your most expensive orders come from chatty 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.

CLIENTS

Most DR & Retail 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....
Brand A dot 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.

This intro :60 for Dinovite hits all four groups.  It has pulled for two years!

Ooh! Stinky Dog!

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.  They were often nervous about interviewing for jobs they might not get.  For the first two weeks, my VO  copy described Dice.com.  The next 18 months worth of spots proved how well the site worked. Sales rose from $14 to $40 million.

Are You a  Driver?

Maybe the copy you like appeals to only 25% of the population.  Start thinking Inside the Map, and your radio or TV advertising will work faster and last longer!

 

ADVANCED CONCEPTS OF RADIO