Oh, where have the days of Mad Men (and Women) gone? We are far removed from those magical marketing days where we performed the lost art of face-to-face marketing to understand our customer’s body language, behavioral traits and buying styles, all while trying not to spill our martinis.
We now rely on crystal e-balls and avatars to guide our marketing strategies.
Today’s marketer has a wealth of online tools to help develop their craft of understanding consumer intent and behavior, that crystal e-ball, if you will. These tools are designed to help gain a deeper understanding of our audience by spewing large amounts of pseudo-personalized data. The problem is that if you don’t know HOW to talk with your audience, no amount of data will help you engage more with them.
Don’t get classified as an autoresponder but rather as a nurturer [Learn to differentiate between autoresponders and lead nurturing].
Even with all these techie tools at our fingertips, the shocking number of failed customer relationships and lost sales highlight the fact that we may not be as acute at understanding and communicating with others as we would like to believe.
See if you can you relate: You spent hours crafting that perfect landing page, and at that very moment when you hit “send,” it felt just like Christmas morning. But, wait, that golden landing page didn’t get any traction. No eyes on page. No comments. No call from The Times. Hmm? At that very moment, you could empathize with Charlie Brown when he didn’t get one Valentine’s Day card ;(
Now, a betting man would say you lost the opportunity, not because of the old college try or lack of industry knowledge, but because of your inability to speak DIRECTLY to your prospect’s temperament style, otherwise known as “personality conflict.”
“What we have here is a failure to communicate!”
It’s called The Four Temperaments, and it’s a psychological theory that suggests there are four fundamental personality types. You must understand your audience’s temperament and apply verbiage triggers to your marketing content, particularly landing pages to connect with and nurture your leads through the entire buying process. Make sense?
Here’ s an example: So, imagine you’re at this party filled with different people and personality types. You’re eager to peruse the room and are motivated to talk with everyone for different personal and professional reasons. Maybe you’re putting your feelers out for a new job, asking around about hip hangouts or wanting to know the latest exercise craze. Now, would you talk to each individual using the same voice, tone, and delivery? NOT! So…
Your marketing content [especially landing pages] must speak directly to the individual you are selling to in order for your campaigns to be successful. Because there’s no way to know what personality your site visitors will have, unless of course your buyer persona is only one personality type, so you must write to EVERY personality type.
Here are The Four Temperaments and their characteristics to help tailor your marketing content’s voice and tone to produce better engagement:
Engaging with a Choleric (the competitive personality)
- Let them know how your product or service will crush their competition.
- Appeal to their competitiveness — still love the “rah rah.”
- Drive home your product’s competitive advantages
- They don’t need recommendations
- Hyper-focused on getting quick results
- Keywords: Results, Bottom Line, Speed, Save Time, and Control
- They may be intimidating and overly aggressive
- Let them stay in control
Engaging with a Sanguine (the spontaneous personality)
- Oriented on entertainment and people
- Like“most-popular”options — what’s trending now!
- Tend to be all over the place — grab their attention.
- Keywords: Exciting, Fun, Trendy, Improved, and Enthusiastic.
- Warm-up quickly — use an entertaining, fast-paced approach.
- They may become emotional or talk too much.
- Give them compliments and ask for their opinion–Boost their ego.
- Focus mainly on interactive features — explain how your product will connect them with community and family.
Engaging with a Phlegmatic (the humanistic personality)
- Show happy people–how the“underdog” has succeeded using your product.
- Their major weakness is self-esteem.
- Focused on service and family.
- Keywords: Family, Service, Support, Peaceful, and Caring
- Warm-up slowly — use harmonious approach
- They may withdraw if they sense a hard-sell
- Show interest in their family members
- Use step-by-step presentation–use numbers and/or spreadsheets
- Expect them to be patient and motivated by defined expectations
Engaging with a Melancholic (the methodical personality)
- Use facts such as numbers and percentages.
- Will want to know how you can prove your claims
- Lack stress management
- Hyper-focused on quality and accuracy
- Keywords: Rational, Security, Detailed, Craftsmanship, Economical, and Quality
- They may become standoffish or sarcastic
- Give them accurate and detailed information
- They tend to be extremely frugal, so expect them to “think bout it.”
- They would rather research than make a mistake and appear incompetent
As you can see, there are specific behaviors and thought patterns for each temperament. Now, there are many factors that influence the nurturing process and, ultimately, the sale. So once you learn how to communicate with your prospect’s temperament, you’ll be far more skilled at growing your lead base and nurturing them through the buying process with marketing content that will resonate.
WP Marketing Engine’s team of experts can help you fine-tune your communications so you’re attracting your target market.