Painting an intimate picture of a member of your target audience is important. It enables you to identify their motivations and find the right sort of language to address them.
Sometimes though it might be impractical to use personas. It would be too restrictive to drill down to such a defined individual. Too tight a focus, too niche.
In these circumstances you could take a less persona led approach, and instead choose to engage people at the personality level.
Remember in the first blog in this series when we we briefly addressed the 4 basic personality types?:
Let’s take more in depth look at these personalities and how you can best approach them.
Using the various Future Now definitions of basic personalities and cross referencing them it is possible to define a clearer picture of what these different personalities mean and what they naturally need to make them happy.
The Competitive personality or Assertives
Are businesslike, power oriented. They like a challenge, are self motivated and disciplined.
They prefer to focus on ‘WHAT can your solution do for me?’ type questions such as:
- What are your competitive advantages?
- What makes you the superior choice?
- What can you do to help me achieve my goals?
The Spontaneous or the Amiables
Are personable, quick fire and tend to lack discipline.
They prefer to focus on WHY is your solution best to solve the problem? Sometimes ‘WHEN can I have it’ type questions such as:
- How can you get me to what I need quickly?
- Do you offer superior service?
- Why will this let me enjoy life more?
The Methodical also referred to as Analyticals
Are businesslike, detail oriented, disciplined and looking for evidence.
They prefer to focus on ‘HOW can your solution solve the problem?’ type questions:
- What are the details?
- What’s the fine print?
- How does this work?
The Humanistic or Expressives
Are personable, relationship oriented though lack discipline and tend to take their time.
They prefer to focus on ‘WHO has used your solution to solve my problem?’ Type questions:
- How will your product or service make me feel?
- Who uses your products/service?
- What will it feel like to work with you?
Use these personality categories as the basis for smart SEO copywriting. Copywriting that mean you don’t need to streamline your online marketing so that it only address tight and very specific niches. In the fourth and final part of this copywriting course and The Power of Persona we will look at how to do this.