This is how to get your point across to any personality type by answering 4 simple questions.
First, I want to give credit to Mike Koenigs from Traffic Geyser for showing me this technique for communicating with the masses.
It all starts with how we learn.
We learn through our experiences and they follow this pattern.
1. We have a concrete experience. Ex. We are driving round a corner in the rain at 60 mph and almost crash.
2. We observe and learn from that experience. Ex. We say, “WOW, that was close. I didn’t like that feeling.”
3. We form abstract concepts from the experience. Ex. We realize that we were going too fast for the conditions and deduce we should not go so fast.
4. We test our abstract concepts. Ex. We slow down going round the corner to see if that solves the problem.
This is an example that every new driver needs to learn. Sometimes, even though they know they should be going slower, it is not until they have the ultimate experience that they are caused to go through this thought process and take action for next time.
Now, there are 4 different types of personalities that are going to ask different questions about any experience.
They are:
1. Sales Personalities- They are the persuaders and motivators and account for about 35% of the population.
2. Scholastic Personalities- They want to know about objectives and outcomes and account for about 18% of the population.
3. Technical Personalities- They are interested in operations, processes and systems and account for about 25% of the population.
4. Advocate/Marketer Personalities- They focus on the opportunities and what they can gain from the product and account for about 20% of the population.
Each of these personalities have a different way of learning and form different questions when decision making and forming concepts.
The answers to these questions will get their attention and get them to take action.
Sales people ask “Why?”
Scholastics ask “What for?”
Technicals ask “How?”
Advocates/Marketers ask “What if?”
So, if your message is “BUY MY PRODUCT” you will need to answer these questions like this:
Sales people ask WHY?– Your answer should include benefits. What will it bring them or do for them. Will it bring joy, hapiness, money, time, comfort etc.
Scholastics ask WHAT FOR?– Your answer should answer the purpose for buying the product. The practical results the product will allow. This product will accomplish these things or will do them better, faster or cheaper.
Technicals ask HOW?– Your answer should detail how the product works. Explain the process or system that makes it a must have and a success. Here is how the product works. This is how it produces the results. They want to understand how it is all connected.
Advocates/Marketers ask WHAT IF?– Your answer should include ways to use the product. How can you use the product in ways other than the obvious. Here is how you can use the product to make money, save time, get healthier, as a gift etc. Give lots of examples to get their creative juices flowing.
Finally, for best results the message should be structured in this order.
1. Why your prospect should buy your product.
2. How it will benefit your prospect personally
3. What the product will do for your prospect
4. What your product will accomplish practically for your prospect
5. How your product does what it does for your prospect
6. Creative things your product can do for your prospect.
When you structure your message in this way, you will reach the maximum audience and answer their questions and concerns. This sequence will earn your prospects trust, build rapport, and convince them to take action.
So, next time you are getting ready to get your message across to buy your product or service, go through this process and answer the questions of the 4 different personality types all in one simple structured message.
Just look at any TV infomercial and see that they copy the same procedure.