Cater For Personalities

We are not robots. We are all different in our own ways. We have personalities. This becomes a big problem if you’re trying to get your customer to respond to you! If I knew your personality then it would be easy to get you to respond. So for example if I know you’re a bit of a perfectionist and you think you’re ahead of the game then I might run an ad that says:

This ad might work well with you, but not so well with others. If I spent all day thinking up personality types my Google AdWord campaign would take for ever to compile. Since we do not have an unlimited amount of time to compile personality types we have to think of a more base level type.

In my experience in business I meet a lot of business people. There are the formal types and the informal types. They are very different and the difference between them, I think, is enough to further segregate. They respond differently enough which helps me target them differently.

• The formal types- I picture this customer in a shirt and tie. He refers to his customers as clients, his income as fees and his costs as expenditure. He follows the rules.
• The informal types- I picture this customer in jeans and a T-shirt. He works funny hours, bends the rules to get the job done and takes bigger risks.

So we can compile our likely set of customers:

• male/female
• old/young
• rich/not so rich
• employed/self-employed
• homeowner/tenant
• professional/not professional
• B2B/B2C.

The list can go on. It has to be a sensible division that is relevant to your product or service. You can divide into more than two groups. The more you divide the better understanding of your customer you will have. Example divisions could be:

• Salary range 1/salary range 2/salary range 3…
• Age range1/age range 2/age range 3…
• Geographical region 1/geographical region 2/geographical region 3…

But remember - the more you divide the more ads you will have to write. This will be obvious as you read further.