Myer-Briggs Method of Marketing
The theory that I’m presenting in this article is a based on avariation of the Myers-Briggs Type Indicator and Kiersey TemperamentSorters. The idea behind personality targeting is that people aregenerally motivated to different degrees by the following fourqualities: Power / StatusCompetition / Cutting EdgeConnectedness / CommunityMoney/Price So how do you decide which type to target? Well, you can either pickone type and go after those customers or try to cover all the bases insome way with your site. It’s easier than you think. Here’s a rundown on the different personality types and some ideas onhow to appeal to your specific audience. Power/Status: People who fall into this category want to be seen as importantpeople. They look for products and services that reinforce thatimage. Targeting this group is great if you’re selling high-valueitems. Try to position your product/service/message as an important,prestigious thing. Celebrity endorsements are given a lot of weightwith this crowd. These people generally have newer computer equipmentand run the latest operating system versions. Competition/Cutting Edge: People in this group are fashion-forward dressers, video-gamers andtechnology enthusiasts. They seek challenge and creativity.High-ticket items are no problem for this crowd since they are willingto pay a premium to get what they want before the rest of the market.A sales message to these people should emphasize the latest, greatest,fastest and the most unique features of the offering. Customization, personalization appeal to thesecustomers. Examples of companies who would target this group would beelectronics sites, website designers, art galleries, etc. Connectedness / Community:Those that fall into this group are the caretakers of the world. Theyworry about the environment, community issues, friends and family.They like familiar, accepted things. They are likely to wait until anitem becomes a commodity that is in wide use before adopting it.Their browser and equipment are probably older, but still functional.A website catering to this crowd should emphasize content and adviceand have simple navigation and a logical layout. The more information,the better. A comforting, simple color scheme is also important. Recognition of events that affect our lives (e.g., 9-11, the SpaceShuttle disaster) is appropriate and appreciated by this group.High-value items can be sold to this group if they are positionedcorrectly. They are glad to pay more for items that areenvironmentally-friendly or family-friendly, for example. Somecompanies who would target this group might be “Made in the USA”products, Internet picture frame companies, chambers of commerce, etc. Money/Price: There are plenty of people in the world who shop by price alone, andfor them you need to offer specials and discounts. Make it easy forthem to buy so they don’t wander off and find your products/servicescheaper elsewhere. These people need to be grabbed and called toaction when they first visit your site. For the price-conscious, limited-time offers are a good motivator. Asite design for them should make it easy for them to find what they’relooking for, along with good information and prices. Be sure toinclude a site-search function and create the site so that it loadsquickly and without gimmicks. Things like pop-up windows orslow-loading animations irritate this group and will make them leave.A huge plus for this group is a feature comparison chart. They alsoappreciate signing up for a newsletter that will notify them whenitems are on sale. Examples of thetype that might target these people are software companies,printer ink sales, cell phones, etc. It is easy to focus on one personality type with your product or servicebut with a little creativity you can actually appeals to all four types.But knowing your target audience makes the difference.Scottie spent many years working as a buyer for a large departmentsstore chain before getting her Master’s Degree in Information Technology
Managment at Mercer University in Atlanta, GA. Her retail and marketingknowledge along with her technical background allows her craft practicaland creative solutions for online business.Right Click Web Consulting is ownedoperated by Scottie Claiborne. View this article and others by Scottie athttp://www.garrettspecialties.com
See how the Myer-Briggs Method of Marketing applies to Promotional Products
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