Blog

What Motivates Your Prospect?

by Travis Heermann  ||   No Comments

The Myers-Briggs Temperament Test is an increasingly popular way to identify what makes a person tick. The Myers-Briggs Test, originally developed in the 1950s, is now used worldwide to identify patterns of behavior and attitude. The expansion of the test’s popularity has been spurred in large part by Dr. David Keirsey, who refined and expanded the Myers-Briggs types in his books, Please Understand Me and Please Understand Me II.

Human temperament theory states the following: all individuals can be categorized as one of four basic personality types. These personality types can each be broken down into four sub-types based on introversion/extroversion and the person’s preferred role as leader/follower, but those sub-types are irrelevant to the core values of the main types. Each holds a specific core value–the thing that drives people of that type.

Artisan (Sensing Perceiving – SP). There are many Artisans, perhaps 35-40% of the population. Artisans want to be excited, stimulated, to make an impact on the world.  They trust their impulses and aspire to virtuosity in their chosen field.

Guardian (Sensing Judging – SJ). Guardians are the most common, making up roughly 40-45% of the population. They are concerned about their lives, families, communities, responsibilities. They trust authority and seek security and belonging.

Idealist (Intuitive Feeling – NF). Idealists are rare, making up no more than 8-10% of the population. They are enthusiastic and romantic, seeking self-discovery and recognition of their efforts. They help others, and in so doing walk the path to enlightenment.

Rational (Intuitive Thinking – NT). Rationals are even more scarce, comprising as little as 5-7% of the population. They are calm, collected, trusting their reason and intellectual capacity. They live their lives in search of knowledge, fascinated by the systems that drive the universe.

With this basic knowledge, a good copywriter can craft a message to appeal to  all these types, or even more specifically to those types most likely to be interested in the message. One can develop marketing messages to maximize impact on certain personality types, or include hooks to appeal broadly to all four. Most of the hooks that will work on a Guardian will not likely work on an Idealist, because each type is driven by different internal forces.

One general difference between the types is that Artisans and Guardians operate most comfortably, and respond most favorably, to concrete things, such as tools, results, real-world things. Idealists and Rationals, on the other hand, are more likely to respond to abstract things, such as holistic concepts or systems.

Your job as a marketer is to craft a compelling message, and human temperament theory can be an absolutely priceless tool in your inventory.

How do you visualize your target audience when crafting copy? Are you a Myers-Briggs fan? Do you use a different approach? Please share what works for you.

Source: Keirsey, David. Please Understand Me II: Temperament, Character, Intelligence. Del Mar: Prometheus Nemesis. 1998.

SHARE THIS:

Share on Facebook Share on Twitter Share on Google+ Share on LinkedIn Share by Email

Leave a Reply

Latest from the blog:

2017 SEO Ranking Factors Study Reveals Interesting Findings

SEMrush (a company that develops search marketing software) has released its 2017 SEO Ranking Factors Study. Some of the findings on the importance of certain factors were a bit surprising and, even more importantly, if true, exceedingly difficult for site owners to control.

Read the Article »

What our clients have to say:

Barbara Centrella

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”

 

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

2015-04-25T18:52:18+00:00

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”  

Terry Yoffe

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”

 

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

2015-04-25T18:49:53+00:00

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”  

George Donohue

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”

 

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

2015-04-25T18:49:31+00:00

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”  

Adam Wolf

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”

 

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

2015-04-25T18:51:53+00:00

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”  

Stephen May

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”

 

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

2015-04-25T18:50:35+00:00

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”  

Arianne Andrusco

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"

 

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

2015-04-25T18:45:55+00:00

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"  

Lucien Harriot

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."

 

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

2015-04-25T18:47:19+00:00

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."  

Albert Barette

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."

 

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

2015-04-25T18:46:25+00:00

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."  

Joe Biondo

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”

 

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

2015-04-25T18:48:07+00:00

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”  

Gerald Pennington

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”

 

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

2015-04-25T18:49:09+00:00

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”  

Howard Levy

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”

 

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

2015-04-25T18:47:41+00:00

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”  

Lee Angus

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”

 

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

2015-04-25T18:51:21+00:00

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”  

Larissa Nycz Montecullo

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”

 

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

2015-04-25T18:50:56+00:00

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”  

Samuel Vinicur

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”

 

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

2015-04-25T18:48:35+00:00

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”  

Hiroto Takagi

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.

 

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

2015-04-25T18:52:52+00:00

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.  
Market It Write

Market It Write