Marketing can be tricky business if you don't understand the needs of your target audience. By understanding the personalities of your potential clients, you can communicate more effectively and provide them the information that is important to them when receiving marketing messages.
The DISC Profile is a great way to understand different personalities and how they receive marketing messages. DISC is one of the most popular four quadrant behavioral and personality models which looks at behavior styles and preferences. The four DISC personality types are: "D" or dominant personalities, "I" or influence, "S" or steady, and "C" or compliant personalities.
High "D" people are often strong willed, determined, demanding, egocentric, ambitious, and aggressive. They are likely to start and run a successful small business. Deadlines and features are important when marketing to a high "D" audience because they want just the facts. You will lose them if there is not something immediately interesting about your product or service prominently displayed. High "D's" generally make buying decisions quickly and expect to implement your product or service immediately upon purchase.
High "I" people are often enthusiastic, persuasive, warm, convincing, magnetic, demonstrative, trusting, and optimistic. They can also be a driving force in growing a business, relying on personal contact to grow their customer base and make sales. High "I" buyers are often looking for new things to try and are willing to learn more about your product or service if it will help their business. Testimonials and feedback from other clients are key in decision making.
High "S" people are patient, predictable, relaxed, deliberate, consistent, and tend to be unemotional. These people are unlikely to be swayed by marketing messages. High "S" buyers rarely look for new products, because they are set in their ways. To get your message across, you will have to send them several messages and expect multiple sales calls and a long implementation schedule. The upside is that once you close the deal, they are unlikely to change vendors anytime soon.
High "C" people are cautious, systematic, diplomatic, accurate, and tactful. They are excellent support people who play an important part in making the business successful, setting up systems, handling payroll, and making sure that product or service levels are met. High "C" buyers need a lot of documentation to make a buying decision, including product specifications, service, pricing, etc., and they will be willing to spend a lot of time researching before purchasing.
By taking time to understand your prospects' personality type, you can craft the most effective marketing strategy possible. If you're looking for other ideas on how to create marketing materials that will appeal to your audience, stop by today! Together we can bring your ideas to life.
Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Suite G, Charlotte, North Carolina, 704-910-9914 www.heritageprintingcharlotte.com
22725 Washington Street, Leonardtown, MD, 301-475 1700 Â www.heritageprinting.com
