Every time we post something on social media, send out an email to our database or write a blog post, we're communicating with our clients, our potential clients and our referral networks. I'm sure that most of you reading this believe that you know the perfect way to communicate with them - the right language, the right style and tone, the right information. But what if I told you that there's something else you should factor in... Something that could transform your business. Would you do it?
During the week I was lucky enough to listen to guest speaker Allison Mooney talk about the four different personality profiles. It was an insightful few hours and to be honest, I learnt things about myself I didn't know. I learnt things about my relationship that I didn't know! But a lot of things do now make sense.
Alison's insight did get me thinking about one big thing though... Those people we talk to as businesses or brands, we think we know them, but do we really? The world is made up of differing personalities and in our business communications, are we talking to the right ones in the right ways?
The first thing we need to do in order to answer this question is identify the four different groups. As Alison explained, each have some core traits that make it simple to allocate ourselves or others to. Think about your target market or your ideal customer and where they may belong.
- Life of the party
- Avoid conflict
- Want to encourage unity
- Strong opinions
- Lovers of change
So when you think about your customers, where do they fit? If you’re a young, trend focussed fashion brand, it’s the playful and peaceful personalities you probably attract as customers. If you provide a professional service to other businesses, it’s probably the precise and powerful personalities you attract as customers.
So each customer group is different and this means that the language you use when communicating with them, be it written or visual, needs to be selected carefully. So my advice for businesses is to assess your market and make sure that your communications do the following based on where they belong...
If your customers are playful, be relatable. Be honest and speak with real language as if you’re talking to another person. Social media is fantastic for this, because it gives us a platform to showcase our brand identity and have two-way interactions with customers. Playfuls love people and love to engage, so do this and connect with these people on their level.
For the peacefuls, avoid intentionally disruptive behaviour. Unless you feel it’s your brand’s place to make a powerful, controversial statement about current affairs, don’t do it. You can ask your community of followers (and be ready for any playfuls and powerfuls to respond) but don’t go looking to be disruptive. The peacefuls will be much more supportive of a brand that doesn’t do this and shows an all-inclusive, nurturing front.
For the precises, proof read EVERYTHING! Every post no matter where or why needs to be proof read. Use correct language, punctuation and show your integrity and intelligence as a brand. Share statistics, give them knowledge and information and answer their unasked questions.
For the powerfuls, prove yourself as an inspiring brand and lead your field. If you’re a fashion brand, make the trends and empower your customers. If you’re a technology company, don’t be afraid to pave the way and showcase new, innovative ideas and thoughts. Be a leader in your field and you’ll naturally attract the powerful personalities.
It's a slightly different way of thinking about your target market, but it can go a long way in building relationships with the right kind of people for your business and brand.
Where do your customers fit? Are your current customers a different personality profile to your target customers? share your thoughts in the comments below.
To learn more about Allison and her fantastic practices go to http://allisonmooney.co.nz/pressing-buttons/