Why You Need Personality Marketing as Part of Your Marketing Strategy

It’s Not Always about Getting What You Want

Imagine you are a nurturing, caring individual who wants to make the world a better place with your business (imagining that may not be a stretch). Your goal for this year is to scale your business so that you can help more people. You don’t have a plan on how to do that just yet. In fact, you realize you may need some help.

That’s when you see this ad headline appear on your Facebook feed:

Scale Your Business by Using Your Competition as Stepping Stones

Crush your competition and become the master of your niche in 3 months

How do you feel about signing up? More than likely, as a business owner, the promise of scaling your business rapidly will certainly sound appealing. But, compassionate people generally aren’t going to want to “crush their competition” and use other human beings as “stepping stones” to reach that goal.

Is it a bad program? Probably for you it is. But for others who are more aggressive in their business approach, it may work very well.

Now, what if that headline had read like this instead?:

Scale Your Business in 3 Months

Stand heads and shoulders above the competition by helping clients in ways they cannot. 

Now, the ad has your attention. It offers a promise that you need, and it offers a way to attain it that doesn’t go against the grain of who you are.

While the two different ads ultimately promise to attain the same business goal (scaling the business) they speak to two completely different personalities.

Personality Marketing

This month on the blog, we will help you develop a deeper understanding of how to speak to your ideal client. If you have a business, you want to make sure you have your ideal client profile handy at all times. Every piece of marketing material you create should focus on their problems and goals. If you don’t have an ideal client profile, I highly recommend you create one.

This week we will focus on why you want to highlight their personality. I like to think of a personality simplistically as the way we perceive and engage the world. While everyone’s personality is unique to them, there are an abundance of tests out there that can classify personalities into identifiable clusters.

Unfortunately, when creating marketing materials, it’s common to focus exclusively on tactics like highlighting benefits rather than features, agitating the problem before offering a solution, and promising a way to reach their goals. But, when you start marketing to personalities, you are going beyond promising the help achieve goals to getting them to their goals in a way that they want to do it.

Why Personality Marketing?

It’s simple: You want to attract clients that are the best match for you.

Let’s go back to you being the compassionate business owner again. What would happen if you were to get a client that the first aggressive ad spoke to? What are the odds that the relationship would be filled with turmoil? This isn’t a matter of whether you can help. This is a matter of whether you two are a good match personality-wise.

That means you need to start with a clear understanding of who you are as a person. What is your personality? I suspect you will get along best with personalities like yourself. After all, like attracts like.

Once you have a clear self-understanding, then you can tailor your marketing message to appeal to people like yourself who have problems you can help them overcome.

When you set up your website and went through your branding process (and if you haven’t done this, you may want to watch this masterclass and check out the Get Leads & Clients Academy), you learned that your brand needed to reflect who you are. Now, I’m simply asking you to become more clear on who you are so you can intentionally attract people who have a similar personality.

Bottom line: When you start engaging in personality marketing, you will be able to resonate with your ideal client more and attract the perfect people for you.

Next Week

I hope you can see why it is so important to incorporate personality marketing into your marketing strategy. Next week, I’m going to walk you through how you can do this with your marketing using a popular personality test out there.