How to think like a customer
There’s no doubt that our view of the world is coloured by the way we think. But, if we want to communicate effectively with our customers, we need to develop insight into how our thinking influences our interactions with other people. Developing this awareness enables us to put our customers at the centre of our marketing efforts, and to adapt the way we communicate so our messages resonate with our audience.
A tool to understand your customers
Developing this awareness isn’t always easy though. A useful tool I was shown recently is a psychometric profiling model, which can help us gain a better understanding of different personality types – including our own. Primarily intended to help with social situations such as networking, the model is also useful when we’re working out the best way to communicate with our customers.
What colour best describes you?
The premise of the profiling model is that most of us have a dominant behavioural and communication style; this idea is presented as a circle divided into four coloured quadrants: red, blue, yellow and green. Each colour signifies a set of attributes that make up a personality type, and in very simple terms, these are characterised as follows:
- Green is predominantly caring and encouraging
- Red is driven and ambitious, with a get-it-done attitude
- Blue is typified by a cautious, analytical nature
- Yellow is outgoing, dynamic and sociable.
You can probably see quite quickly which colour best describes you and your personal style, and also how the colours apply to people you know.
Getting on the same wavelength
The idea is that once you have recognised your own personal style, you can use this knowledge to overcome some of the limitations this creates when you meet people. It means you are better equipped to adapt your personal style appropriately – not in a disingenuous way, but as a means of getting ‘on the same wavelength’ as the people you’re talking to.
A way to stimulate ideas
The model is also useful to stimulate ideas for your marketing communications. If you need to come up with a series of messages for a product or service, you could vary the way the benefits are presented, with each message appealing to a different personality type. At the very least, it is a good idea to make sure your communications aren’t dominated by your own style, or too strongly ‘coloured’ by your way of thinking.
If you’re an outgoing ‘yellow’ type, then your communications might be all about fun, but with little of the factual evidence that the more analytical ‘blue’ personality will be looking for. By contrast, if you want to appeal to a predominantly ‘red’ personality type, you may want to focus on more practical aspects such as ease of ordering and delivery, and for ‘greens’ you may choose to emphasise that your business has a social conscience.
Awareness is a good starting point
From a marketing perspective just reminding ourselves that people think and make decisions in different ways helps us to create more appropriate communications. The psychometric profiling model is one way to review your communications, and to make sure they have a broad appeal. Plus, if you’re stuck for ideas, it could help get you started.
If you need help with your copywriting please call me on 01249 653816 or email me at firstname.lastname@example.org.