A 3-Minute Cheat Sheet To The Secret Language Your Prospects Are Speaking

 

Ever had a conversation with someone you just KNEW was from another planet?

 

You know what I mean. The kind of conversation where you just can’t find ANY common ground? The kind that has you praying for an earthquake, lightening strike or unexpected monsoon to justify a quick escape?

 

If so, you’re not alone. In fact, you’re perfectly normal!

 

So what gives? Why the struggle? The short answer is you’re literally speaking 2 different languages.

 

The long answer is key factors and attributes of your personality make it difficult for you to connect and build rapport with someone who is not motivated, inspired and hardwired the way you are.

 

So what does this have to do with copywriting? Lots. You see, if you aren’t using the words and phrases that resonate with your prospects’ personalities, you aren’t communicating. And if you aren’t communicating, you aren’t selling.

 

So how do you fix it? By:

 

1. Identifying your personality
2. Identifying your prospect’s personality
3. Learning and using the trigger words, phrases, mediums, analogies, metaphors and so on that will resonate MOST with your target audience

 

 

Step #1: Identifying Your Personality

Below is a fun personality test you can finish in less than 5 minutes. Start by reading each of the four words in the first line then put a check mark next to the one that sounds most like you. Repeat this for each line. There may be two or even three that sound like you, but choose the one that best describes you. When you finish, add up the total for each column and whichever you score highest on is your dominant personality. Your second highest score indicates your secondary personality.

 

Take a moment to complete it now and you’ll quickly discover some of the best-kept secrets to effective marketing!

 

 

Popular Yellow             Powerful Red               Perfect Blue                 Peaceful White

 

__Animated                   __Adventurous              __Analytical                  __Adaptable

__Persistent                  __Playful                       __Persuasive                __Peaceful

__Submissive                __Self-sacrificing          __Sociable                    __Strong-willed

__Considerate               __Controlled                  __Competitive                __Convincing

__Refreshing                 __Respectful                 __Reserved                   __Resourceful

__Satisfied                    __Sensitive                   __Self-reliant                 __Spirited

__Planner                     __Patient                      __Positive                     __Promoter

__Sure                         __Spontaneous __Scheduled                 __Shy

__Orderly                      __Obliging                     __Outspoken                 __Optimistic

__Friendly                     __Faithful                      __Funny                       __Forceful

__Daring                       __Delightful                   __Diplomatic                 __Detailed

__Cheerful                    __Consistent                 __Cultured                    __Confident

__Idealistic                    __Independent              __Inoffensive                 __Inspiring

__Demonstrative            __Decisive                    __Dry Humor                __Deep

__Mediator                    __Musical                     __Mover                        __Mixes easily

__Thoughtful                 __Tenacious                 __Talker                        __Tolerant

__Listener                     __Loyal                         __Leader                      __Lively

__Contented                  __Chief                         __Chartmaker               __Cute

__Perfectionist              __Permissive                 __Productive                 __Popular

__Bouncy                     __Bold                          __Behaved                    __Balanced

__Brassy                      __Bossy                       __Bashful                      __Blank

__Undisciplined             __Unsympathetic           __Unenthusiastic           __Unforgiving

__Reluctant                   __Resentful                   __Resistant                   __Repetitious

__Fussy                        __Fearful                      __Forgetful                    __Frank

__Impatient                   __Insecure                    __Indecisive                  __Interrupts

__Unpopular                  __Uninvolved                 __Unpredictable            __Unaffectionate

__Headstrong                __Haphazard                 __Hard to please           __Hesitant

__Plain                         __Pessimistic                __Proud                        __Permissive

__Angered easily           __Aimless                     __Argumentative            __Alienated

__Naive                        __Negative attitude         __Nervy                        __Nonchalant

__Worrier                     __Withdrawn                 __Workaholic                __Wants Credit

__Too Sensitive             __Tactless                     __Timid                         __Talkative

__Doubtful                    __Disorganized             __Domineering              __Depressed

__Inconsistent               __Introvert                     __Intolerant                   __Indifferent

__Messy                       __Moody                       __Mumbles                    __Manipulative

__Slow                          __Stubborn                   __Show-off                   __Skeptical

__Loner                        __Lord over others         __Lazy                         __Loud

__Sluggish                    __Suspicious                __Short-tempered          __Scatterbrained

__Revengeful                __Restless                    __Reluctant                   __Rash

__Compromising           __Critical                      __Crafty                       __Changeable

__________                  __________                  ___________                ___________

                       

All finished? Great! Let’s dive right in. Listed below are brief descriptions of the four basic personality types. Locate yours and take 30 seconds to read through it.

 

Yellow

Yellows are typically high-energy, chatty personalities with bright eyes and loud voices. They need to be the life of the party, want to have fun, and are always looking for the next adventure. They thrive on community and social contact. Popular and well-liked, they rarely ruffle others’ feathers intentionally but can sometimes be overwhelming with their need for attention, approval, affection and acceptance.

 

They are optimistic, have great senses of humor and love to tell stories. They are natural persuaders, motivators and entertainers. On the downside they are often disorganized, struggle to follow-through and often appear lackadaisical and naïve. Typical reactions to stress include disappearing, going shopping, blaming others, and making up excuses.

 

Yellows are typically PTA leaders, volunteers, entertainers and fundraisers.

 

Red

Reds live goal-oriented lives. They are the doers of the world and thrive on action. They are well-organized, outgoing, loyal, hard-workers. They tend to be unemotional in their decision-making, have a compulsive need for change, are confident, independent and good at delegating. Reds have a natural feel for being in charge and solid instincts about what will and won’t work in any given situation.

 

On the downside they can sometimes be bossy, domineering, controlling and impatient. They typically react to stress by becoming more controlling, working harder and jettisoning anything that does not serve their higher purpose.

 

Reds typically include executives, military leaders, entrepreneurs and politicians.

 

Blue

Blues are thoughtful, analytical, serious, purposeful people. They are also often creative, artistic, philosophical and poetic. The phrase “still waters run deep” comes to mind with this group. They are very sensitive to others, conscientious, appreciate beauty, have high standards and are idealistic.

 

On the downside they can be perfectionists, get depressed easily, focus too much on details, are suspicious of others and take themselves too seriously. They tend to react to stress by withdrawing, getting lost in a book, giving up or recounting problems over and over.

 

Blues typically include inspectors, analysts, counselors and artists.

 

White

Whites are quiet, low-key, don’t rock the boat kind of people. They are patient, well-balanced, consistent, have a dry sense of humor, avoid conflict, are good under pressure, easygoing and have many friends. They are sympathetic and kind, keep their emotions hidden and could be called the “all purpose person.”

 

On the downside they can be lazy, unmotivated, expect others to handle their problems, lack decisiveness and can be extremely stubborn. They tend to react to stress by hiding from it, watching TV, eating or just tuning out.

 

Whites typically include doctors, mediators, psychologists and dentists.

 

**Now, for those of you who are wondering…

 

• No, this is not a complete description of each personality and the trigger words and phrases that appeal most to them (you’ll have to buy my “Copy Coach In A Box” kit for that).

 

• Yes, it’s perfectly normal to see characteristics of yourself in 2 categories and a small smattering in the others. While we are all individuals and cannot be completely classified as one thing or another, you will notice that you PRIMARILY fit into one category and exhibit secondary traits of another.

 

So how does knowing your personality-type help? Because knowing how you communicate with others gives you a clue as to whom you will have the most success selling.

 

 

Step #2: Identifying Your Prospect’s Personality (by the way, this works on your spouse too ;))

 

Now it’s time to pin the tail on your prospects. Think of one or two prospects to start then expand your vision to the whole lot. Which of the above personalities best fits?

 

During this exercise, you may even find that your product or service naturally appeals to one personality type over another. For example the detail-oriented, conscientious, by-the-book Blue is more likely to buy and use dietary supplements than the fun-loving, foot-loose and fancy-free Yellow.

 

On the other hand pitching a designer handbag to the society conscious Yellow is way more effective than selling it to the down-to-earth, practical and pragmatic Red.

 

Does this mean certain products and services can ONLY be sold to certain personalities? Sometimes yes, but mostly the answer is no. The trick is simply figuring out which personality you want to sell to, then creating copy that clearly targets that audience using key words, phrases, analogies, benefits and pains that resonate most with that personality.

 

 

Step #3: Resonating With Your Audience

 

So how do you put this to work in your copy? I’ve listed 2 examples below. See if you can guess which personality-type is being targeted before you read the answer.

 

Example 1:

 

“Did you know 43% of all children don’t get enough Calcium in their diets? And that this deficit is responsible for 64% of all broken bones, 53% of reported cases of poor concentration in school and 24% of premature aging? Are you doing all you should be doing for your child?”

 

Who do you think we’re targeting? Blues! How can you tell? Well for one we have specific numbers and detailed information, which this audience loves. We also play on their sense of social and personal responsibility. Remember Blues are “deep” people and very sensitive to the needs of others. What’s more they have a powerful need to be right, which means doing the “right” things for their children.

 

Example 2:

 

“When you cruise up to the premier social event of the year in your sleek new red convertible, you’re sure to be the envy of all your friends. Don’t let bad credit keep you from living the life you deserve, call 800-888-8888 today to learn how you can get back to the fun, adventurous lifestyle you were born to live!”

 

Who’s the audience? Yellows! How can you tell? Well, we know Yellows are very motivated by what others think of them, they are social butterflies, image is extremely important to them and they often believe having fun is their birthright! Every word in this small excerpt was chosen to specifically highlight those characteristics. And while it may sound perfectly ridiculous argument to a Blue or Red, it sounds just divine to a Yellow!

 

There you have it, a down and dirty overview of The Secret Language Your Prospects Are Speaking. As I said before, this truly is a thumbnail sketch of the components and elements that go into targeting and writing to specific personality types. For complete access, go to www.copycoachinabox.com. 

 

Thanks for reading and stay tuned for next month’s article on How To Keep Your Website Out of Google Hell.

 

Start a fire with your copy,

Lina Penalosa

 

The Write Solution

Phn: 757-377-1244

Fax: 757-299-8355

lina@thewritesolutionllc.com

www.thewritesolutionllc.com

 

 

P.S.  To get your “Copy Coach in a Box” system, including more in-depth money-making tips on Identifying and Marketing To Your Prospects’ Personalities, The 3 P’s of Great Copywriting, Persuasion Tactics That Produce Profits, A Complete Ready-to-Go Sales Letter Formula, a Book of Power Words That Sell, a 3-Hour Audio Recording, and more, simply go to www.copycoachinabox.com.

 

P.P.S. What others are saying about Lina Penalosa and The Write Solution…

 

 

 

“I’ve used Lina on several occasions to create my own revenue-producing sales letters and couldn’t be happier. She takes care of all the grunt-work, works quickly, produces fantastic copy that sells my products and requires very little from me in the process. I can’t begin to imagine how much time and money her services have saved me!”

 

--Lee Milteer, International Business Coach and Speaker

 

 

 

 

“If you want someone who gets the Dan Kennedy-style of copywriting and creating long sales letter, Lina is the writer you want. She does more than take care of the interviewing, testimonial gathering, layout, color scheme, photo placement and of course the writing. She’ll save you a small fortune…not to mention your sanity. Her prices are more than reasonable and when I add up the cost of doing it myself---well, let’s just say I’ve saved thousands of dollars on each project!”

 

--Stephen Oliver, Martial Arts Marketing Expert and Owner of Mile High Karate Schools                Denver, Colorado

 

 

 

 

“Lina is one of the best creative talents I've worked with. She has a no-nonsense attitude and never makes excuses. She just gets the work done and quickly. There’s no hand-holding or baby-sitting required. I ask for something. I pay for it. I get it. Her approach is thoughtful and organized and once I’ve assigned something to her, I can forget about it and move on to the next item on my to-do list.”

--Ernesto Fernandez, Doctor of Oriental Medicine, Acupuncture Physician, Licensed Mental Health Counselor