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 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!

Yellow_______Red_________Blue_________White

__Animated __Adventurous __Analytical __Adaptable

__Persistent __Playful __Persuasive __Peaceful

__Submissive __Sacrificing __Sociable __Stubborn

__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 well

__Thoughtful __Tenacious __Talker __Tolerant

__Listener __Loyal __Leader __Lively

__Contented __Chief __Chartmaker __Cute

__Picky __Permissive __Productive __Popular

__Bouncy __Bold __Behaved __Balanced

__Brassy __Bossy __Bashful __Blank

__Unruly __Unfeeling __Unresponsive__Unpitying

__Reluctant __Resentful __Resistant __Repetitive

__Fussy __Fearful __Forgetful __Frank

__Impatient __Insecure __Indecisive __Interrupts

__Unpopular __Uninvolved __Unexpected __Unemotional

__Headstrong __Haphazard __Hard to please__Hesitant

__Plain __Pessimistic __Proud __Permissive

__Anger easily__Aimless __Antagonist __Alienated

__Naive __Negative __Nervy __Nonchalant

__Worrier __Withdrawn __Workaholic __WantCredit

__Touchy __Tactless __Timid __Talkative

__Doubtful __Disorganized__Domineering __Depressed

__Inconstant __Introvert __Intolerant __Impartial

__Messy __Moody __Mumbles __Manipulate

__Slow __Stubborn __Show-off __Skeptical

__Loner __Lordly __Lazy __Loud

__Sluggish __Suspicious __Short temper__Scatty

__Revengeful __Restless __Reluctant __Rash

__Compromising__Critical __Crafty __Changeable

Total: _____ _____ _____ ____

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 na?. 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.

- Yes, it's perfectly normal to see characteristics of yourself in 2 categories and a small smattering in the others. And 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 like a 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.mycopywritingplaybook.com.