Myer-Briggs Method of Targeting Marketing through Personality

The theory that I'm presenting in this article is a based on a variation of the Myers-Briggs Type Indicator and Kiersey Temperament Sorters. The idea behind personality targeting is that people are generally motivated to different degrees by the following four qualities:

Power / Status
Competition / Cutting Edge
Connectedness / Community
Money / Price

So how do you decide which type to target? Well, you can either pick one type and go after those customers or try to cover all the bases in some way with your site. It's easier than you think.


Here's a rundown on the different personality types and some ideas on how to appeal to your specific audience.

Power / Status

People who fall into this category want to be seen as important people. They look for products and services that reinforce that image. Targeting this group is great if you're selling high-value items. Try to position your product/service/message as an important, prestigious thing. Celebrity endorsements are given a lot of weight with this crowd. These people generally have newer computer equipment and run the latest operating system versions.

Competition / Cutting Edge

People in this group are fashion-forward dressers, video-gamers and technology enthusiasts. They seek challenge and creativity. High-ticket items are no problem for this crowd since they are willing to pay a premium to get what they want before the rest of the market. A sales message to these people should emphasize the latest, greatest, fastest and the most unique features of the offering.

Connectedness / Community

Those that fall into this group are the caretakers of the world. They worry about the environment, community issues, friends and family. They like familiar, accepted things. They are likely to wait until an item becomes a commodity that is in wide use before adopting it. Their browse and equipment are probably older, but sill functional. This group needs the more information the better. A comforting, simple color scheme is also important.

Recognition of events that affect our lives (e.g., 9-11, the Space Shuttle disaster) is appropriate and appreciated by this group. High-value items can be sold to this group if they are positioned correctly. They are glad to pay more for items that are environmentally-friendly of family-friendly, for example. This group likes it when you remember who they are the next time they visit. Some companies who would target this group might be "Made in the USA" products or chambers of commerce, etc.

Money / Price

There are plenty of people in the world who shop by price alone, and for them you need to offer specials and discounts. Make it easy for them to buy so they don't wander off and find your products/services cheaper elsewhere. These people need to be grabbed and called to action.

 For the price-conscious, limited-time offers are a good motivator. Make is easy for them to find what they are looking for. Examples of the type that might target these people are software companies, printer ink sales, cell phones, etc.

It is easy to focus on one personality type with your product or service but with a little creativity you can actually appeal to all four types. But knowing your target audience makes the difference.

Scottie spent many years working as a buyer for a large departments store chain before getting her Master's Degree in Information Technology Management at Mercer University in Atlanta, GA. Her retail and marketing knowledge along with her technical background allows her craft practical and creative solutions. Operated by Scottie Claiborne 


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