Rate how open your user is:
- maximum degree – likes to try new things, is looking for adventure and is very curious.
- minimal degree – prone to routine, repetitive, habitual activities, traditional, careful in trying new things.
If your users are more likely to be closed, then the guarantees you provide, the possibility of a refund, and the payment schedule should be highlighted. If potential clients are open, then a good solution would be to appeal to their adventurous nature and curiosity.
Rate how accurate your user is:
- maximum degree – loves to make lists, formulas, loves organization.
- minimum degree – thinks creatively, thinks over strategies, prefers freedom of movement.
Accurate people are always looking for details, that is, accuracy and security. And for those who are not very accurate, the abundance of details can alienate, because they are closer to creative ideas. It is necessary to implement signals for accuracy only if you are sure that they are important to potential buyers.
If your product involves multiple steps, tracking, and accuracy, then you need to include alerts for accurate users. If your product is creative, free, and lacking in fidelity, then you need users who can work without checklists or steps.
Assess if your user is an extrovert:
- maximum degree – likes to communicate with people, talkative.
- the minimum degree – reserved, closed or shy, prefers to spend time alone.
If you are reaching out to people with a low rate of extraversion, then deliver a message that sounds something like: “You are safe here.” This can be done with images, promises and words.
On the other hand, if you are targeting people with high levels of extraversion, you need to address their desire to “be safe with other people.” For extroverts, it is important to emphasize a sense of community, the possibility of meeting great people, and group participation.
Rate how friendly your user is:
- maximum degree – is an excellent member of the team, by default it easily says “yes” to everything.
- minimum degree – thinks analytically, carefully analyzes ideas and is skeptical.
If your brand is about team, community, and group affiliation, then you need to signal this to friendly people. On the other hand, there are users who do not have this characteristic: they love data, facts and academic research.
Rate how emotional your user is:
- maximum degree – often worried about something, subject to mood swings, reactive.
- minimum degree – emotionally stable, usually calm, mood rarely changes.
People with low levels of neuroticism believe that “everything will be fine.” They look at the preppers and think, “This will never happen, and even if it does, everything will be fine.” Neurotics, on the other hand, are constantly worried that nothing good will come of it.
If you are focused on the latter, then communicate information about how your product or service will solve their problems. If the target audience consists of consumers with a stable emotional background, then focus on the benefits, since such people are less worried about problems and more eager to find a way to improve.
Important: You cannot include signals for all five personality traits in one campaign. Trying to do this will confuse users.
Include those that help your ideal customer make purchasing decisions faster. It is best to choose the TOP characteristics and use them to direct all efforts to interaction with customers.