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To uncover the wants and needs of your target market, psychographics will assist in identifying the passions, attitudes, values, and personalities of your ideal client. Gathering information and developing messaging that will appeal to potential customers will be easier if you are aware of your audience.

With the help of psychographics, you may learn what consumers think about content, what they desire from your goods or services, and which messages they prefer to view over others. Examples of psychographics include the interests, passions, and opinions of the target market. Knowing the psychological needs and aspirations of the ideal client or audience will help in creating effective marketing communications.

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Personality is determined by a person’s level of agreeableness, openness, extroversion, conscientiousness, and neuroticism. These characteristics are frequently associated with consumer behaviors. Understanding the personality features of your target audience will help you develop tailored messages, thereby increasing engagement.

Understanding your target audience’s personality traits can assist you in refining your messaging and brand. For example, if they are highly extroverted and sociable, they may value communication and personal connections. Conversely, if they are more reserved and formal, they may prefer to gather information about your brand independently before engaging with it.

Learning the characteristics of your intended audience can help you better understand how they prefer to communicate or be informed. Personality traits to consider when interacting with target audiences are found on Hubspot: 

  • Introverted vs Extroverted
  • Emotional thinker vs Logical thinker
  • Pragmatic vs Idealist
  • Spontaneous vs Planner
  • Creative vs “By-the-books”
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Ways to Apply Personality Traits to Marketing

  1. Adjust your voice in your marketing
  2. Craft messaging based on what motivates your audience
  3. Address the mental hurdles your audience goes through

Adjust Your Voice in Your Marketing

It is crucial to personalize marketing messages to engage with the target audience effectively. A segmented approach based on age, gender, interests, and geographic location can help craft messaging that speaks to their unique preferences. Direct language and storytelling can also create a stronger connection and emotional engagement. Personalization is essential for effective communication and engagement and can be achieved by segmenting, using direct language, and incorporating storytelling.

Craft Messaging Based on What Motivates Your Audience

To create effective messaging that drives a specific action from the audience, it’s important to identify the desired action and understand the audience’s personality traits. This involves analyzing their preferences, behaviors, and decision-making processes. Tailoring the communication strategy to appeal to the audience’s preferences through emotional resonance, clear information, and engaging multimedia can help drive them toward the desired action. 

A clear and compelling call-to-action is also essential for encouraging the audience to take a specific action, such as making a purchase or signing up for a newsletter. By considering the desired action and the audience’s personality traits, effective messaging can be created that drives engagement and action.

Address the Mental Hurdles Your Audience Goes Through

What biases is your audience facing that may be holding them back from their buying habits? Helixa provides insight into “The Big Five” personality traits that drive marketing and purchasing decisions. 

The Big Five personality traits are a frequently used model of personality that contains five dimensions: openness, conscientiousness, extraversion, agreeableness, and neuroticism. The personalities of an individual or a group of individuals can be understood by analyzing the specific behaviors that each of these features is linked to.

Openness to Experience: determines how creative and curious a person is. Is your target audience:

  • Inventive/curious: inclined to be imaginative, inquisitive, and more open to novelty than to rigid regularity.
  • Consistent/cautious: Pragmatic and data-driven individuals tend to seek fulfillment via endurance.

Conscientiousness: evaluates the degree of organization and work ethic in a person. Is your target audience: 

  • Efficient/organized: Prefer planned activity above spontaneous action, and tend to be trustworthy, disciplined, and duty-bound.
  • Easy-going/careless: Flexible and impulsive, and  occasionally viewed as unreliable.

Extraversion: determines a person’s friendliness and enthusiasm level. Is your target audience:

  • Outgoing/energetic: They are sociable, assertive, and display high energy levels in social situations. They enjoy being around people and often take on leadership roles in group settings. 
  • Solitary/introverted: Tend to be more reserved and prefer spending time alone or in small groups rather than in large social settings. They may be more introspective, reflective, and independent in their thinking and behavior.

Agreeableness determines how polite and friendly a person is. Is your target audienceL

  • Friendly/compassionate: tend to be well-mannered, cooperative, and trusting of others.
  • Analytical/detached: tend to be more focused on themselves than others and more competitive.

Neuroticism: determines a person’s level of serenity and calm. Is your target audience:

  • Sensitive/nervous: Emotionally reactive and stress-prone; tends to perceive everyday situations as scary and little setbacks as impossibly challenging.
  • Secure/confident: less susceptible to emotional reactivity and upset. Try to remain composed and devoid of any lingering bad emotions. 

Having a general understanding of “The Big Five” personality model will help you understand how someone likes to be messaged and what behaviors they have when it comes to responding to marketing and buying your product. Each of your customers will have different personality traits, which can make marketing communications challenging at times.

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Identifying the personalities of those you are targeting will make it easier to market to and communicate with them. With an understanding of psychographics, you may identify the interests, personalities, beliefs, values, and motivations of your target audience and gain a deeper psychological insight into who they are as well as their buying behaviors.

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