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.

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