As you develop content for your financial or real estate business, it can be easy to just write naturally in your own voice. That’s good because you come across as personable. However, you tend to attract people who are exactly like you (i.e. whose personality is similar to yours).
If you want to improve your marketing, look at who your top clients are and then work backwards through your sales funnel to develop marketing that resonates with those personalities.
START WITH YOUR EXISTING CLIENTS
Ask yourself: What kind of personality do my biggest, most profitable, and most frequent clients have? (If you work with consumers, you probably get a variety of personalities. If you work with businesses, you might get a few types of personalities for big businesses and a few types of personalities for small businesses).
For example, I work primarily with financial and real estate entrepreneurs — these are two highly competitive industries that take confidence, perseverance, and even some professional aggressiveness to be successful. Therefore, I try to match my marketing and sales content, as well as my workstyle to meet their needs.
Familiarize yourself with a personality-profiling/behavior-styles systems (like Myers-Briggs or the DISC profile or maybe there’s a different one that you are more familiar with). Just make sure it’s not too complicated and easy for you to “read” your contacts quickly and easily.
REVISIT YOUR MARKETING
Once you have a handle on the personality types that make up your client list, revisit your existing and figure out which personality types your marketing tends to resonate with. Then plan to create marketing content that gives the same message but communicates it in a way that some of the other personality types will respond to.
Also, look at your upcoming marketing efforts to make sure that there is content available for all personalities you serve.
In some cases, you might want to create separate sales funnels for each personality type (if you tend to work with one buyer through the entire sales cycle).
Here’s an example of how I would handle content for the 4 DISC behavior types, and I’ll use a real estate agent article as an example. Let’s say we want to write an article about how to find the perfect home. Here’s how I would write the same information for each of the following DISC behavior types:
- Dominance: These people are busy decision-makers. Keep the content focused on benefits and potential return on investment at a higher level. Consider an article like “The 6 Most Important Things to Look For in the Next Home You Buy”
- Influencers: These people are key people and potential evangelists. Make sure the content is easy for them to buy into and communicate with others. Consider an article like “8 Useful Tips to Make Your Next Home Purchase Easy and Painless”
- Steadiness: These people are looking for safety and predictability. Make sure the content demonstrates your reliability and minimizes the pain of moving. Consider an article like “How to Ensure that Your Next Home is Perfect (and How to Make the Move Easier Than You Ever Thought Possible)”
- Compliance: These people are analytical and structured. Make sure the content is sequential and provides them with all of the information they need to know. Consider an article like “The 5 Steps to Finding the Perfect Home to Fit Your Needs”
See the difference? Using the four DISC behavior styles, we reworked the article to match it up to the expectations and thought-processes of that style. The title is listed but the content would need to be modified, too.