Michael Epps Utley 
You’ve likely developed customer personas based on demographic data. It’s a critical step toward developing effective marketing campaigns.
Why not take things to the next level and address the personalities of the people in your audience?
Understanding the personality traits of the people you target can help you address their behaviors and preferences. It can also give you a significant advantage over competitors in your marketing plans, strategies, and tactics.
For instance, if the people you are marketing to are highly conscientious and value efficiency, you can emphasize the convenience and time-saving benefits of your products or services. Or, if they are open to new experiences and appreciate creativity, you could highlight your offerings' innovative and unique aspects.
This guide explains what you must know to develop and use personality in your marketing.
Demographics Versus Personality: The Difference
Demographics reflect a quantitative overview of the characteristics of the overall population and the people your company is targeting in its marketing, such as age, gender, income, education, occupation, marital status, and ethnicity. Personality represents the psychological characteristics and thinking patterns of different people and groups. Personality is about thought patterns, emotions, and behavior.
Ideally, demographic and personality data should be combined to create more tailored and effective marketing strategies and campaigns.
Determining Your Target Audience’s Personality Types
You can assess personality types through surveys and other research methods (the jury is out on how accurate or scientific some of them are, but they’re often used nonetheless). Popular personality assessment tests include:
You can also find out about the personalities of the people in your consumer base by monitoring social media activity. Check out the content your followers share, their engagement patterns, and the topics they engage with and discuss. Social media activity is an indicator of your customers’ personality types.
Analyzing customer social media interactions, feedback, ratings, and reviews can also provide insights into what they value and what motivates them.
You can also conduct one-on-one interviews or focus groups with the types of people with whom you’re trying to do business. Ask open-ended questions and encourage participants to share information about their values and what motivates them, especially as these relate to your business.
Categorize Personality Types
The different personality tests use different labels for their personality types and address a varying array of personal characteristics.
No matter how you gather personality insights about your consumers, you can likely categorize your findings into the following personality types: A, B, C, and D.
Type A
Type A personalities refer to competitive and ambitious individuals with a sense of urgency. They are typically high achievers whose personal and professional success are essential to them. Type A individuals require control and organization.
Type B
Type B people tend to be more relaxed, flexible, and laid-back. They have a lower sense of urgency and tend to have a go-with-the-flow attitude. They have a lesser need for control than Type A individuals. Type B personalities are reflective and contemplative. They value quality time for themselves and to enjoy their relationships. Type Bs are creative, imaginative, and open-minded. They focus on the bigger picture and think outside the box.
Type C
Type C individuals are detail-oriented and analytical and tend to play it safe. They are viewed as logical and practical. Type Cs are reserved and often viewed as introverted or shy. They prefer to think things through before acting. The bottom line is that Type C people are analytical thinkers and problem solvers.
Type D
Type D people often experience negative emotions, such as worry, anxiety, and irritability. They frequently feel helpless and hopeless. This usually results in a lack of motivation. People with Type D personalities often experience difficulty expressing emotions. They typically avoid social situations and interactions. Research shows Type D people have an increased risk of developing mental health conditions like depression and anxiety.
It’s worth noting that there is a lot of overlap between these four personality types and that none fully or perfectly describe a person’s inner life (one is also not inherently better or worse than another). People’s personalities are also subject to change over time. Still, having a basic understanding of A-D personality types can help you segment your marketing efforts.
How to Leverage Personality Types in Marketing
Using personality types in your marketing requires a nuanced approach to developing your strategies, tactics, content, and campaigns. That’s because you must adjust messaging based on the personality type. For instance, you may develop content focusing on achievement and excellence for Type As, while material for Type D people may be about reducing anxiety and finding security. Type B individuals are more likely to respond to reflective and contemplative content, while Type Cs might prefer a visual packed with numbers and data.
Don’t limit your organization’s focus on personalities to marketing. Extend it to sales, as well. Equip salespeople with the knowledge to recognize cues indicating the buyer’s personality type so they can tailor their sales approach accordingly.
Personality in Marketing: The Bottom Line
By understanding the personality types of the people you are targeting along with their demographic characteristics, you can craft better marketing strategies, campaigns, and messaging that align with how they think and feel. While personality isn’t the only factor you should consider in your marketing, it can be a valuable addition to what you are already doing.
