The world may be becoming more homogenised due to the globalisation of just about everything but the Internet has also made us all expect a more personalised service.

As marketers our messages are becoming increasingly ignored. We not only need our prospects permission, we need their attention and we need to be relevant. In this new Social Media age people expect a more personal service than ever before.

People all have unique personalities but marketers are forced to assume that everyone has the same personality so that we don't offend anyone. Yet our individual personalities affect every decision we make. It affects what buy and what we don't. It affects what we like and what we don't. It affects how we like to communicate. Ignore someone's personality and you are effectively ignoring the individual.

Knowing 'who' someone means you can adjust your approach to suit. The solution for marketing creatives is to include personality into the marketing mix.

Psychegraphics can help you to do just that;

- You can create a huge list (link to list builders page here) of prospects sorted by personality and which you can sort by personality 'Type'.

- Communicate according to personality

- Appeal to the natural motivators of each personality type

- Avoid shooting yourself in the foot with each personality type

- Create marketing materials and copy for four quadrant behaviour.

- Increasing click through rates (CTR) and increasing the success rate of each campaign.

By adopting Psychegraphics you can offer an entirely new and high value service to your clients;

- Advertisers get to know more about their site’s visitors and can predict their behaviour enabling you to design and target their campaigns and ads more effectively.

- The widget report supplied to consumers can be customised by choosing from a library of existing personality topics or you and the client can work with Psychegraphics to create your own.

- Each personality report can be peppered with information about an advertiser’s product, special offers and calls to action.

- Advertisers can have several tailor made adverts and sales messages prepared, which are "in tune" with each consumer’s personality profile - increasing the click through and sales conversion rates by giving the consumer more of what they want.

- Being able to accurately identify the predominant psychometric profile of a company’s customer base could impact on a company’s branding, product development and strategic positioning decisions, particularly for those keen to maintain customer loyalty and retention.

As an example of Psychegraphics in practise; George, David, Paul and John are the same age, have similar income and family size. They are all employed, have a degree and they also all live on the same street.

Current advertising demographics would not be able to differentiate between them, yet they are all unique individuals in Psychegraphics terms. Using the sales messages for a Mercedes car as an example;

George is located in the South West quadrant of the Psychegraphics map. To persuade George to buy the car the advert must talk about its safety features, how safe his family will be, reassure him that many other people have bought this car and let him know his friends will be pleased for him and that he will not be alienated from them.

David is located in the South East quadrant. His advert must talk about the excitement of driving it; about its acceleration and its top speed; point out the low profile tyres and that it comes in red; explain that they will be one of the first people to own this car; even apologise for the fact that their friends and colleagues will be insanely jealous.

Give either of these people the wrong messages and you will undermine your sales effort.