I think the best marketing campaign is one that fits with your personality and style. This doesn’t mean you have to be an extrovert to have a successful practice. Many introverts have successful businesses. But I think you have to design your marketing campaign around things you are comfortable doing and within your skill set.

What are Personality Traits?

Research in psychology has discovered the Big 5 Personality Traits based on the Five Factor Model (FFM) of personality. (Jason Rentfrow, 2009) The Big 5 Personality Traits are Extraversion, Agreeableness, Conscientiousness, Emotional Stability and Intellect. They are not personality types but traits of personality. Your personality is based on all 5 traits and depends on whether you are high or low in each trait. Determining your personality type can help you find marketing techniques that work well with the kind of personality you have.

What are the Big 5 Personality Traits?

  • Extraversion (your level of sociability and enthusiasm)
  • Agreeableness (your level of friendliness and kindness)
  • Conscientiousness (your level of organization and work ethic)
  • Emotional Stability (your level of calmness and tranquility)
  • Intellect (your level of creativity and curiosity) (Jason Rentfrow, 2009)

What do the 5 Personality Traits Mean?

Extraversion – This personality trait is based on a person’s preference for social situations and how they behave in social situations. A person who is high in this trait is social and often likes to be in the company of others. They get energy from being around people and like to be the center of attention. People who are low in this trait are called Introverts. Introverts are less social and more reserved. They don’t like to be the center of attention and get more energy from their inner world than from the external world.

Agreeableness – This personality trait is based on how friendly and altruistic a person is. A person who is high in this personality trait likes helping others. They are more trusting, affectionate and cooperative. People who are low in this trait tend to be less trusting, more aggressive and less cooperative than others.

Conscientiousness – This personality trait shows how hard a person works toward their goals and how organized they are. A person high in this trait is methodical, organized and dependable. People who are low in this trait are less focused and get easily distracted from tasks.

Emotional Stability – This personality trait shows a tendency to have more negative thoughts and feelings. A person high in this trait is more prone to distress and insecurity. People who are low in this trait are more relaxed and calm, less emotional and have less distress.

Intellect – This personality trait shows how open-minded, curious and interested in art, education and culture a person is. A person high in this trait is imaginative and creative. They are interested in artistic, cultural and educational experiences. People who are low in this trait tend to be down to earth, less interested in art and more practical.

Find a Marketing Campaign to fit your Personality

While you sometimes have to step outside your comfort zone and try new things to run a business, I think some types of marketing will just work better for people with different personality traits. Everyone has different skill sets. Some skill sets are based on your personality traits. If a skill is based on your personality traits, then it can affect what type of marketing you will be better prepared to execute.

For example, social skills can have a big impact on what type of marketing you will be better at. An extrovert is more likely to excel at marketing that requires social skills. Someone who is detailed oriented will be better with marketing campaigns that require planning, organizing and other detail oriented tasks.

Look at the following chart to determine what you are more likely to be better at according to your personality traits. This chart is not a guarantee that you will be good in the corresponding skill but you are more likely to excel in skills related to your personality traits. It makes sense that someone who is outgoing and social ( an extrovert) will enjoy marketing directly to people more than someone who is an Introvert.

People with a high-level of: Do better with:
Extraversion (your level of sociability and enthusiasm) Direct marketing and networking (good in social situations)
Agreeableness (your level of friendliness and kindness) Phone and direct marketing (good with people)
Conscientiousness (your level of organization and work ethic) Website marketing and blogging (good at working independently and staying on task)
Emotional Stability (your level of calmness and tranquility) Direct marketing and directory marketing (have patience)
Intellect (your level of creativity and curiosity) Newspaper ads and social media marketing (are creative)

 

People with a low-level of: Do better with:
Extraversion (your level of sociability and enthusiasm) Website marketing and blogging (less social)
Agreeableness (your level of friendliness and kindness) Directory marketing and newspaper ads (less social)
Conscientiousness (your level of organization and work ethic) Direct and phone marketing (needs less focus)
Emotional Stability (your level of calmness and tranquility) Newspaper ads and social media marketing (less pressure and can work at their own pace)
Intellect (your level of creativity and curiosity) Phone marketing and directory marketing (less creativity)

See 35 Steps to Private Practice – Step 30: Start a Local Marketing Campaign and Step 31: Start an Online Marketing Campaign to learn how to use these types of marketing campaigns in your practice.

Jason Rentfrow, P. (2009). The Big 5 Model of Personality. Retrieved from PsychCentral:
http://psychcentral.com/blog/archives/2009/11/10/the-big-5-model-of-personality/ of-personality/