In Association with Small World

Communications & Marketing…..

Character Profile Marketing

Written By; Kelty Stapleton le;ty@live.ca

1
 Table Of Contents
Chapter 1- What is Character Profile Marketing, Anyways?
A Brief Introduction to Character Profile Marketing.

Page 3

Chapter 2- What is Personality Profiling?

A Brief Introduction to Personality Profiling?

Page 5

Chapter 3- What is the D.I.S.C Personality Profiling?

An Introduction to the D.I.S.C Personality Template

Page 6

Chapter 4- The Myers-Briggs Type Indicator?

An Introduction to the M.B.T.I.

A Brief Breakdown of what each letter represents

A link to take the M.B.T.I Questionnaire itself.

Page 18

Chapter 5-Introducing...Character Profile

Marketing(One)
How the D.I.S.C. Personality Profile & Marketing Emerge

Page 21

Chapter 6- Character Profile Marketing (Two)

How the Myers Briggs Typology Indicator &Marketing Emerge

Page 25

2
Chapter 7- How Should I Go About Obtaining Data?
Some suggestions about how and where you extract data about the M.B.T.I.
Types

Page 29

Chapter 8- How do I Analyze Data?

Some suggestions on some effective methods to

Page 31

Chapter 9- At The End of The Day...

Conclusion

Page 33

3
Chapter 1: What is Character Profiling Marketing, Anyway?

I am sure that just about everyone reading this is

asking themselves the same question. Something along
the lines of "What is Character Profiling Marketing
(CPM), anyway?" Don't feel out of date with the latest
marketing trend because the reason why you had never
heard about it before because before the release of
this e-book, it didn't exist. Formally, that is.

I love marketing for so many reasons but primarily

because of how this field is all centered around
people, in one way or another, and I find people
fascinating. To define marketing as simply as I could,
I would say something along the lines of "a marketing
strategy or campaign can only be successful when the
end result not only has the consumer part with their
money for a particular service or product, but to keep
them coming back". In those words, marketing sounds so
simple and even shady but really it is neither.
Marketing in an effective manner is far from simple
and unsuccessful if not done in an ethical, fair manner
in which it is a win-win scenario for each party
involved.

Given myself proclaiming interest in people in

general,it really was no surprise no myself or anyone
else when I started developing an interest in the
different personality types and all that you can learn
about an individual just by knowing their personality
type. Once I really had my types down good, I cannot
imagine how many times I must have subconsciously used
them, on both a professional and personal basis.

4
 When I started seriously beginning to think about
my first e-book I was torn between the two subjects. I
wanted to write about marketing, but I also wanted to
write about personality profiling. As I researched
through other e-books that had been written for
inspiration it occurred to me that although there may
have been e-books written that may have been somewhat
similar, there was nothing particularly close to what I
had already outlined in my mind. As I sat down to do an
actual outline it really seems to come together easily
between the information I already knew along with some
interesting information I found.

So, when the last word was typed this e-book, which
turned out pretty darn great if you ask me, all was
missing was a title and this introduction. I have gone
through many various titles, all meaning the same
thing, throughout writing this so I will have to trust
that the titled you are reading is the best one I could
come up with. With that,

Let`s Begin...

5
 Chapter 2 What Is Personality Profiling?
Personality Profiling, or how we will be familiar
with it throughout this particular e-book occurs when
a variety of different character traits, feelings,
emotions and such is extracted from some form of tool,
usually through a questionnaire asking only yes or no.
Although there are several personality assessment
tools out there the two we are going to focus on will
be the Myers-Briggs Personality Type Indicator and the
D.I.S.C. Template.
Before continuing on, we are going to take some
time to read a little about both personality
assessments. Once you have acquired a better
understanding of both profiling tools we will be ready
to dive into their relationship to marketing.

6
 Chapter 3: The D.I.S.C Personality Profile

(This is an article I wrote a couple of years ago. While I was

researching, I came across it and when I read it over, I thought
I had done a good job explaining this template and decided to
use this article)

I was about twenty one or so when an employer I was

working for at that time, knowing that I loved to read,
gave me a book called "Positive Personality Profiles",
by a very intelligent (and humorous) man by the name of
Dr. Robert Rohm. Halfway through the first chapter, I
was engulfed and almost the entire book in one evening.
When I finished, I flipped back to the first page and
read it all over again. By reading that book, I was
given an amazing gift; a gift that has proven, and I am
confident will continue to prove, to be an amazing
asset in my life, in all areas of my life both
professionally and personally. Knowledge really is
power and the knowledge I obtained from reading this
particular book has given me the power to relate to
people according to who they are, based on their
personality type.
People are like snowflakes as in there are no two
people that are exactly alike and we all have our own
different personality. Before I begin, I just want to
make it clear that I am not trying to argue that each
individual personality is going to be pigeon holed into
one of the four main personality types. However, most
people show the majority of their personality traits
within one of the four groups. Although there are many
different personality templates, they are all basically
the same. For this article, I am going to be using what
is called the D.I.S.C. template because not only is it
the one I am the most familiar with, it is in my
opinion, the most simple yet the most effective one.

7
 Personalities are divided into four main groups and
each letter in D.I.S.C. represents one of the four
types. The main reason why I find this template the
easiest to remember is simple; each letter,
representing the type, is also the first letter in a
lot of the main traits. I will get back to this in just
a moment, but I would just like to take a quick
opportunity to give a very brief history of the
D.I.S.C. template because I feel as though it gives the
template more credibility.

I was surprised when I did a little more research

on the D.I.S.C. template and found out that it has been
around for a little over 90 years. I figured that it
was something that was probably assembled in the late
eighties or so, and became trendy in the early nineties
or so. In fact, back in 1928 a very interesting and
intelligent man by the name of Dr. William Moulton
Marston who had received a PhD in the newly developing
field at that time of Psychology published a book
called Emotions of Normal People, which first
elaborated the D.I.S.C. theory. For anyone who is
interested, Dr. William Moulton Marston made a lot of
contributions to not only the science of Psychology and
is definitely a man worth learning more about. Just a
little tidbit... He is also the creator of "Wonder
Woman"... Yes, the Wonder Woman that we all know and
love. He was also an inventor who had a lot to do with
the polygraph machines that we still use today.
First I am going to introduce the four types along
with some brief information about each.

8
 The "D-Type" Personality
(Dominant, Direct, Doer, Determined, Decisive, Driver)
The "D-Type" tend to focus on goals rather than
people. They are most comfortable with being in charge
and take great pride in getting things done. They set
high expectations for not only themselves but the
people around them. They like to make decisions quickly
and get annoyed when they feel as though there time is
being wasted. They tend to be misunderstood a lot of
the time and come across as being aggressive and mean,
which more times than not is unintentional it's just
they are blunt and "tell it like it is". Also, although
they tend to anger quickly, they more often than not,
get over it just as quickly. They are energized by
fast-paced, results oriented environments. They also
love a challenge and thrive on chances to advance. The
great thing about a "D-Type" is that they get things
done either on their own or as a group leader. They are
bold, adventurous and not afraid to confront someone,
that they feel, is not meeting their expectations.
However, their downfalls are they are easily angered,

9
tend to blow up and can be very hypocytical and
demanding, often exploding when they don't get their
own way.
The following are several ways in which you'll be
able to recognize a "D-Type":

-They tend to be extroverted, active and they always

seem to be in a rush.
-They like to take charge, especially in situations
like meetings. It is important to them that they set
the rules and agenda and that other's follow it.
-They are usually loud speakers and often interrupt
others. However, they do not like to be interrupted
themselves.
-When conversing with others, they are usually blunt
and straight to the point.
-They are often aggressive, impatient and blunt.

The I-Type Personality

(Influential, Inspiring, Interesting, Impressive,
Interacting)
The "I-Type" is charming, outgoing and optimistic.
They are focused on people rather than tasks, which is
a strength, as well as a weakness. They are considered
a "people person" and usually well liked by others.
They enjoy telling stories; however they often tend to
exaggerate. They thrive on meeting new people,
networking and because they often see the "big picture"
is very inspirational people. However, the "I-Type"
more often than not, doesn't like to play by the rules
and being as they are not into details are often
scattered. They are energized by people and at the same
time people are energized by them. The great thing
about the "I-Type" is they are often very enthusiastic
10
and creative and have the ability to inspire others to
be the same. They have the ability to see the best in
other people and help them to see the best in
themselves. However, their downfalls are they often
tend to talk their way out of trouble, so to speak, and
are much disorganized. They also have a hard time
following through with projects because they are so
easily distracted. They rarely finish what they start
and are often very superficial. They are energized by
being in the spotlight and tackling new projects. Also,
they thrive on initiating change and inspiring others
to do the same. That being said, they lose their energy
by being around negative people, working alone,
deadlines and being criticized in public.
The following are several ways in which you can
recognize an "I-Type":

-They are friendly, extroverted people and are usually

very charming.
-They like to make formal meetings and things such as
into social gatherings.
-Usually they speak with animation by using hand
gestures and facial expressions.
- They enjoy telling stories, laughing and making
people laugh.
-Because they enjoy working with people they like to
include others in their own projects.

AThe "S-Type" Personality

(Steady, Submissive, Supportive, Shy, Sweet)
The "S-Type" is very loyal, friendly and
sympathetic. They are great listeners and their main
goal is usually to help other people. They are very

11
nurturing, often respecting the way things have always
been done and don't like change. They thrive on
stability and creating a stable environment for those
around them. In fact, they are often working very hard
and behind the scenes for the purposes of creating a
harmonious background for themselves and those they
love. The "S-Type" thrives on taking care of other
people, and cooperating with other people, both
personally and professionally. They are able to work at
their best within small groups of people in which
closer, more personal relationships can be formed.
Stability is also extremely important to the includes
consistent, clearly defined expectations and rules. An
"S-Type" does not like to make sudden decisions or to
be the one that has to implement changes. Again, they
are hard workers, and they do not like to see other
people get the credit for their hard work, however,
more than likely would not "speak up" if a situation
such as that were to arise. It means a lot that they
are recognized for their loyalty as well as being
judged accurately. They often have few close
relationships, however, those they have the "S-Type"
keeps very close to their heart and make a strong
effort on their behalf.
The following are several ways in which you can
recognize an "S-Type"
-They have a tendency to be quiet and casual. They do
not like to outwardly show their emotions in front of
people they don't know well.
-They usually like to encourage other people to talk
about themselves and are excellent listeners. In turn,
they don't talk about themselves very often.
-They prefer to follow, not to lead and usually talk at
a slow, relaxed pace.

12
 The C-Type Personality Profile

(Cautious, Conscientious, Compliant, Correct,

Concerned, Contemplative)
The "C-Type" are very concerned with accuracy as
well as quality. They are what I like to call "fact
finders" because before making a decision, they tend to
research every aspect of a situation before coming to a
decision, including what could possibly go wrong. They
tend to have a reputation for being logical and a
perfectionist. They set high standards for other people
and especially for themselves. They prefer to work
alone and are sticklers for details. The "C-Type"
thrives on having the information and data, more often
than not, to prove they are right. They love being
recognized and rewarded for specific things they have
achieved, and are best dealt with at an easy,
businesslike manner. A "C-Type" cannot stand being
rushed, feeling much more comfortable with adequate
time to formulate a plan including every aspect from
beginning right through the end. They detest criticism
from people who do not have the facts to base their
opinion as well as any situation that lacks order or
regulations. Not only do they not respond well to
sudden abrupt change, they cannot stand any situation
in which they do not have sufficient time to think it
through. A "C-Type" person can very often be very
closed minded to the ways that other people think,
work, communicate and just plain out live their lives.
Often they can come across as cold, not because they
lack emotion, but because like the "D-Type" they are
more focused on tasks rather than people. Although, a
lot of the time, they tend to develop few close
relationships, the relationships they do have are very
important to them, and they are very loyal.
The following are several ways in which you can
recognize a "C-Type":

13
-They rarely speak up at meetings and prefer to go off
alone in order to collect information.
-Their offices and/or living spaces are often very
neat.
-They usually speak slowly and matter-of-factly and try
to avoid mistakes.
-They tend to be formal, direct and quiet.
So, there they are. The four basic personality
types. If you were unsure what I meant earlier when I
wrote about this particular template, in my opinion,
was easier than others to remember because the main
traits of each start with the same letter of their
type.
By now, even with just that little information given,
you have a pretty good idea which type you fall into.
Again, most people show characteristics from all four,
however more often than not, one type shows more
personal traits than the others. Which one are you? I
bet you probably even have a pretty good idea where the
people closest to you would lie. Just for fun.... Grab
a pen and a piece of paper and write down the name of
anyone and everyone you can think of. Family, friends,
co-workers.. Anyone. When you’re done, go down the list
and put the D.I.S.C. type, in your opinion, that person
would fall. Even with just that tiny amount of
information that you just read about each type, your
list is probably pretty accurate. Just by the words
written on these pages, which type do you think I am?
I'll tell you at the end of the article.... You'll
probably be right.
This is probably around the time where most people
reading this article (especially the C-Types) is
probably thinking something along the lines of, "That's
neat and all but how exactly is this going to help me
relate to other's?" The answer to that goes all the way

14
back to one of my initial statements; more times than
not, it is not what we say as much as how we say it.
The only way to know the correct way of relating to
another person is by first educating ourselves about
each personality type, and like just about everything
else in life, practice makes perfect. The more we not
only educate ourselves about the types and their traits
but apply them to our day to day interactions, the more
natural it becomes. The methods that we can apply when
relating to the four different types is, in my opinion,
the most significant because it is then that our
relationships with the people in our lives, on both a
personal and professional level, change drastically for
the better.
I can't stress enough how important it is when
dealing with a "D-Type" to be straight to the point and
direct. They hate gossip and chit chat. They are
extremely annoyed when they feel as though there time
is being wasted so the most effective way is to make
sure that does not happen is to be prepared ahead of
time, no matter what the scenario may be. When at all
possible, make them feel as though they are in charge
of making a decision and that it is their opinion that
matters most. Although they can often be aggressive,
being meek or backing down is not the most effective
way to counteract. Listen to their point of view before
giving yours, for they hate to be interrupted. It's
okay to disagree, and more often than not, a "D-Type"
will respect your opinion and respect you for
expressing it. Showing intimidation, which is probably
natural because "D-Types" can often be intimidating,
gives them the impression that you are a weak person
that is just going to waste their time.
The "I-Type" loves conversation and chit chat. Your
best way of relating with them is to be friendly and
conversational. If you’re dealing with a more formal
scenario, you should still converse a little and be as
friendly as possible before getting down to business.
Your best bet isn't to take over a conversation or to

15
bore them with details. Ask them a lot of questions
about themselves or something they are interested in.
Out of the four, the "I-Type" is by far the most
"people oriented" so quite simply, the friendlier you
can be, the better. You'll probably find when relating
to an "I-Type" personality type, you'll get the best
results when you can help them find the best way to use
their verbal skills as well as make them feel included.
The "S-Type" is often very shy and the best way to
initially relate to them would be in a very friendly
and positive manner when initiating conversation. Being
as they spend so much time nurturing others, I have
found personally, a great way to relate with an "S-
Type" is to ask them questions about themselves and how
they are doing. Try speaking at a nice and relaxed pace
and talk with them as often as you can. Being as they
are great listeners, in scenarios in which the "S-Type"
is a close person in your life, talk with them openly,
honestly and ask for advice. It will always work at its
best with an "S-Type" when it is a situation, like
asking one another for advice for example, that is give
and take at equal measures.
The "C-Type", being the "fact finders" they are, want
as many details as possible, so if at all possible,
your best bet is to always do your research before
dealing with a "C-Type". They, like the "D-Type" don't
like chit chat and basically would much rather just get
down to business than waste time with small talk.
Scenarios in which you are working or involved in any
kind of endeavour, you'll get the best results when
they feel as though they are actively involved if not
in charge. Again, I can't stress enough, how important
it is when relating to a "C-Type" that whenever
possible present all the facts and details and ask them
their opinion.
Okay, if you made it this far, than you have it.
The golden ticket. The secret key that unlocks a truly
amazing gift; and this is one of those wonderful gifts

16
that keep on giving. You have the gift of relating to
people, based on who they are as individuals. I
wouldn't blame you for maybe being a little, or a lot,
sceptical or think I am embellishing when I say that
these simple principles will change the way you relate
with the people in your life on a positive level and
therefore will improve the quality of your life
dramatically, on both a personal and professional
level. If you feel as though you would like more
information about the D.I.S.C. personality types and
traits before you feel as though you’re ready to apply
them, there is so much information out there. Obviously
I would recommend the book by Dr. Rohm mentioned
earlier, however even just typing D.I.S.C. personality
types into your search engine, oodles of information is
out there. What do you have to lose by trying it,
right? Can you guess what type I am?

17
 Chapter 4: The Myers-Briggs Personality Type Indicator

The Myers-Briggs Typology Indicator is quite a bit

more complex and dates back all the way to the
beginning of the 1920`s. Although this typology
indicator with questionnaire was created by a mother
daughter team named Katherine Cook Briggs and Isabella
Briggs Myers, the two women based their ideas on a
theory first presented by a very intelligent man by the
name of Carl Jung. In 1921 he published his theories on
personalities called Psychological Types.

The Myers-Briggs Typology Indicator uses a

questionnaire of 72 very basic questions that require
only a yes or no answer. An example of one question on
the test is ``When the phone rings, are you the first
to answer it? `` . The questions themselves don`t go
into allot of depth on an individual basis and a lot of
people that are not familiar with the M.B.T.I. would
probably find it hard to understand the importance of
most of the questions. Each individual answer to each
question makes up a part of your overall personality
type. Whereas most personality questionnaires provide
four different types, the M.B.T.I uses 16 different
types. Upon completion and analyzing one`s
questionnaire, a four word combination, each letter
representing an important aspect of their personality,
indicates which one of the sixteen types a person is.

18
 The Energy simply means the two possible ways in
which one takes in energy. The Extroverted naturally
obtain their energy from other people while an
Introverted person would not. They obtain most of their
energy from within themselves.
The Information means the two different ways in
which human beings in general take in information.
These groups are called Sensing and Intuition.
The Decision is the two different ways in which
human beings make decisions. The two groups are called
Thinking and Feeling. In other words some people make
most of their decision based on their mind and thoughts
(Thinking) while others make these decisions with their
hearts (Feeling).

19
 The last set of personality characteristics in is
Lifestyle. One group of people would fall into the
Judging group, while the other falls into the
Perceiving group.

This colourful graph above me shows all of the 16

Myers-Briggs Personality Types and a very vague
description of the type. I added it just to give you a
better idea about the 16 types.

20
 The following is a link to one of the many Myers-
Briggs Typology Indicator tests that are available on
the web. Although, some may be a little different than
others, but this one is the most accurate one I can
find. Just for fun, take the test. However, before you
take it, look at the information you know already. It`s
not a lot but from what you do know about the different
traits and what you know about yourself, and write down
the type you think you may fall into. Just to see how
close you are.

When taking the M.B.T.I. questionnaire remember

these three things:
1) Answer honestly. This test has no merit if the
answers are not honest.
2) Do not think too much about each question. I found
there were a lot of questions that both possible
answers could have been true. When this happens, answer
with your initial inclination.
3) There are no right or wrong answers so have fun!!

After all the questions are answered, click the Score

it button at the end and within a few moments, one of
the 16 preferences is your M.B.T.I.

http://www.humanmetrics.com/cgi-win/JTypes2.asp

21
 Chapter 5: Introducing…Character Profile Marketing (One)

Now that we have a little more understanding of

these two personality profiling tools, we are able to
move into how this knowledge, when used appropriately,
can defiantly be used as a powerful marketing tool or
strategy. called Character Profile Marketing. We`ll
begin this chapter by taking a quick look at the
D.I.S.C. Template in regards to marketing.

My experiences have shown me that the D.I.S.C

profile has always worked best on an individual, or one
on one basis. Like I had briefly mentioned before, once
you have taken the time to educate yourself about the
four main personality types, you are more times than
not able to classify a person as one of the four upon
moments of a first meeting. Just that alone gives most
marketing professionals an edge from the beginning.
This ability gives us insight into that other human
being that allows us to better communicate and identify
with. Generally, a person is going to feel more
comfortable and friendly when talking with someone he
feels he can identify with. With this, it is only
natural that the more interaction with this person you
have, the more trusting and reliable relationship.
Basically, an ideal professional relationship on both
sides.

Let`s say you are about to meet with one other

person and it is essential to make a good first
impression. Knowing what we know about the four types,
let`s go through the same scenario four times, each
time your meeting with someone from a different
D.I.S.C. personality type. What would be a more
appropriate way to interact with each personality type?
I am going to include another D.I.S.C. template to
refresh our memories.
22
Take a look at this more detailed image. I really love
how you are able to correlate each type with so many
words of the same letter. Let`s Begin...

You are meeting with a D-Type:

Start with a formal introduction. Never call a D-
Type by the first name no matter what the circumstances
are, unless asked otherwise. When shaking hands, shake
a firm shake looking them right in the eyes. Most D-
Types are not into small talk, so moments after
meeting, get down to the point. Always allow them to
dictate the conversation if they want. Even if it means
the odd interruption which is bound to happen. Being
task oriented people; most D-Types are interested
mainly in bottom lines and the quickest most efficient
way to get there. The meeting ends at their discretion.

23
 You are meeting with an I-Type:
This meeting would be very different than the D-
Type meeting. Although it is always important that you
represent yourself as a professional, therefore a
certain amount of professionalism is always necessary.
Introduce yourself as you always do, in a professional
D-Type manner, however chances are an I-Type would
always rather be called by their first name. More often
than not, an I-Type enjoys a little chit chat before
getting down to the gritty. They are people oriented
people so, if you have the time, the more small talk is
usually the better. Of course, business has to be
talked, but it is usually in an informal way. A meeting
with an I-Type, or even worse, two I-Types (which a lot
of people in marketing are... myself included) can
easily end up sounding like a slumber party. However,
as long as the business that needed to get done gets
done, I do not see any harm in it.

Your meeting with an S-Type:

Out of the four types, the S-Type is by far the
most passive and sweet. It is unfortunate that because
of their kind heart, they often are taken advantage of.
They are usually `Yes` people so part of good ethics is
taking this into account when dealing with this type.
This is to ensure they actually want the product or
service and not just agreeing. Upon introduction, be as
soft as you can. Use a soft tone of voice and leave the
flamboyance to a minimum. This type can often be quite
easy to intimidate and of course, you don`t want to do
that. Simply, make them feel as comfortable as possible
around you.

24
 Your meeting with a C-Type:
I like to call the C-Type the `Fact Finder` because
of their love of details. Upon, the formal
introduction, tight handshake and eye contact, they may
engage in a little small talk beforehand, but maybe
not. I have always though you should go into every
meeting with the attitude you would have knowing you
were meeting a C-Type. What I mean by that is, go into
every meeting prepared to answer any question about
every little detail that could possibly asked, like
happens when meeting with C-Types more times than not.
Being task oriented people themselves, they are
interested in bottom lines. However, unlike most D-
Types, they are just as interested in every detail
involved in getting to those bottom lines.

I promise, after a while, determining which of the

four main types a person probably is within moments of
meeting them for the first time becomes a second
nature.

25
Chapter 6: Introducing...Character Profile Marketing (Two)

The Myers-Briggs Type Indicator (M.B.T.I) takes

Character Profile Marketing to a whole other level.
Where I have found the D.I.S.C. personality profile
works great with when meeting with one, maybe two or
three people, where the M.B.T.I seems to really work
its magic on a larger scale.
It is likely that your target market all have
similar personality types. Contained inside with this
is priceless information such as personality traits
they all share, common likes and dislikes, and so on.
Obtaining this information accurately, does require
some work. After deciding your target market, for
example men between the ages of 18 and 36ish, you want
to get as many men between those two ages to take the
M.B.T.I questionnaire as you possibly can. The more you
can manage to acquire, the more accurate your
hypothesis will be, which makes sense, does it not. How
you go about gathering your data as well as how many
results are you planning to get is up to you. First
thing I did was go to my Face book page and sent an
individual message (that was actually the same message
copied and pasted with a different name) to each person
on my friends list that were in part of my target
market, explaining briefly why I wanted the
information, explained that no names would be mentioned
and kindly asked them if they could please do the
questionnaire and let me know the results. I would
entice them a little by a short mention of how
fascinating they will find it! I usually can get quite
a few that way. If you use more than one social network
site, ask the same from each. Anyone in your life,
whether it be at work, at home, wherever. As long as
they are in your target market. How many you get, is
totally in your hands but I do recommend setting a goal
before hand. For example, tell yourself you want to get
120 results within 7 days. If you find you have reached

26
your goal and still have a few days left and you want
to keep going, that`s great, just do not go past seven
days. However, if the seven days has gone by and you
have not hit your goal, there are two ways in which you
can continue. You can either give yourself another set
amount of days to get your goal number. Or, go with
what you got.

As the results start coming in, it is important

they are tracked carefully. Put the name (for you use
only), email address, age and their M.B.T.I type. The
name is for your personal reference. You want to make
sure you are not always asking the same people for one.
Their email addresses could turn out to be helpful in
the future. Their age is not really all that necessary,
and is optional. I like to record ages, personally.
Finally, their M.B.T.I type. As they come rolling in, I
think you will be surprised at a lot of the
similarities a lot of them will share. This seems to be
more and more evident the more details in your target
market.
Once all your answers are in, sort them into piles,
so to speak. For example, put all the INFJ`s into one
pile and all the ENFP`s into another. What we ideally
would like to see here is a substantial amount in one
pile. Having the majority of your results come in as
one specific type, your idea of your target market is
very clear. This happens more often than one would
think and I believe most are surprised the first
several times they perform this marketing strategy how
much of their ideal market falls into the same type. If
this is the case, take a very good look at that
particular type (which we will explore in the next
chapter) as well as the similarities it has will the
remainders. If this is not the case, and majority does
not rule, use the three most popular results and comb
through carefully for the similarities and what can be

27
taken and used towards the greater good of your
marketing strategy overall.

Just For Fun...

Here is an example of a
different template to determine the four main types
described in the D.I.S.C. Personality Profiles. I bet,
just with what you have learned already, you would have
no problem matching the two.

28
 Chapter 7: How Should I Go About Obtaining Data?

Out of all the sites I have looked at on the

internet that I have looked at, and believe you me, I
have looked at a lot, that are directed towards
interpreting the 16 M.B.T.I types. None of them have
even compared to this one:

http://www.personalitypage.com/html/portraits.html

After clicking this link to Personality Pages, you

will find a list of each of the 16 types. Click on the
one you want to research about and this amazing site
will provide an abundance of extremely interesting
information about the particular type. A few examples
of just a little of the information you will find are,
their relationships with the people in their life, both
personally and professionally, things they tend to
value in life and even their interests and what careers
they may be good at. This site also gets into more
detail than any other I can find, in not just the
strengths of a particular type, but their weaknesses as
well. Sometimes more can be learned from another person
when it comes to their weaknesses than their strengths.

It still amazes me the amount of feedback I receive

from people who took the test and read their results
and they were absolutely amazed how similar how
accurate most of it was, even in the smaller details. I
know I was staggered myself, the first time I was
introduced to the M.B.T.I, took my questionnaire and
read my results I could not believe how accurate it was
to my life. When I first came across the Personality
Page site and started reading so many details and
dynamics of my personality that I had never read
29
before, I was completely floored at how much it
resembled my personality on so many levels.
From a marketing perspective, so much of this
information can prove to be extremely valuable.

30
 Chapter 8- How Do I Analyze My Data?

Another thing I love about marketing is there is

room within the field for creativity. This is one of
those times. I have no control over how each of you
will interpret this sort of information. All I can do
is present it, and suggest things that I would
personally extract in terms of marketing. The following
is a link for one of the 16 types. As a matter of fact,
it happens to be mine. ;-). Read it before moving on.

www.personalitypage.com/html/ENFP.html

Now that you’re done reading just this one page you
should have this information:

- Values
-Interests
-A pretty good idea about their transferable and
non-transferable skills.
-Their approach to life
- What they find important
- What and how they are stimulated
-A lot more information as to the best way to
approach this type directly and indirectly.

To have this kind of psychographic data about our

target consumer from the beginning, or as close to the

31
beginning as possible, puts any market strategy at a
huge advantage.
There is absolutely nothing wrong with having
individual meetings with those who share the same
M.B.T.I. personality type. This gives you an
opportunity to some new and interesting insight that
you would not have had otherwise.
If you can arrange a focus group of people in your
ideal target market that all happen to all be the one
out of 16 Myers-Briggs Personality Profiles, that would
be amazing! This task may be easier to some people and
more difficult to others. In my experiences, that
really depended on my individual target market for each
project. If this can not be done, do not sweat it.
However, if it can be arranged, you are bound to have a
very productive 90 minutes with all the new and
different information.

32
 Chapter 9: At the End of The Day....

I have said it from the beginning, and cannot

express enough the importance relationships are to
marketing, regardless of what field you’re in or who
your consumers are, or even their personality type. And
no matter how different we all are, there will always
be a few things that are universal among just about
every single person there is. At the end of the day,
when it is all said and done, we all want to feel as
though we are understood and that any feeling we may
have can be identified with. That we are cared for
without terms. In a nutshell, this whole idea is the
very essence of marketing, I believe.

That being said, human beings are a diverse type of

species and with that come a lot of differences. The
world would be pretty bland otherwise. Taking the time
to learn more about the different personality types is
a real gift every person should give to them self. I am
not going to say you are going to like everyone you
meet, and you are going to all of a sudden agree with
what everyone believes. However, the gift is in the new
found understanding you will have of people. It is also
in your new found tool to communicate with other
people. Remember, it is not what you say, it is how you
say it.

At the end of the day, with this new fast paced

world of ours and all the technology that comes along
with it, relationships are more important than ever in
marketing and I do not believe too many people in the
field would disagree. It is not a hot, new marketing
trend. It is the heart of marketing. Period. Character
Profile Marketing is a tool used for exactly that
purpose. This method does not cost one penny, just the
desire to learn something new, interesting and a

33
lifelong tool that could make all the difference in how
you see other people...an obvious bonus in this field,
or any other. However, this is not just a gift for your
professional life. The real gift is the enrichment of
enhanced relationships with all the people in our
lives, providing you with a better quality of life. Not
just an amazing new marketing tool.

34
Thank You…
I would like to thank the following websites for their informative
information and images.

www.managesmarter.com

www.best-career-match.com

www.cocs.com

www.spacecolony.com

And a very special thank you to one of my all time favourite web site
of all time www.personalitypage.com . I have yet to find a site like it when it
comes to interpretation the Myers-Briggs Typology Indicator.

Also…. A very special thank you to Small World

Communications & Marketing!!
And I could never forget to thank..

Elton Kuah

Roger Loh

Roger Briere

& Nestor Baranyk.

Any feedback would be appreciated. I would love to hear back from anyone
who enjoyed it or didn’t. Oh, By the way, I am an I-Type… ;-)

Please feel free to contact my personal email at kelty@live.ca . Or

contact me on Facebook.

35