Global business expert Erik Vermeulen presented on Social Styles and how they affect responses to your website copy at Iran's Internet Marketing Strategies conference. January 2012. Contact Erik on erik@erikvermeulen.com for further details.
6. The Human Ice-berg Principle
When assessing people,
or trying to understand
them we can only base
our assessment on what
we can see.
BEHAVIOUR
7. Human Behaviour
Behaviour is Consistent
Behaviour is Symbolic
Behaviour is based on Reward
Behaviour is Comfortable
Behaviour wants to Avoid Pain
Behaviour leads to Pleasure
8. Human Behaviour: Case Studies
•Taking back a Faulty Appliance
•The Phone Call
•The Exco
9. Human Behaviour
2 Aspects of Behaviour
POWER MOTION
Dominant / Easy-Going Spontaneous / Self-Controlled
10. Human Behaviour: 4 Styles
Aggressive Passive
Decisive Indecisive
Arrogant Humble
Direct Indirect
Easy-Going
Tense Relaxed
Dominan
Argue Discuss
Loud Quiet
t
Confident Shy
Talks Listens
Challenges Accepts
Tells Asks
13. General Behaviour
Expressive Amiable
•Open, Gregarious, Friendly •Friendly, laid back
•Dramatic & Exaggerates •People’s person
•Creative •Caring, concern for others
•Lacks implementation •Little concept of time
•Good persuader •Good crisis managers
•Cold, distant, aloof •Quiet, shy
•Few words •Slow to act
•To-the-point •Graduated wit
•Selective with relationships •Careful, avoids risks
•Calculating
Driver Analytical
14. Motivation
Expressive Amiable
•Getting things done •Building relationships
•Bored easily •Nurturing and caring
•Cheerleader •Loyalty
•Financial Incentives •Loves small-talk
•Enthusiastic & Spontaneous •Avoids personal risk
•The bottom-line •Facts & information
•Get results •Getting it right
•Doesn’t trust “theory” •Showing how smart they are
•Autocratic •Thoroughness
•Power •Perfectionism
Driver Analytical
15. Decision-making
Expressive Amiable
•Impulsive •Will let others make decisions
•Lacks planning •Easy-going
•“Seat of the Pants” Attitude •Leaves it till last minute
•Gut Feel •Changes mind to suit others
•Firm and quick •Slow & careful
•Loves making decisions •Collects too much info
•Often above their authority •Tends to get bogged down
•Even if it’s wrong •Great attention to detail
Driver Analytical
16. Want from other people...
Expressive Amiable
•Energy & Enthusiasm •To be friendly
•Get to the point quickly •Spend time to know them
•Entertaining & Cheerful •Be personable
•Expression & compliments •Laid-back attitude
•Little detail – big picture •Caring
•Get to the point •Calm and controlled
•No “frilly” stuff •Attention to detail
•Meet commitments •Lots of info
•Deliver results •Time to make decisions
Driver Analytical
17. Social Styles and Advertising
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