In the past few months, I’ve become obsessed with Social Media Marketing. It’s very much like direct marketing (direct mail), but very different, too. I squeezed my brain trying to pinpoint the essence of the difference. This is important because until you get a handle on the psychological differences, you can’t be effective.

Here’s what I’ve discovered:

1. SMM is a totally different philosophy. It focuses on building relationships, not just buyers. This relationship-building process turns out to be the same one we describe in two of our books: Axis of Influence and the 5 Levels of Rapport.

2. Unlike every other marketing medium, SMM is totally dependent on good, clear writing. No graphics, no photos, no colors. Just good writing.

Question: what do you see as the differences?

- Michael Lovas

A few months ago, Pam and I were interviewed on two radio shows:

http://www.ducttapemarketing.com/podcast.php?id=P1329

http://www.contacttalkradio.com/hosts/archives/eldontaylor.html 

During the Duct Tape interview, John Jantsch asked a question about using psychology in marketing.  We explained that the easiest way is to segment your target market by professions.  See, each profession attracts people who tend to have the same personality type.

For example, surgeons are cut from the same bolt of cloth.  They are people who want to be (need to be) the king of the mountain.  They want to tell other people what to do.   The must be able to make snap decisions and be right.  They have the Driver personality type.

Now, knowing that, all you’d have to do is appeal to that personality type to reach them more effectively.  If you approached them in any other way, they would filter out your message.

There are three or four different types of doctors.  Half a dozen different types of business people.  Several different types of financial people.  Each one is represented by a personality type, or a combination of personality types.  If you don’t have a solid understanding of personality types, you will completely miss out on this strategic psychological advantage.  So, isn’t it time to improve your knowledge?

Go to our website’s Store page.  That’s where you can find a description of our book Face Values.  It is the best book on the planet to learn about using types in your marketing and selling. 

I’ve been teaching people for years that one of the fastest ways to build your likeability is to match the facial expressions of the person in front of you. Some of those faces indicate that the person is moving from one mind set to another. But, there is a different kind of face that people make. It displays that person’s level of emotional health.

Within the course of a one-minute chat, you should be able to determine someone’s personality type configuration (in order), his weaknesses or insecurities, the extent to which he focuses on building rapport, communication style, level of negativity – and that’s only part of it.
Let’s turn the table on you. After a typical one-minute chat with a stranger, how much information do you know? Is it enough? Or, would you like to be more effective at reading people? I can promise you, if you get better at it, you will raise your level of success!

– Michael Lovas