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WIIFM: Are You Listening?

January 1, 2001

Are you listening? We all do. Every one of us is always tuned into our favorite "radio station" WIIFM, What's In It For Me. Each personality has preferences in how they interact, view the world, and reach decisions. When we design our websites, how do we meet the needs of every type of personality that may visit?

Since the time of Aristotle, we've known that each of the millions of different personalities falls into one of four basic groups: Driver, Amiable, Expressive and Analytical. A major requirement of an effective website is to be able to communicate with each of the four temperaments, so that the prospect can "self serve" the appropriate information that they require to influence their buying decision. We not only have to give people what they want and need, we have to give it to them in the way they want and need it.

Lets take a look at the four basic personality types:

The Driver wants Accomplishment.

These individuals have a deep appreciation for challenges. They enjoy being in control, are goal oriented and are looking for methods for completing tasks. They are usually quick to reach a decision. They want to know WHAT your product or service can do for them to solve their problem.

The Amiable wants Acceptance.

These individuals appreciate the personal touch. They like things that are non-threatening and friendly. They hate dealing with impersonal details and cold hard facts. They are usually quick to reach a decision. They want to know WHY your product or service is best to solve their problem.

The Expressive wants Applause.

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