Forget The Numbers, Let’s Talk About Your Audience

Did you know that most people fall into four personality types and you can tailor your message based on their lifestyle and how they communicate?

Think about it this way, when giving a business pitch at an industry conference, where the room is filled with like-minded individuals, you can speak in a way that is universally understood. Now imagine giving that same pitch to a customer who is not familiar with your field of work—would you speak to them in the same way? Probably not. The same idea applies when crafting your marketing materials. It’s not just what you say; it’s how you say it as well.

The name of the game is DISC.

Now you’re probably sitting there trying to decipher this acronym. Have no fear, Sneeze It is here to guide you!

Here’s a quick way to remember which is which:





The “D” personality is synonymous with dominance. When approaching a high “D” person, use language that is venturesome, decisive, direct, and assertive.

An “I” personality like to have fun! Use exclamation points to sound friendly, communicative, positive, and charismatic!

S” personalities are more level-headed and serene. They are patient and good listeners. When communicating with this group, you want to ensure safety while coming across as soft-tempered, deliberate, kind, and easy going.

The “C” personality wants the facts and only the facts. These are the skeptics who resonate with messages that are diplomatic, logical, precise, and conventional.

Now that you have a brief understanding of the four buckets most people fall into, you’re probably wondering, “How can I even use this in my advertising plans?” Remember when we said that it’s not about what you say, but how you say it? It is all about how you speak to your customer and tailoring your message to sound like something they’d want to hear.

Approach your audience using the following words based on what you feel their personality is:

DISC Words

Remember, one size does not fit all!