This document discusses how to write persuasive copy by leveraging an audience's personality traits. It begins with a quiz to determine if the reader is high or low in openness, conscientiousness, extraversion, agreeableness, or emotional stability. Each trait is then defined in terms of its associated characteristics. The document suggests tailoring persuasive messages to appeal to different combinations of these traits in order to increase impact. It aims to teach the importance of understanding one's target audience at a personal level when crafting persuasive communications.

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5
BIGHOW
TO
USE
THE
to write persuasive copy

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Persuasion rests on how much
we trust & like the source

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HOMOPHILY
“Love of the same”
Our tendency to associate and
bond with similar others
“ ”

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HOMOPHILY
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
A homophilous source is more
likely to be perceived as credible,
trustworthy, and reliable…

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HOMOPHILY
…The effectiveness of
communication from a homophilous
source may be greater
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”

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To leverage homophily, you have to
understand & mirror your audience

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PERSONALITY
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Adapting persuasive messages to the
personality traits… can be an effective
way of increasing the messages’ impact
“ ”

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So how do you do it?

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Let’s start with a quiz…

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1
DO YOU HAVE…

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1
A high degree of
intellectual curiosity,
creativity and a
preference for novelty
and variety?
DO YOU HAVE…

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1 OPEN

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HIGH
OPENNESS

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HIGH
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous

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HIGH LOW
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous

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HIGH LOW
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous
Traditional
Conventional
Conservative
Inflexible
Authoritarian

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2
ARE YOU…

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2
Organised, dependable
and self-disciplined? Do
you prefer to plan and
aim for achievement?
ARE YOU…

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2 CONSCIENTIOUS

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CONSCIENTIOUSNESS
HIGH

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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
HIGH

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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
HIGH LOW

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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
Unambitious
Disorganised
Prefers chaos
Frivolous
Impulsive
HIGH LOW

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3
ARE YOU…

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3
Energetic, positive,
assertive & sociable?
Do you tend to seek
stimulation in the
company of others?
ARE YOU…

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3 EXTRAVERT

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EXTRAVERSION
HIGH

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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
HIGH

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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
HIGH LOW

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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
Reserved
Thoughtful
Silent
Gets absorbed
Fantasy-prone
HIGH LOW

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4
DO YOU HAVE…

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4
The tendency to be
compassionate and
cooperative rather than
suspicious or antagonistic
towards others?
DO YOU HAVE…

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4 AGREEABLE

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AGREEABLENESS
HIGH

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AGREEABLENESS
HIGH
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive

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AGREEABLENESS
HIGH LOW
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive

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AGREEABLENESS
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive
Cynical
Competitive
Agressive
Individualistic
Ruthless
HIGH LOW

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5
DO YOU HAVE…

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5
The tendency to
experience unpleasant
emotions easily, such as
anger, anxiety, depression,
and vulnerability?
DO YOU HAVE…

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5 EMOTIONAL
STABILITY

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EMOTIONAL STABILITY
HIGH

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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
HIGH

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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
HIGH LOW

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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
Anxious
Hostile
Feels vulnerable
Self-conscious
Dysphoric
HIGH LOW

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Let’s put it into practice

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Who does this appeal to?

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EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention

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What about these?

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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creativity

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Which trait are these products targeting?

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LOW EMOTIONAL STABILITY
Safety
Anxiety
Uncertainty
Security
Protection

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What about these listings?

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AGREEABLENESS
We / our
Friends & family
Communal goals
Home life
Numbers

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CONSCIENTIOUSNESS
Goals
Efficiency
Sense of duty
Achievement
Guilt

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Specific words engage specific traits

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To design a personality-specific
campaign, you need to understand the
motivations behind each trait

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Low E.S.

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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Low E.S. Safety & security

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To get you started…

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TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
5. Computerised text analysis: liwc.wpengine.com

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THANK YOU!
@NathalieNahai
NathalieNahai.com

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REFERENCES
1. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.
International journal of Advertising, 30(1), 47-75.
2. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
3. Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI)
Professional Manual. Odessa, FL: Psychological Assessment Resources.
4. http://www.capitalfm.com/music-news/pokemon-london-boat-trip/
5. http://www.degreedeodorant.com/products/variant/911560/extra-fresh
6. https://mixpanel.com/
7. https://www.nivea.co.uk/shop/search?q=stress%20protect
8. Commitment to Care (2016) https://www.youtube.com/watch?v=5_Z_hmG0hZs