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.

1. Internet Marketing Strategies, Tehran 2012
Social Styles and Advertising
Presented by Erik Vermeulen.

5. The People
Business
Race
Age
Religion
Gender
Education
Values
Culture
Socio-Economic

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

11. Human Behaviour: 4 Styles
Mobile
Spontaneous
Warm
Friendly
Feelings
Responsive
Jovial
Informal Immobile
Impulsive Cold
Unfriendly
Logic
Unresponsive
Serious
Formal
Self-Controlled Structured

12. Human Behaviour: 4 Styles
Spontaneous
Expressive Amiable
Easy-Going
Dominant
Driver Analytical
Self-Controlled

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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