How about a graphic designer in an advertising agency? The job
requires that the designer come up with new ideas and clever approaches,
work happily on tight deadlines, and socialize with clients.
Did you recognize the Optimist? An Optimist is creative, social, and
works well under pressure. If you’re writing an E-mail to remind the
graphic designer to fill out his or her health benefit update form, you
should use language targeting the Optimist and highlight the benefit of
filling it out promptly and not having to think about it again.
How about a senior executive? The job requires the ability to focus on
the goal of raising shareholder value above all else, quick and confident
decision making, and problem solving.
Did you recognize the Producer? A Producer is goal and bottom-line
oriented, and is motivated by getting things done. If you’re trying to solicit
money for a nonprofit organization from a Producer, for example, it
makes sense to highlight the bottom-line benefit of the nonprofit group.
How about someone working alone in a laboratory evaluating slides
of blood samples and recording the results in a ledger?