As marketers, we spend our time each week attempting to reach people with our offering. But are we truly communicating the message to everyone who visits our landing page?

In an astute observation of the inner workings of the human mind, Dr. Carl G. Jung identified a number of fundamental differences in the way individuals prefer to function. Some individuals are outgoing and relational (extraverts), others are quiet and introspective (introverts). Some prefer to receive information that they can taste, touch, feel, see and hear (sensors), others prefer to concentrate on the possibilities (intuitives). Some value inductive and logical decisions (thinkers), while others elevate how decisions impact others as more important than the decisions themselves (feelers). Isabel Myers and Katharine Briggs, studying Carl Jung’s work, added another pair of preferences. Some like to structure their lives in an orderly manner (judgers), while other prefer to live a spontaneous life style (perceivers).

How can we use these observations to help us communicate our sales message to all people? What are the keys to effectively selling to the various psychological preferences?

Communicating with the Extravert:
- Use personal experiences as examples. Tell them a story.
- Emphasize what the important benefits of the product are.
- Give them the opportunity to interact with your offer. Have them fill out a form or complete a short survey.
- Encourage them that they are making the right choice – that this product is the solution to their problem or need.
- Ask for a decision at the close of the sales pitch.

Communicating with the Introvert:
- Explain what you are going to cover at the beginning of your sales pitch and review what you have covered at the end.
- Ask thought provoking questions at the opening of your sales pitch to allow the introvert time to process during the presentation.
- Never promise to cover something in your sales pitch and neglect to fulfill your promise.
- Give them something to ponder at the end of your pitch.

Communicating with the Sensor:
- Explain the meaning of complex terms in simple, concrete terms.
- Give precise steps of action for them to take in response to the pitch.

Communicating with the Intuitive:
- Speak in general terms before you move to specifics.
- Talk about the possible choices one could make and show why your product is the best.
- Use riddles or “what if” questions to capture their imagination.

Communicating with the Thinker:
- Use a presentation that follows a logical flow of thought.
- Teach them something new about the niche.
- Clarify your main points.
- Use alliteration whenever possible.
- Give them the bottom line, the reason for purchasing your product.

Communicating with the Feeler:
- Use relational words in your pitch.
- Let them understand how other people will be impacted by their decision to purchase your product.

Communicating with a Judger:
- Carefully structure your sales pitch to keep it concise and to the point.
- Show how when they purchase your product it will make their life more efficient or save them time.

Communicating with a Perceiver:
- Be creative in the delivery of your sales pitch.
- Use tasteful humor in your presentation.
- Give them information in small doses.

Sometimes we forget that we are not selling a product, but solving a problem. Be sure to include everyone in your sales presentation. You will see a difference in your bottom line.

Dr. Gary Jung is a trained pastor, counselor and educator. His website FreemiumClub.com is an example of how the Freemium Business Model can be incorporated as an online marketing strategy.

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