Leveraging the Myers-Briggs Framework to Tailor Customer Content

The use of personalisation is a critical one for brands today. As marketing evolves, personalisation has become essential, seen as the key to overcoming low engagement among audiences overwhelmed by information. But what can really help them stay on the page? Do they seek content that aligns perfectly with their already established individual preferences, or can we interest them with new content designed to reflect their behaviours and reading habits?

This is where the challenge lies. Brands can move beyond generic messaging, creating pitches or offerings that break new ground. However, even the most compelling content can fall flat if it doesn’t align with the audience's preferred format, tone, or length. A long-form piece may lose a reader who favours concise messaging, and vice versa.

One powerful tool to navigate this personalisation challenge is the Myers-Briggs Type Indicator (MBTI) Test. This well-known personality assessment can provide deep insights into how different personality types engage with content, helping brands tailor their sales messaging in a way that resonates.

Understanding the Myers-Briggs Type Indicator

The Myers-Briggs Type Indicator categorises individuals into 16 distinct personality types based on four key dimensions:

1. Extraversion (E) vs. Introversion (I): Where individuals direct their energy—outwardly towards people and activities, or inwardly towards thoughts and ideas.
2. Sensing (S) vs. Intuition (N): How people prefer to gather information—through concrete, sensory details or abstract, conceptual ideas.
3. Thinking (T) vs. Feeling (F): How decisions are made—based on logic and objective analysis, or on values and the impact on others.
4. Judging (J) vs. Perceiving (P): How people approach structure in their lives—whether they prefer planning and organisation, or flexibility and spontaneity.

These dimensions combine to create a unique personality profile for each individual.

Tailoring Content to Personality Types

By understanding MBTI profiles, businesses can design content that caters to their target audiences’ content-consumption behaviours and decision-making processes. 

• Structured Content for Judging Types (J)
  Judging types appreciate organisation and clarity. Content presented in a structured format, such as bullet points or numbered lists, allows them to quickly absorb key information. For instance, a product overview could be presented in a concise, well-organised manner, helping these customers make informed decisions with ease.
• Direct Messaging for Thinking Types (T)
  Thinking types value logic and straightforwardness. They prefer content that is clear, factual, and to the point, without unnecessary embellishments. Brands can appeal to these customers by focusing on rational arguments, data-driven insights, and clear, concise messaging.
• Inspirational Content for Leaders (E, J)
  Extraverted and Judging types, who often see themselves as leaders, are drawn to content that speaks to their ambition and drive. Inspirational messages, leadership tips, and actionable strategies resonate with these individuals. For example, a blog series offering leadership advice or practical strategies for success could strongly appeal to this group.
• Visual and Reflective Content for Introverts and Feeling Types (I, F)
  Introverted and Feeling types are often more introspective and may connect better with content that is visually engaging and emotionally resonant. Visual formats such as infographics, mood boards, or reflective narratives can create a deeper connection with these customers. A series of visually rich, emotionally evocative social media posts could be particularly effective in engaging this audience.
• Big-Picture Ideas for Intuitive Types (N)
  Intuitive types prefer content that stimulates their imagination and encourages them to think about broader possibilities. Content that explores future trends, innovative ideas, or complex concepts is likely to engage these individuals. Brands targeting Intuitive types might consider creating in-depth articles, thought leadership pieces, or creative storytelling that appeals to their love for conceptual thinking.

Implementing MBTI Insights in Content Strategy

To effectively incorporate MBTI insights into content strategy, businesses can take several practical steps:

1. Audience Segmentation: Begin by segmenting your audience based on their MBTI profiles. This can be achieved through surveys, quizzes, or analysing engagement data to identify patterns in content consumption.
2. BEST Framework: If you’re already implementing the BEST Framework, you can use MBTI to enhance insights into their characteristics. Here are some examples:

• Buyer Personas (B): Customise your approach to match their cognitive preferences, whether they favour data (INTJ) or relationships (ENFJ).
• End Users (E): Tailor solutions to different MBTI types, such as a practical approach for ISTJs and creative solutions for ENFPs.
• Senior Influencers (S): Align your messaging with their MBTI motivations, like strategic thinking for ENTJs or detailed planning for ISFJs.
• Teammates (T): Use direct communication for ESTPs and empathetic dialogue for INFJs.

3. Persona Development: Develop detailed buyer personas that incorporate MBTI insights and use these personas to guide content creation. For example, content tailored to INFPs (Introverted, Intuitive, Feeling, Perceiving) might focus on emotional resonance and visual appeal.
4. A/B Testing: Experiment with different content formats to see which resonate most with each personality type. A/B testing can help refine your approach and ensure that your content is optimised for engagement.

Personalised Delivery: Use personalised content delivery systems to ensure that your audience receives content that aligns with their MBTI profile. For example, an email marketing campaign could offer different content formats based on the recipient’s personality type.