There are two dangerous misconceptions in copywriting. First: “A copywriter is the author of texts for websites and works for thousands of characters.” If you have been reading this blog for a long time, then you perfectly understand the absurdity of this statement. If you are just starting to read the blog, then this is the place for you.
The second dangerous misconception: “Copywriting is writing advertising texts to sell goods, services or ideas.” You may now re-read it and ask: “What’s wrong with that?!” Everything seems to be written correctly. Even Wikipedia says something like this. So it is, but only in theory. In practice, this statement misleads many beginners and leads to a lot of “selling” texts in the style: “Buy our product/service or idea because they are so cool!” And such texts sell a little worse than nothing. For one simple reason: if you follow this belief literally, then the interests and needs of the people who read your text are not taken into account. But meanwhile, copywriting is primarily about working with people and their values, and not with goods and services. The latter are just a tool to satisfy certain needs.
Professional copywriters understand this, but beginners often have difficulties with understanding and perception, and they begin to sell products and services, as they say, head-on. But this is obviously a losing strategy. Therefore, speaking from the mind, it is better to take the phrase literally like this:
Copywriting is a solution to the problem of meeting people's needs with the help of goods and services, through text.
Okay, let’s say, you say. But then the task becomes much more complicated. Of course, it’s good when there is analysis data on needs, or when you can talk to the target audience. But what to do when this data is not available? How to find out the needs of people in a completely unfamiliar niche?
And here neurophysiology comes to our aid. In today's article I want to tell you about three types of people. When you know them, you can easily adapt to the needs of your audience in any niche: from selling cars to apples to wholesale warehouses. Make yourself comfortable, we're starting!
By the way, if it is more convenient for you to perceive information in video format, then this same topic is in a separate express lesson.
Where can I get more information on the topic?
Oh yes, important point. If this topic interests you, and you want to learn more about the three types of people described, with links to research, etc., then you can find all the necessary information in Andrei Kurpatov’s book “Trinity”.
If you don’t have time to finish a whole book yet, and you want to learn more specifically in the context of copywriting, then you can look at the 4th chapter of the book by your humble servant “Copywriting from Scratch”. It also talks about these types, as well as other aspects of audience research, building associative bridges and other very cool things. This is what these books look like.
Needs and instincts that lie behind them
If you remember the school biology course, then probably when you hear the word “needs” you immediately have an image of the pyramid proposed by Abraham Maslow. She looks something like this.
Relatively speaking, there are several levels, and when one is satisfied, a person moves to the next, although there are exceptions when a person jumps over certain levels. We will not consider this pyramid in detail now, because it is only indirectly related to the matter.
The point is that all these needs described in the pyramid can be reduced to three basic instincts (the legendary neurophysiologist Ivan Petrovich Pavlov, at least the first two, began to describe them in his time):
- The instinct of self-preservation
- Instinct to preserve the species (sexual instinct)
- Instinct to preserve the group (social instinct)
In the brain of every person, all three instincts live and pull the levers and, in fact, it is they who control our lives. But all people are different, and different people’s instincts are expressed differently, to one degree or another. For example, in an individual person, instincts can be expressed as follows.
An example of the severity of instincts in an individual person (the diagram will be different for different people).
The intensity of instincts can be any, but there is always some instinct that dominates. In the picture above, this is the instinct of self-preservation. Another person, for example, may have a more pronounced sexual or social instinct. Moreover, depending on situations in life, different instincts can take over the reins, so to speak. And yet, most of the time, one instinct always dominates in the brain, which determines the type of thinking of a person; it is also called “radical”. This is where our classification begins.
- People in whom the instinct of self-preservation dominates are called schizoid .
- People whose sexual instinct dominates are called hysteroids .
- People whose social instinct dominates are called neurotics .
It is important to note that the names above are not name-calling, but merely elements of classification. I say this by the way, because many people like to distort them. Let's now look at each type separately.
Please note that for better understanding we will consider types in their pure form. In practice, such “pure” radicals are rare, since, as we have already said, each person has a unique mixture of three instincts at once (but when they do occur, they are very, very colorful personalities). Therefore, do not be surprised if in the descriptions of various radicals you can recognize your own traits or the traits of someone you know.
Schizoids (constructors)
As I already said, people with a dominant instinct of self-preservation are called schizoids. And also designers, because they like to organize and structure everything into a coherent, clear and understandable system. This also applies to people: here is family, there are colleagues, there are friends of the wife, and here are distant relatives. Everything is in groups, everything is clear. Let's look at other features of schizoids.
Obsession with safety. Everything is logical here: since schizoids are driven by the instinct of self-preservation, safety always comes first for them. In all aspects. Moreover, their basic instinct is always on high alert and intensely looking for danger everywhere, even where there is none. Therefore, acquaintances often call schizoids paranoid: double-checking whether the door is closed, turning off the water, even when leaving for a couple of hours - this is a common thing for them. Otherwise, thieves will suddenly break in or water will leak - this is a “hit” on the money. By the way, schizoids really don’t like to spend money and are even more afraid of losing it, because... They associate them with safety.
Fear of uncertainty. Schizoids really don’t like uncertainty and are afraid of it, because uncertainty cannot be calculated, and the instinct of self-preservation will find in it an infinite number of risks, dangers and terrible fears, and they are oppressive. That is why a schizoid always strives to clarify and asks a lot of questions. He cares little about whether a question is tactful or not, correct or incorrect - a schizoid needs answers so that everything is clear and understandable, and he cares little about ethical standards.
The desire for control. This is a consequence of the previous point. The schizoid is confident: the system is stable and predictable when it can be controlled and has a minimum of uncontrollable elements. Therefore, he strives to control everything. Myself. In all aspects of life: from work to everyday life. Schizoids do not like to delegate work and often live by the principle: “If you want to do it well, do it yourself.”
Mistrust. Schizoids do not particularly trust people because they cannot be 100% sure of them. And where there is uncertainty, there is uncertainty. And schizoids, as we already know, do not like uncertainty. Fear and the instinct of self-preservation forces the schizoid in every person to see potential danger, betrayal, and unpredictability. And this greatly hinders them in terms of close relationships. Schizoids are often antisocial, but at the same time they have good contact with people at a “safe distance”, when there is no threat and communication can be stopped at any time.
Systematicity. Schizoids reduce everything into a system of knowledge where there are strict logical and cause-and-effect relationships. If incompleteness, contradiction or logical inconsistency (cognitive dissonance) suddenly arises, the schizoid begins to experience severe discomfort and does not calm down until he puts the system in order and closes the task.
Rationality. Schizoids always carefully weigh all the pros and cons and calculate every step. Impulse purchases are never about them. They are constantly looking for the optimal solution, and are very upset when they make an irreparable mistake, trying in every possible way to justify the correctness of the choice made.
Caution and prudence. Schizoids really do not like risks and constantly double-check everything. So, they read from cover any contracts and documents that they need to sign. Even if they are told: “This is a standard contract,” the schizoid, without blinking an eye, answers: “You never know what you wrote there in small print, I have to check.” And he doesn’t care that such phrases can hurt or offend a person. Safety comes first here. For the same reason, schizoids do not like to take loans: loan agreements often contain many fines, penalties and pitfalls, and this frightens them very much. Schizoids are less likely than other types to become victims of scammers, because by default they believe that everyone wants to deceive them and scrupulously double-check everything.
Tendency to hypochondria. As we have already said, the instinct of self-preservation in schizoids works in high alert mode and looks for danger everywhere. And if he fails to find any external threats, he does not get upset and easily finds threats within the schizoid himself, listening to his body. If something hurts or stings, the instinct of self-preservation immediately sounds the alarm and drives you to Google information about what it could be. And since on the Internet there are now a lot of articles on medical topics from web writers who, understanding the topic a little worse than nothing, write terrible diagnoses with or without reason, the schizoid begins to panic, and then it’s not far from neurosis.
Reaction to logic and facts. A schizoid is easy to frighten, but it is also easy to calm and convince if you consistently build a logical chain of facts. Numbers, objective evidence, reliable research - all this works great with this type of person.
Expectations. Schizoids never expect the desired behavior from people and always strive to resolve issues on their own. If they need something, they will just come up and ask. No foreplay, no fawning, no beating around the bush. Directly and to the forehead. Social games are not about them.
A typical example of a schizoid is scientists obsessed with their work. Many consider them not of this world, but in reality their behavior almost always fits completely into this classification.
A little cheat sheet with the main points to summarize everything.
Hysteroids (reflectors)
Hysteroids are often called reflectors, from the English word reflect - to reflect. It is this word that reflects their essence: their sexual instinct dominates, and they see themselves in other people. The better a person treats a hysteroid, the more he admires him, the more significant he is. This type often includes creative individuals: artists, musicians, sculptors, etc., in a word, all people who express themselves in one way or another and want the world to revolve around them and everyone’s attention to be focused on them. This makes evolutionary sense. The main thing for the sexual instinct is to attract a partner in order to pass on genes to subsequent generations. And in this race it is often impossible to take an honorable second place. Let's look at the main features.
Egocentricity and emotionality. Hysteroids, as a rule, are very emotional and first of all think about themselves and are fixated on themselves. Moreover, they can project their desires and complexes onto other people. A typical example is when a person begins to maintain not only his own accounts on social networks, but also accounts on behalf of his child, with all the ensuing consequences. In this case, the hysterical does not think much about the child, he thinks about himself, attracting attention according to the principle “MY child is the best and famous.” The social and ethical component of the hysterical person in this vein does not concern him at all, and if someone starts reproaching him, he will receive a massive emotional and public attack. And the louder it is, the more attention it attracts, the better for the hysteria. It doesn’t matter here whether PR is black or white—the main thing is everyone’s attention.
A penchant for creativity and attention. Creativity is a way of self-expression and attracting attention. In its various manifestations: music, visual arts, dance, etc. This also includes more provocative methods: full body piercings, khaki hair, provocative haircuts, tattoos, etc. Attention is everything for a hysterical person, so they go to any lengths to make the world revolve around them, talk about them, admire them, etc.
The mirror principle. If schizoids see people tied to certain categories, then hysterics see people tied to themselves. Whether a person admires them or hates them, he is significant. If not, then such a person does not exist for the hysteroid. By the way, hysterics often skillfully turn the hatred of other people into the right direction for themselves, creating a tragedy, reveling in feelings and making sure to flaunt them. Hysterics don’t secretly worry about themselves, because, as they say, there is neither self-interest nor joy in this. Most of all, hysterics are afraid of losing their attractiveness, both sexual and media.
Statements of desires. Hysteroids follow their desires and do what they want without thinking about the consequences. Where the schizoid will calculate the risks, the hysterical will go and do it, and then - come what may. Do you want extreme skydiving? Where is the nearest airfield?! Do you want to be the coolest with your new phone, but don’t have the money? No problem, you can take out a loan! And if you already have a lot of loans, you can refinance at another bank. So what if the collectors remember the number by heart - what matters is what you want here and now, and nothing will stop the hysteroid from realizing certain desires. They rarely learn from mistakes and often step on the same rake, but at the same time they are much easier to rise and often achieve success, simply because they do not see obstacles and do not think about the consequences. Risky adventurers.
Fear of losing primacy. Most of all, hysterics are afraid of losing their primacy and number one status. They are ready to lay down that they are the best, the first, the very best.
Dislike of competitors. As a consequence of the previous point. Hysteroids hate competitors and really don’t like it when people speak well of their rivals or, even worse, compare the hysteroid with them, especially in an unfavorable way. At the same time, from a positive comparison, where his superiority is emphasized, the hysteria is already thrilled.
Flattery, exclusives and snobbery. Hysterics are very susceptible to flattery, even sometimes very cloying, and often show outright snobbery: they love to consider themselves among the elite and to look down on others. And not just to rank it, but to boast about it, so that everyone can see the greatness. They also really love what is inaccessible to others: scarce or exclusive, collectible things and to be sure to show it all off.
The golden rule of friendship. Hysteroids are especially susceptible to the golden rule of friendship: in order to please a hysteroid, you need to make him begin to like himself even more.
In a word, hysterics live to be the center of attention, to have the world revolve around them, to be admired (or hated), but in no case remain indifferent. A typical example is a shocking couturier who in every possible way attracts attention with scandalous performances.
Mixed behavioral types
A person who tends to behave in accordance with one disc model is rare. Much more often, two types with similar characteristics are mixed in one person. Either both patterns are expressed equally, or one predominates over the other. In total, there are 6 mixed personality types.
DI-ID
Red-yellow, yellow-red: mastermind. Such a person loves to be among people, communicate, convince people of something and win them over to their side. An excellent diplomat, prone to manipulation. The main fear is loss of control and influence.
How to establish contact: friendly communication, attention to facts, clear actions, reminders of the successes achieved.
IS-SI
Yellow-green, green-yellow: connected. Easy to communicate, attentive, kind. Loyal to friends and flexible when changes happen. They love stability, are overly trusting, and avoid conflicts.
How to establish contact: communicate as openly and friendly as possible, avoid aggression towards them, talk about their importance.
SC-CS
Green-blue, blue-green: coordinator. Reliable and diligent, you can rely on such people. They love stability and planning. The main fear is unexpected situations, lack of logic.
How to establish contact: laconic conversations to the point. Do not impose, give the opportunity to think everything over and make a decision in a calm atmosphere.
DC-CD
Red-blue, blue-red: performer. Prone to perfectionism, aggressive in the process of achieving goals. They love changes, quickly adapt and assimilate innovations. Weakness: the desire to improve or repair something that does not need it.
How to establish contact: do not put pressure, do not rush, respect and support silently. Be careful about saying that everything will get better.
IC-CI
Yellow-blue, blue-yellow: controversial. A complex combination of opposing personality types. They strive for success and share it with their friends. They achieve goals while inspiring others to do the same. Sometimes intolerant, sometimes overly emotional.
Neurotics (centrists)
Neurotics are people in whom the social instinct dominates. They live in a world of constant struggle for power, recognition, authority and a place in the sun. They are called centrists for their special approach to thinking: they try to look at the root and see the essence of things. But they don’t always succeed, and errors occur. Let's look at the features of this type in more detail.
Dependence on the assessment of others. Neurotics live in society and are very dependent on the assessment of others. It is much more important to them who says what about them than what they think about themselves. They are also very sensitive to their reputation and do not understand how hysterics can behave so defiantly. Classic reaction: “What will people say?!”, “Decent people don’t behave like that!” and stuff like that. Neurotics tend to play by social rules and do not like it when others break these rules. For example, the height of righteous anger in a neurotic is caused by a situation when someone squeezes in front of them out of turn.
Respect for authorities. Unlike schizoids and hysterics, who wanted to give a damn about the social hierarchy and authorities from a high bell tower, neurotics take this issue much more seriously. They recognize authorities, and the more authoritative a person is, the more serious he seems to the neurotic, and the more truthful his words are. So, for him, the words of the director of the holding will always be more significant than the words of the cleaning lady, for example. Although it is far from a fact that the director understands certain issues better than the cleaning lady. If two authorities make conflicting judgments, the neurotic compares them according to their degree of authority. In medicine this is, for example, a category, and in religion it is a rank.
An appeal to morality and morality. Neurotics often appeal to morality and ethics, trying to teach others to live as they should: “Aren’t you ashamed?! And from a decent family!”, “It’s somehow not human,” “It will be a shame, how can I look people in the eyes?” etc.
The essence of things and labels. Neurotics sincerely believe that they immediately see the essence of things and hang labels by which they form their attitude towards people, objects or phenomena: “good”, “bad”, “smart”, “stupid”, “drunkard”, “deceiver”, “ dangerous", "slippery", etc. This often leads neurotics to make fatal attribution errors. For example, when grandmothers at the entrance actively determine and discuss the social liberation of a girl who comes out of the front door or the sexual orientation of a young man who enters.
Attribution error. Since neurotics build their attitude towards people or phenomena based on labels (everything is immediately clear to them), they ignore the details of the situation and lose sight of much. So, if a person allowed himself too much at a party, he is a drunkard and a rowdy (which may have nothing to do with reality), and no past or future merits will change the neurotic’s opinion.
Public acceptance. Neurotics strive to climb as high as possible on the social ladder, to gain recognition and authority. They also love closed communities, but not in order to boast about it like hysterics, but in order to feel that other people need them, that they are recognized and admitted into a special circle of friends. As a consequence, for a neurotic there is nothing worse than the situation. when a society or group rejects or expels him. Being an outcast is one of the biggest fears for this type of person.
High emotional intelligence. Neurotics tend to have strong innate empathy and high emotional intelligence. They understand hints perfectly and have a good sense of the interlocutor, his mood and attitude. As a result, it is much easier for them to negotiate with people. The downside of this feature: neurotics expect the same behavior from other people, that they and their hints will be understood perfectly. But here’s the problem: schizoids, for example, are too straightforward and don’t understand hints, and hysterics are too fixated on themselves. On this basis, without waiting for the “necessary” behavior from a person, neurotics often lose their temper or become offended and carry resentment within themselves.
Dependence on the primacy effect. Since neurotics operate with labels and the social aspect when working with information, they are heavily dependent on the primacy effect. Sometimes it's good, and sometimes it's bad. For example, if an acquaintance whom a neurotic considers an authority says that this or that brand is bad, then the neurotic will perceive all subsequent information through the prism of this first impression, i.e. critically and with prejudice that the brand is of poor quality.
Craving for soulfulness. Neurotics love to sit down and have a heart-to-heart talk. Moreover, their warmth, as a rule, outweighs the benefits. For example, if he likes the seller, and the neurotic feels a unity of views, then he may even overpay, just to maintain this sincerity. This also includes a guilt complex. A neurotic person may buy something that is not quite suitable for him, only because he was well and sincerely served, and it seems somehow inconvenient to leave without buying anything.
A typical representative of a neurotic is an unrestrained careerist who forgets about his own interests in order to please others and move up the career and social ladder.
Three types of people. You need to know this.
Much in our lives is determined by biology and heredity.
We are born with subtle characteristics that, as we grow older, begin to have a serious impact on our entire destiny.
For example, there are children who, from birth, do not like to be squeezed, hugged, or kissed. They make a sour face and try to avoid such violent manifestations of feelings.
This behavior gradually leads to them being left alone, which is what they need.
When the mother leaves the room and leaves the baby in the crib, he takes it calmly.
What do such children do when everyone has left them behind? Are they sitting and bored?
No, they are actively exploring the world . They are studying toys. They climb into places where other children would not climb. They are very curious .
In the course of their little adventures, they get burned every now and then, hurt their fingers, and get bruises.
And this stops scaring them - they become a little less sensitive to pain than other children.
Such children grow up to be introverts who do not like to be the center of attention, but are quite calm about taking risks .
In the future they can become climbers, geologists, and firefighters. They can become hackers, “gray eminences,” or innovative scientists: after all, going against the opinion of an authoritative person is also a risk.
Nobel laureate in physiology I.P. Pavlov, who first described these people, called them “ thinkers .”
There is a second group of children who really love to be squeezed, hugged, and kissed.
However, when the mother leaves the room and leaves the baby in the crib, he may crow, but will not .
Such children feel the need for hugs, and therefore gradually learn to do everything in order to achieve such hugs .
They need admiration , so they learn to feel people subtly, trying to do everything in order to receive this admiration.
They are like a dolphin that moves underwater using echolocation - having performed some action, they carefully wait for a response to it from other people, picking up the slightest fluctuations in other people's emotions addressed to them.
Such people grow up extroverts who want to be the center of attention and stand out in one way or another.
You can recognize them by their clothes - they dress either like freaks, or, conversely, like dandies. They can be recognized by their extensive tattoos or piercings, flashy hair coloring or car restyling.
They care little about exploring the world. They care about the reaction they have caused in other people.
Such people become artists, stylists, musicians, and extravagant politicians. Having a keen sense of people, they create values that others need - new paintings, works, new ideologies.
Being extremely “egocentric”, but wanting to arouse admiration for themselves, they are maximally interested in understanding the other person, guessing his desires and meeting his expectations.
Therefore, they are always in demand , and in any team they feel like fish in water.
I.P. Pavlov called this type of people “ artists ”.
However, there is a third group of children . When the mother leaves the room and leaves the baby in the crib, he throws a natural tantrum and sobs loudly.
From infancy, it is important for such children to feel built into some kind of hierarchy - to feel that there is someone above them. Left alone in the room, they fall out of the hierarchy, and this scares them terribly.
Since childhood, such people literally feel with their skin the social relationships in any group - at one glance they can determine who is an outcast, who is the elite, who obeys whom, and who influences whom.
They easily fit into the hierarchy of the group and gradually try to find themselves higher - to become a leader or join the leader’s team.
“The bad soldier is the one who doesn’t dream of becoming a general” - this is about them. At the heart of their aspirations lies one passionate desire - to climb up the social ladder .
But for this, they need to develop social skills , be able to negotiate, and take into account interests.
As a result, it is precisely such people who show the greatest ability for mutual understanding, empathy, and sensory empathy. They feel the need for social support and respect. They will be distressed if another person is upset or offended in their presence.
This type of people is called “artists” and “centrists”.
Some are interested in search, others are interested in admiration, and others are interested in a place in the hierarchy.
Conventionally, we can say that some are driven more by life (indicative search instinct), some by sex (sexual instinct), and others by power (hierarchical instinct).
Moreover, the forces that drive us are biologically based and predetermined by our genes.
Of course, all three motives are present in every person, but one of them is expressed most clearly and subordinates the others.
Why is it important to know about all this?
Because our loved ones and friends most likely have that does not coincide with us.
If you do not know about the characteristics of our loved ones, this can cause conflicts , quarrels, divorces and tragedies.
For example, let’s imagine that there is a woman - the expressed need to be in the company of other people “for the sake of pleasure” is perceived as a kind of duty, a punishment that must simply be endured.
Of course, he will try to quickly sneak away from all such events that his wife drags him to, or not attend them at all.
And such behavior is not his whim or lack of upbringing. This is his biology, inherited from his parents.
If spouses do not know about each other’s characteristics, do not know that the “ centrist ” needs one thing, and the “ thinker ” needs something completely different, then this can lead to a big conflict.
The wife may begin to angrily reproach: “You hate my friends! my relatives! You don't care about my interests! I feel like I’m in a cage!”
And it’s simply difficult for my husband to believe that other people can strive to spend time with each other not to exchange some new interesting information, but simply because they like it.
“How can anyone like this?” - the “thinker” does not understand at all, and therefore he considers his wife’s behavior and her claims to be a stupid whim.
But if spouses know about their characteristics, then conflict will be easy to avoid by yielding to each other’s biological nature.
Knowing the temperamental characteristics of loved ones will also help in communicating with children.
After all, sometimes a parent, not understanding the motives of his child’s behavior, can break his psyche and life.
I will give an example on this topic from the wonderful book by A.V. Kurpatov “Trinity. Be bigger than yourself."
“DAUGHTER LIKE DAD
Now I remember one program from the series “We’ll solve everything! With Doctor Kurpatov" on the Domashny TV channel.
Then a fairly young woman (I’ll call her Tatyana) came to my studio, who had just experienced a difficult separation from her husband, and now began to constantly lash out at her two-year-old daughter.
The husband, according to Tatyana, was that type... A ringleader, a joker. He gets drunk with friends, disappears for half the night, and then comes home and looks so guilty and affectionate that the halo above him almost glows. He asks for forgiveness, showers him with affection, tries to hug and kiss.
Tatyana is a strict and clear person. All these hugs and lamentations are absolutely indifferent to her, and when her husband smells of alcohol (even just a little bit) they are completely disgusting.
She agreed with him that he would not do this again, and he, therefore, must keep his word. He promised not to drink with friends anymore - he shouldn’t drink.
In general, Tatyana raised him, raised him... And suddenly he completely wilted and went on a spree. It turned out that he had another woman, and Tatyana made a decision immediately - she collected his things and put them out the door.
I ask her:
- Are you worried?..
“No,” she answers. - Thank God he left. It frayed all my nerves; I couldn’t stand it any longer.
“Okay,” I say. – What’s the problem then?
“The problem is that I can’t trust my daughter anymore!”
- In terms of? She's a little over two years old, right?
- That's right, a little more than two, but she behaves like a professional liar! If she does a little mischief, she will understand that she did something bad and immediately runs to me - her eyes are so round, round, pitiful: “Mommy, mommy!”, and let’s grab me by the neck, hug me, look into my eyes, kiss me...
“In general, just like your husband,” I continue.
- Exactly! One to one! - Tatyana becomes furious. - All this is sucking up, woo-hoo! Disgusting. I look at her and think: how can it be that the child is still very small, but already knows how to lie, deceive and suck up?!
Since this is not particularly relevant, I will not retell this story further. Let's move straight to the conclusions.
Tatyana never felt the need for hugs, she never liked manifestations of tenderness. And this never happened in her parental family.
She suffered from her father’s alcoholism and his assault (that’s why she had such a reaction to the smell of alcohol), and not at all from the lack of hugs and kisses.
On the contrary, she found a husband who really needed these caresses. He always needed to establish close emotional contact with another person, to feel that there was a company of relatives nearby.
He compensated for this deficit (and in his relationship with Tatyana there was a corresponding deficit) with his sprees - both with friends and with women. In general, I found someone to caress with.
All this, of course, was completely alien and even wild to Tatyana. And what others might have considered happiness did not cause her anything but tension and indignation.
That is, two extremely different types came together in one “cell of society”, growing up with different psychophysiology and oriented, accordingly, to completely different formats of social interaction.
In general, the divorce of this couple was, in fact, a foregone conclusion. Both spouses, being pushed around, went ahead and no longer regretted it. But Tatyana found herself in a kind of trap, because their daughter inherited from her father the same need for physical and emotional contact, for hugs and affection.
Tatyana really didn’t understand this. It seemed to her that if a person behaves like this, then he was undoubtedly guilty of something and, instead of simply burning with shame and falling into the ground, he was trying to make amends for his guilt with these “usi-pusi”, wanting to avoid a well-deserved punishment.
Of course, the two-year-old child was caught by Tatyana in behavior of which he is still in principle incapable (at this age we are still behind chimpanzees in our intellectual development).
Tatyana came up with a too complex role for her daughter in her construction of social reality. At least not by age. In reality, everything was, of course, much simpler.
When the girl did something wrong, she felt not guilt, not remorse, but a simple fear, like the corner of a house, that her mother would be angry. And if she gets angry, then the already insignificant amount of stroking and other “usi-pusi” will be reduced to absolute zero. That is, the baby does not have to wait for any grooming. And this, in fact, was all her horror.
What could a two-year-old child do in these circumstances? Run to your mother with outstretched hands and beg with tears in your eyes - they say, don’t deprive me, mother, of the hugs I already lack! Do whatever you want, just don't be angry with me! I love you, etc., etc. - looking into your eyes.
But her mother is not just a mother, but “Iron Felix” - rational to the core. Tatyana, by her very internal, neurophysiological organization, could not understand this kind of social interaction, and therefore she also did not see the true motives of her own child’s behavior. And she explained everything simply: she was born as deceitful as her father!
And everything in Tatyana’s reality was “logical”. From the experience of interacting with the girl’s father, Tatyana knew perfectly well that all sorts of tenderness and “usi-pusi” are an insignificant and shameful attempt to make amends and “avoid the conversation on the merits.”
She interpreted the child's behavior as a deliberate lie and an attempt to mislead. In general, extremely “unworthy” behavior! And this was when the child was a little over two years old...
Yes, it is extremely important how we are built. What matters is how pronounced our social instinct is. If it is not sufficiently manifested in a person (in our case, Tatyana), then instead of emotions and feelings, cold reason works, which relies on previous, already meaningful experience.
Since Tatiana’s experience with the girl’s father was, frankly, so-so, the same logic was applied to her daughter’s behavior. If her father behaved accordingly after his pranks, then the daughter's similar behavior indicates her in the same way. This is the reconstruction.
That is why reason does not always help in such situations. One could, of course, take into account the fact that, despite all the external similarity of behavior, his motives in a thirty-year-old man and a two-year-old child can hardly be identical, but Tatyana did not do this.
However, as soon as I drew her attention to this quite obvious contradiction (and, thus, added the corresponding puzzle to her harmonious structure), Tatyana’s face literally changed before our eyes: she became thoughtful, experienced, so to speak, an insight and was incredibly happy about her own daughter . '
In fairness, however, I must note that Tatyana was not actually happy about her own daughter. She was glad that, finally, the intellectual model that Tatyana had still used when reconstructing her relationship with her daughter began to better reflect reality.
After all, there were many other points in this design. For example, the one that she - Tatyana - “should be a good mother,” but it was extremely difficult to live up to him in the current circumstances.
Now, when it “turned out” that her daughter was not the same “scoundrel” that Tatyana considered her father to be, she could well allow herself to be that “good mother.” Yes, a little on command, and not “from the heart.” But it's better than nothing.
That’s what we, in fact, decided then.”
Example 1: how to buy a camera
Let's now look at the clear example of buying a camera, how people behave with various radicals.
Schizoid
He is interested in technical characteristics, functionality, the number of defective returns, and selects a camera to suit his needs and tasks, in order to fit into the budget. Looking for the best option. It may go beyond the budget, but only if there is a strong justification for this and new information that the schizoid did not take into account before. He is very afraid of wasting money and getting a problem item.
How to convince:
- Show that this is the best option, and there is no better one.
- Show reliability and quality.
- Show the guarantee to finally reassure.
Neurotic
He is interested in how many people have already bought the camera, what are the reviews, who among the authorities uses the camera, does it make an impression on people, what brand of the camera is it - a well-known brand or not.
How to convince:
- Show that this is a bestseller.
- Show reviews from people who bought.
- Tell them that this camera is used by authorities.
- Show the status and authority of the brand.
- Make adjustments to the seller, say that he has the same one, and he is very pleased with it, tell a story.
Hysteroid
They’re not particularly interested, but they put on a show: “Oh, I don’t even know which camera to choose. What advice would you give me so that everyone is buzzing about me on social networks?” They will buy what “they deserve.” Especially if it's exclusive.
How to convince:
- Make a compliment.
- Show a visual, engaging demonstration.
- Engage emotionally.
- Show exclusivity.
Personality types
There are five main types in total:
Type A
This type includes people with an impulsive character who are unable to sit in one place. As a rule, such behavioral activity is expressed in extreme measures in everything - be it work, hobbies or achieving a goal. When achieving what you want, manifestations of aggression are possible, especially if someone gets in the way. Impatience is expressed in everything: in speech, movements, and even in decision-making. Such people tend to be competitive and dominant.
Type A1
An assertive personality with a desire to succeed, but without aggressiveness, as in the previous type. Emotionality and sensitivity to the perception of criticism are pronounced, as is instability of mood.
AB type
Intermediate, characteristic of emotionally stable people who know how to correctly distribute work and rest time. Zeal for leadership is not so obvious, but under certain conditions it can be manifested.
Type B1
Moderately active personality, rational and leisurely.
Type B
Refers to people with a soft character, sometimes unsure of themselves. All decisions are carefully weighed, and the sequence of actions is traced.
Example 2: speaking to investors
In the second example, imagine that you have your own project and you need to speak to investors. Different types of investors respond better to different aspects.
What is important for schizoids
- Business plan including numbers, calculations and forecasts
- Viability Case
- MVP (minimum viable product) - product prototype
- Certificate of competence
What is important for neurotics
- Social significance, what problems and what audience the project solves
- Influencer Support
- Social proof
- Portfolio status
- Personal sympathy, strong first impression
What is important for hysteroids
- Championship
- Exclusivity
- Bypassing competitors
- Emotional involvement
- Prospects
At the same time, it is important to remember that since we do not know what types we are working with, and also given that in every person there are manifestations of all three instincts, it is ideal to focus on all three aspects in combination. Then we are highly likely to meet the interests of our target audience.
Type two: in eternal search
google.com
Many people associate serious relationships with stability, and for good reason. Sharp turns, shake-ups, the “hot and cold” mode in most cases negatively affect a couple: people either break up or enter a phase of toxic relationships, which is no better than separation.
There are people who spend their entire life searching for themselves and their ideals. It is difficult for them to settle on one thing, their life is like a highway, and a partner under such circumstances may well be love forever today, but tomorrow he may become a burden. If, after reading this description, you can classify yourself as one of those “eternally seeking” people, and in addition, you don’t easily tolerate separations, you should think about the feasibility of a relationship for you in principle. It is quite possible that they bring you more harm than happiness and joy.
Example 3: selling oranges
Now let's look at selling something simple. For example, oranges. What should you tell people in this case? You can’t say right off the bat... Well, that it’s sweet, tasty, juicy... But once we divide the audience by radicals, then everything becomes clear and understandable, look.
For a schizoid:
- 100% safe and natural: no nitrates or pesticides
- Content of useful vitamins and microelements
- Guarantees of hand picking, integrity of fruits without rot
- Competent storage and transportation system
For a neurotic:
- The heartwarming story of a plantation founder
- Brand and its status
- Social proof and authority: who buys oranges
- Social and ideological aspect, for example, in the context of charity
For the hysteroid:
- Elitism
- Benefits for beauty and attractiveness
- Unavailability or limited quantity (shortage)
- Visual demonstration
Do you see? It is much easier to determine priorities by importance, and then, for example, in the text, we simply build benefits for each type and combine them into a separate block. This way we are more likely to meet the interests of our target audience.
