Learning to Connect With the Enneagram
September 28th, 2009 @ Ivana Taylor
I’ve always been interested in what makes people tick. Why they choose what they choose, how they think and what I can do to connect with people in a more authentic way.
This past weekend, I went to a workshop about the Enneagram. The Enneagram is an ancient personality indicator. The word Enneagram basically means a graph of nine. With the Enneagram system your behavior is classified not so much by WHAT you do or how you do it — but by WHY you do what you do. In other words, the Enneagram is primarily concerned with your motivation behind the action.
This focus on your motivation and the deep-seeded WHY you do what you do is why Enneagram professionals focus on helping you discover your type or style rather than testing for your type or style. As you would imagine – only YOU can be honest with yourself about your motivations. No test or professional can simply look at you and tell you what type you are.
How the Enneagram Helps Marketers
We already know that most purchasing decisions are purely emotional. We only use logic and data to make ourselves feel good about why we chose what we chose. The truth of the matter is that we choose to give our money to the offer that promises to best fulfill our need to BE and to ACHIEVE the main purpose of the various Enneagram types.
Whether or not you know the person’s primary Enneagram type (we all actually carry a bit of each) you can be sure of getting chosen by focusing on these universal motivations
- The Perfectionist - This person is primarily motivated by making everything in their life “just right.” To appeal to this motivation focus on specific quality indicators and be sure to offer a killer guarantee.
- The Giver - This group is motivated by helping others in order to get recognized, but they often forget about themselves. It feels good to have someone attentive to their needs – show them how your offer does that. A great example is a Maid Service targeted to busy moms.
- The Performer - This persona is competitive and task oriented. Show them how they will be better, stronger, faster and the star by using your product and you will win!
- The Romantic - Is longing for the missing ingredient in their life. If only that had this one thing, they would be happy. They are forever comparing what others have to what they have and ending up with the short end of the stick. Show this group how your offer will help them gain this missing ingredient.
- The Observer - This person is motivated by privacy and collecting information. They care deeply but are often perceived as distant. In what ways can your product or service give them privacy without appearing aloof or distant?
- The Loyal Skeptic – These people are motivated by security and fear. Show them how your product or service is a great decision. A guarantee is a great way to assure them they aren’t making a bad decision.
- The Epicure - This person always sees the glass as half-full. They are motivated by pun, possibility and pleasure. Show them how easy and fun your product is. Make them the life of the party.
- The Protector - This group is motivated by becoming strong and powerful. They want stimulation and excitement. Position your product as giving them more of what they already have or want.
- The Mediator - The mediator is motivated by focusing on others rather than themselves. They avoid conflict and have a hard time saying no. Focus your message on helping this group see the best in themselves.
Find your Enneagram type and tell us what motivates you.