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Formulating Your Campaign: Archetype

Personality Type (DISC Profiling)

Part of the archetype element of the We Do Your Marketing Way

Understanding How Your Audience Thinks, Decides & Responds

DISC is a behavioural profiling model used to understand how individuals approach decisions, communication, and change. In marketing, DISC allows you to adapt messaging to the emotional and logical wiring of the audience rather than using generic copy.

This page explains:

  • The four DISC personality profiles
  • How speed and decision style affect behaviour
  • How personality orientation influences trust
  • How to use DISC for real-world marketing results
See Archetype Overview

The DISC Wheel

At the heart of DISC is a four-quadrant model:

  • D - Dominance
  • I - Influence
  • S - Steadiness
  • C - Conscientiousness

Each represents a different decision-making engine.

Dominance (D) - Fast, Results-Driven, Decisive

These people are fast-paced, act quickly and are primarily task-based.

Characteristics

  • Competitive
  • Direct
  • Goal-orientated
  • Risk-tolerant

Marketing Implications:

  • Clear outcomes
  • Strong CTAs
  • Performance metrics
  • Efficiency-driven messaging
How a D sees a webpage
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How a D sees a long form social media
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How a D sees a short form social media
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How a D sees a print flyer
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Influence (I) - Fast, People-Driven, Expressive

These people are fast-paced, act quickly and are primarily people-oriented.

Characteristics

  • Enthusiastic
  • Emotional
  • Social
  • Persuasive

Marketing Implications:

  • Visual storytelling
  • Social proof
  • Personal connection
  • Community language
How a I sees a webpage
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How a I sees a long form social media
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How a I sees a short form social media
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How a I sees a print flyer
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Steadiness (S) - Slow, People-Driven, Reliable

These people are slow-paced, act quickly and are primarily people-oriented.

Characteristics

  • Loyal
  • Patient
  • Supportive
  • Calm

Marketing Implications:

  • Trust-building messaging
  • Reassurance
  • Guarantees
  • Relationship-led campaigns
How a S sees a webpage
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How a S sees a long form social media
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How a S sees a short form social media
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How a S sees a print flyer
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Conscientiousness (C) - Slow, Task-Driven, Analytical

These people are slow-paced, act quickly and are primarily task-based.

Characteristics

  • Detail-focused
  • Structured
  • Logical
  • Risk-averse

Marketing Implications:

  • Data-driven content
  • Specifications
  • Proof
  • Comparisons
  • Accuracy
How a C sees a webpage
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How a C sees a long form social media
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How a C sees a short form social media
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How a C sees a print flyer
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