PART I:Understanding And Categorizing Personality Types

Whilst we come in all different shapes and sizes, we are not as different as most of us would like
to think. Researchers have found that behaviour is actually quite predictable, once you establish a
person’s personality type.

A personality type simply means what type of person you are, how you think and what you are
likely to do. Personality types are therefore a good predictor of human behaviour, and can also
give you clues as to the best way a person can be persuaded.

Other benefits of knowing a persons personality type include:

• Presenting information in a way that a person will best understand.

• Identifying how people make decisions.
• Identifying likely patterns of behaviour/responses.
• Quickly establishing rapport.

As you can see, personality types enable you to quickly categorise people. In turn, this makes
persuasion and social interactions that much easier and more successful, as you can then tailor
your speech to meet a person’s specific needs.

How To Categorise Personalities

Below is a well know scale for assessing personality types. This was originally used in areas
such as psychological research.

However the information proved to be so valuable, that it was subsequently used by advertising
agencies in order to tailor advertisements to specific subsections of the population.

The personality assessment uses 4 scales, as shown below.

Personality Assessment Scale

1. How and where we get our energy from (E) Extrovert - (I) Introvert scale.
 2. What type of information we pay attention to (S) Sensor- (N) Intuitive scale.
3. How we make decisions (T) Thinker - (F) Feeler scale.
4. How we resolve issues (J) Judger - (P) Perceiver scale.

Personality Scale Preferences

Each scale is subdivided into 2 choices called preferences. Most people will have an overall bias
towards one preference. For example, I may be an extrovert, whilst you may be an introvert.

People who have an oppositional bias for each scale (i.e. they have a different preference for
each scale, for example extrovert vs. introvert) tend to be very different from each other.

In this example, an extrovert would usually be much more talkative and outgoing than an
introvert. Therefore the greater the dissimilarity between 2 people on the scale, the more
different they are likely to be and the less chance they will get along together.

As a general rule, just remember that people like people who are like themselves.

Adopting Personality Types

When using personality types to decide upon a persuasion strategy, you should therefore try to
adopt a personality that is similar to the person you are trying to persuade.

However some people may find this difficult, as we tend to communicate best in a way that
comes naturally to our personality type.

It is also worth noting that if you adopt a new personality type in order to persuade someone, if
you are suddenly pressured or put under stress, you will most likely revert back to your original
personality type.

This is one reason why during training soldiers in the Army are suddenly woken up at random
hours of the morning.
It has been shown that upon waking the solider will act as if they would when under stress, such
as during a battle. Meaning that they will revert back to their original personality type.

This shows the instructor and the solider who they really are, by stripping away any false
aspects/façades of their character they may have added to impress or deceive other
people/themselves.

Interpreting The Personality Type Scales

When the 4 scales are taken as a whole, each preference combines to create 16 possible
combinations of personality types. Each personality type uses the first letter from each
preference as an abbreviation.

1. How and where we get our energy from (E) Extrovert - (I) Introvert scale.
2. What type of information we pay attention to (S) Sensor- (N) Intuitive scale.
3. How we make decisions (T) Thinker - (F) Feeler scale.
4. How we resolve issues (J) Judger - (P) Perceiver scale.

These lead to the following 16 personality types:

ISTJ ISFJ INFJ INTJ

ISTP ISFP INFP INTP

ESTP ESFP ENFP ENTP

ESTJ ESFJ ENFJ ENTJ

In the next article we shall take a closer look at each scale, so that you can determine your own
personality type, and later the personality types of others.

PART II:Understanding A Persons

Personality Type
In the previous article, you were introduced to the concept of categorising people according to
their personality type. In this article, we shall take a closer look at each scale on the personality
type assessment.

Scale 1 - How And Where We Get Our Energy From

(Extrovert - Introvert Scale)
The first personality type scale measures how we are energized.

Extroverts
Extroverts get their energy from external sources, such as
the company of other people.

When they are feeling low, they like to recharge their

batteries by mixing with friends and colleagues.

Extroverts like to communicate by thinking and working

through a problem out loud. They like to talk things
through with others, and enjoy group activities such as
team sports.

Because they like being around other people, extroverts

feel comfortable in social situations and so usually make
good leaders.

Extroverts Summary
• Think aloud
• Communicate enthusiastically
• Are talkative
• Dominate conversation
• Share personal facts more readily
• Prefer face-to-face meetings
• Speak rapidly when giving information
 • Are at ease communicating with groups

Introverts
By contrast, introverts gain their energy through quite solitude. These people may not necessarily
dislike the company of others, but feel more comfortable being by themselves and reflecting
alone.

Introverts therefore prefer to work alone, and think

things through in their head or on paper, rather
than ask for help from other people.

When it comes to sport, introverts prefer solo

sporting activities such as climbing, tennis,
swimming or golf.

However these activities are not solely confined to

introverts, and may also be enjoyed by extroverts.

Introverts strongly value privacy and time when

they can be alone. During these times it is not
uncommon for them to read, write or meditate.

Generally speaking, introverts tend to be very

intelligent and thoughtful people, although they
may suffer from low self esteem and lack social
skills to some degree.

At the moment, it is estimated that around 75% of people are extroverts. This is largely due to
the popularisation of celebrity culture, and the desire for the attention that goes with it.

However, the popularisation of video games and home entertainment has seen a sharp increase in
the number of introverts, especially male introverts.

At the moment this does not seem to affect women, who are predominantly extroverts.

Introverts Summary
• Reflect, then talk
• Keep feelings to themselves
• Listen more than talk
• Need to be drawn out
• Keep personal information private
• Like written memos and reports
• Pause when answering questions
 • Like to communicate one-on-one

Scale 2 - What Type Of Information We Pay Attention To

(Sensor - Intuitive Scale)
The second personality type scale describes the way we prefer to receive information.

Sensors
Sensors tend to pay attention to facts and details,
relying on information that is practical and useful.

Sensors therefore appreciate an understanding of

why something works, especially if it is backed up
by scientific or other credible sources of information.

Sensors are also very focused on the present, and

what is happening to them right now. Consequently
they tend to prefer satisfying their needs via
immediate gratification, having a “live for today”
attitude.

When making judgments, sensors like to process

information via their 5 senses: sound, taste, touch,
smell and sight. This means that they are best
convinced when they physically do and experience
something firsthand.

Sensors Summary
• Present facts evidence, examples first
• Ask lots of “what” and “how” questions
• Use lots of specific examples
• Are interested in short-term practical applications
• Like step-by-step information and detailed descriptions
• Value real-life experiences

Intuitives
The second preference on this
scale is the intuitive.

Intuitives tend to focus on the

longer term perspective, and the
future implications of activities
they engage in.

Intuitives therefore tend to

discipline themselves by delaying
gratifying their needs until a later
date (delayed gratification).

When processing information

intuitives prefer to see the whole
picture first, and get the finer
details later. If sensors see the
trees, then intuitives see the
forest.

As a result, intuitives learn best

through general concepts, and
simplified points or summaries.

Unlike the sensors who prefer to

absorb information through their
senses, intuitives prefer to go on a
gut feeling, trusting their own
thoughts and intuition to guide
them.

About 65% of the population are

categorised as sensors, the rest
are intuitive, most of whom are
women.

Intuitives Summary
• Present the “big picture” ideas first
• Ask lots of ”why” questions
• Talk about general concepts
• Are interested in the long-term picture and future possibilities
• Like using metaphors and analogies
• Are interested in hunches
Scale 3 - How We Make Decisions Or Reach Conclusions
(Thinker - Feeler Scale)
The third personality type scale measures how we make decisions and come to conclusions.

Thinker
When it comes to making decisions,
thinkers are driven by facts, logic and
reason.

Thinkers like to look at the evidence,

and then weigh up the pros and cons
before making a decision or judgment.

Thinkers therefore go and do with

what the facts tell them, even if they
don’t like what they have discovered.

As a result, thinkers tend to be very

rational individuals with an extremely
open mind. Overall, thinkers strongly
value the truth.

Thinkers Summary
• Use cold, hard facts and
logic to persuade others
• Present meeting with goals
and objectives first
• Weigh the pros and cons of
each example
• Demonstrate objectivity and
are often critical
• Believe feelings are only
valid if they are logical
• Are task-focused

Feelers
If thinkers could be described as head over heart, then feelers could be described as heart over
head. When making a decision, feelers tend to driven by their own emotions and the feelings of
others who will be affected by their actions.
For the feelers, all feelings are important and decisions are made based on these feelings, in
addition to any facts. As a result, feelers tend to be more persuaded by emotional appeals, unlike
the thinker who prefers persuasion via facts and evidence.

There is roughly a 50/50 split in the population between thinkers and feelers.

Feelers Summary
• Persuade others with personal, emotionally presented examples
• Start with pleasantries, then summarise areas of agreement
• Talk about the value of each alternative
• Empathise and appreciate other viewpoints
• Believe all feelings are valid
• Are relationship-focused

Scale 4 - How We Resolve

Issues
(Judger - Perceiver Scale)
This personality type scale describes how we like
to plan and organise our lives.

Judgers
Judgers prefer to make decisions quickly. They
like to be decisive, and have a clear plan of
action to get things done in a timely manner.
Uncertainty and indecision tend to frustrate the
judger.

Judgers like to be in control. They have no

problem stepping into a situation and taking
charge, which makes them natural leaders.
Judgers also tend to be very organised, time conscious and are able to work well under pressure.

Judgers Summary
• Prefer to make decisions quickly and like to be seen as decisive
• Like to set schedules and deadlines
• Like to complete projects
• Negotiate from fixed positions and are sometimes dogmatic
• Focus discussions on content
• Like meetings to reach a conclusion
• Believe time is a fixed resource and deadlines are important

Perceivers
Perceivers prefer to hold off making decisions
until they absolutely have to make them.

They prefer to keep their options open, and take

their time picking the best option that’s right for
them.

Perceivers therefore work best when they can be

flexible with time, and are not rushed or put
under pressure. As a result they don’t mind
following a leader, who will make decisions for
them.

Unlike the judger, the perceiver tends not to be

very organised and likes to do things in their
own leisurely style.

Judgers make up about 60% of the population.

Perceivers Summary
• Like to keep options open, may procrastinate
• Feel restricted by schedules and deadlines
• Prefer to start projects
• Are flexible about positions and are sometimes seen as wishy-washy
• Focus discussions on process
• Are happy for meetings to remain inconclusive
• Believe time is renewable and deadlines are elastic
•
Summary of the Four Personality Types

Energized By:
Extroverts:

Talk first, think later

Introverts:

Reflect silently before talking

Pay Attention To:

Sensors

Want details and specifics

INtuitives

See the big picture

Make Decisions By:

Thinkers

Weigh facts and evidence

Feelers

Value emotions and feelings

Resolve Issues By:

Judgers
 Decide quickly

Perceivers

Keep options open

In the next article, we shall look at how to use these personality types when communicating and
persuading people.

PART III: How To Use Personality Types

When Persuading
Now that you are aware of the different personality types people have, the next step is to become
aware of how to use that information in order to become a better persuader.

However in order to do that, you first need to determine what personality type a person has. Here
are some questions you can ask yourself to quickly determine personality types.
Determining Personality Types
1 - Does the person I want to persuade usually prefer to talk about an issue out loud before acting
(extrovert), or prefer to reflect on a problem before talking and acting (introvert)?

2 - Does the person I want to persuade pay attention to specific and detailed information
(sensor), or respond to the global or big picture (intuitive)?

3 - When making a decision does the person I want to persuade base a decision on the quality of
facts and evidence (thinkers), or consider the impact on people’s values and feelings (feelers)?

4 - Does the person I want to persuade prefer to proceed quickly once a decision has been made
(judger), or prefer to keep their options open (perceiver)?

Play Detective Before Trying To Persuade

As a persuader you are not going to know the personality type of everyone you meet. Therefore,
rather than trying to persuade someone immediately it is far wiser to carefully observe the
person, looking for any clues which may suggest what type of person they are.

This can largely be done by asking carefully crafted questions, and listening closely to what the
person says. A big mistake many people make is trying to persuade too soon, before ascertaining
the personality type.

So play detective, and make sure you have enough evidence to suggest a personality type before
you start trying to persuade them.

Remember, people have different personality types, and different people prefer to be persuaded
in different ways.
Your success as a persuader is therefore largely determined by your ability to identify a persons
personality type, and persuade them in a style that is effective for that personality.

Influencing Strategies
Once you have identified a personality type, there are certain strategies you can use. Here is a
reminder of the scales and their preferences.

1. How and where we get our energy from (E) Extrovert - (I) Introvert scale.
2. What type of information we pay attention to (S) Sensor - (N) Intuitive scale.
3. How we make decisions (T) Thinker - (F) Feeler scale.
4. How we resolve issues (J) Judger - (P) Perceiver scale.

Influencing Different Personality Types

On a social level the most important scale to consider is first scale, where a person gets their
energy from.

For example, if you wanted to do something with your partner it would be a good idea to
determine whether they are an extrovert or introvert.

If they are an extrovert then you may want to choose activities which involve being around lots
of other people. Such as going to a nightclub, a restaurant or a sporting event.
 If your partner is an introvert then you may want
to choose something more intimate, such as a
quite night in together perhaps watching a film,
or having a picnic on a field together.

The fourth scale, how a person resolves issues, is

most useful when making deals, coming to
conclusions or disagreements.

However please remember that although people

tend to have an overall preference for each scale
(e.g. introvert or extrovert) they are rarely solely
confined to that preference.

What this means is that although a person may

predominantly be an introvert, they may also be
bit of an extrovert. So keep this in mind when
picking your influence strategies, and be prepared to be flexible.

Personality Types And Persuasion

When it comes to persuasion, what you really need to concentrate on are the 2 middle scales:
What type of information a person pays attention to and how that person makes decisions.

(S) Sensor - (N) Intuitive

(T) Thinker - (F) Feeler

When you narrow it down to these two scales, you will find that there are only 4 possible
personality type combinations:

ST, SF, NT and NF

By focusing on just these four combinations you come up with four key influencing strategies.
To be effective, choose one of these options.

Persuasion Strategies
To Influence ST:
Concentrate on the evidence, and present a step by step logical analysis. Focus on the evidence.

To Influence SF:
Concentrate on the details, and show how these details will affect the people involved. Focus on
the relationship.

To Influence NT:
Present an overview first, and offer a series of well analysed practical options. Focus on the
logical possibilities.

To Influence NF:
Present the big picture, and demonstrate how your proposal will impact peoples lives, values and
feelings. Help the other person realise their vision.

Adopting Personality Types

As a final note, please remember that people with the same or similar personality types tend to
get on well together, establish rapport quickly and communicate well together.

However the more different your personality types are, the longer it will take to establish rapport
and the more difficult it will be to communicate effectively.

It is therefore in your best interest as a persuader to identify a person’s personality type, and
“adapt” yourself to be more like the person you are trying to persuade/influence.

Famous Personality Types

Here are some personality types of various famous people throughout history. If you would like
more information on personality types, please see this personality website.