MBTI, marketing strategy, and my USP

Strategy and Tactics defined

On his “When tactics drown out strategy” blog post, Seth Godin briefly describes the difference between tactics and strategy. But lots of people are confused about exactly what strategy and tactics entail. So here’s a little help from wiseGEEK:

Essentially, strategy is the thinking aspect of planning a change, organizing something, or planning a war. Strategy lays out the goals that need to be accomplished and the ideas for achieving those goals.

Tactics are the meat and bread of the strategy. They are the “doing” aspect that follows the planning. Tactics refer specifically to action. The tactics themselves are the things that get the job done.

For example, to reference Seth’s blog again . . .

Building a permission asset so we can grow our influence with our best customers over time” is a strategy. Using email, twitter or RSS along with newsletters, contests and a human voice are all tactics.

Everybody got that? Now hold tight to that thought while we go waaaaaay over here to discuss something that looks irrelevant but is actually very crucial.

Myers-Briggs Type Indicator (MBTI) and Keirseys’ 4 Temperaments

Myers-Briggs Type Indicator? MBTI? You’ve probably heard of it. You’ve probably taken the test when applying for a job or doing some sort of training for work. So what the heck is this thing and what do those letters mean?

In brief, the Myers-Briggs Type Indicator is a personality test that describes where you focus your energy, the way you gather information, how you make decisions, and the way you deal with the outside world. You can find more information about the basics of MBTI here and here.

David Keirsey’s 4 Temperaments

David Keirsey went a little further with MBTI, describing 4 temperaments based on how people communicate (abstract or concrete) and how they act (utilitarian or cooperative). They are: Guardians, Artisans (, Idealists, and Rationals.

In his research, Keirsey estimated that Guardians make up 40 to 45% of the US population. Artisans take up a good 30 to 35%. Idealists, 15 to 20%. Rationals make up “as little as 5 to 10%” of the population.

Each temperament specializes in a particular kind of intelligence. Guardians are the logistics intelligence experts. Artisans have natural intelligence in tactics. Idealists specialize in diplomatic intelligence. And Rationalists – strategic intelligence.

So let’s connect this with Seth Godin’s point about marketing, strategy, and tactics. The situation is basically this: 5 to 10% of the population has a natural flair for strategic thinking – the kind of thinking that should be at the foundation of all marketing efforts. But 70 to 80% of the population is oriented toward tactical and logistical (ie, “what we do right now”) operations.

Essentially, for most people, strategic thinking is not their first step in determining their marketing efforts. Is it any wonder that so many marketing efforts fail . . . and fail . . . and fail?

INTJ (aka my type of person)

I tested strongly as INTJ both as an adolescent and as an adult  every time I took the test. In Keirsey’s temperament sorter, I’m one of the Rationals. My type, in particular, apparently represents only 1 or 2% of the US population.

Of course, as an INTJ, how I express my Rational temperment is unique. In particular, I use my strategic intelligence for planning. Keirsey calls us INTJs Masterminds, which is soooooo cool because it has a sort of supervillain ring to it, and I always wanted to be a supervillain when (if?) I grew up. But in less mythic terms, it means I like working with complex systems to realize a vision.

In other words, once I get my henchmen, I’m taking over the world. Mwahahahaha!

So what does this mean for me and my SEO copywriting efforts?

Mainly this: I’ve been working on a scale that’s too small.

If my strength is strategic, Big Picture intelligence, I’m not making the most of my talent if I focus my energy on tactics (what tasks to boost SEO) or logistics (how to complete the tasks). If I’m good at identifying and solving hidden problems, why am I not doing more of it?

Am I giving my clients the best value for their money by emphasizing copywriting over marketing strategy? Probably not. Am I undermining my earning potential by putting myself into the SEO copywriting box instead of expanding what I can do to include SEO copywriting? Most likely. Do I limit my capacity for professional fulfillment by not making the most of my best traits? Yeah, duh.

So what now?

The obvious decision: redefine what I do and for whom. Not in terms of what people say they want, but in terms of what I’m good at and like to do. And it’s not SEO copywriting. By the time people come looking for an SEO copywriter, the fun part’s already done. The time for me to make my biggest contribution is gone. So I need to get in their earlier, or perhaps at a crucial interval, to really show my stuff.

And my professional statement should reflect the strategic thinking that comes naturally to me.

I’ll refine this in a future post, but the gist of it is . . .

I solve the hidden problems in your Web marketing strategy.

Special thanks

Michael Port’s Think Big Revolution. Took long enough, but it’s starting to sink in.

Been a long time (and a word about SEO)

I know it’s been a long time since I last posted, but I haven’t forgotten about you!

I’ve been really busy with a big project (amongst other things), so I haven’t had as much time to devote to this blog. Once the website I’ve been working on has launched, I’ll be sure to show you the results here.

Without giving too much away, I’ve been working on SEO copy for a large catalog-type website with multiple levels of copy – from microcopy to full web pages – and boy have I learned a lot!

Here are just a few things I learned to keep in mind. The running theme is – don’t forget the basics! With SEO (as with a lot of things), it’s easy to ge tcarried away by the things that seem more complex. It’s easy to ignore the foundations because they aren’t flashy, hi-tech, or cool. But I guarantee that 99.9999999999999% of the time when something you try doesn’t work, it’s because you’re overlooking something simple yet essential. Like solving a calculus equation – it’s the arithmetic that trips people up. So, on to the specifics:

1. Focus on the content.

Do a search for SEO, and you’ll get tons of people talking about ways to “trick” Google into putting your site above others. People are spending a lot of time and money analyzing every aspect of a website to figure out how to outmaneuver Google. It’s a veritable Gordian knot. But truthfully: the best way to boost your Google ranking is to have relevant content that lots of people look at. The trick to SEO is showing people that you have relevant content.

2. Pick clients who know what they’re paying for.

SEO isn’t difficult. It’s not hard to learn the basics. It’s not hard to apply what you’ve learned. The consequences for getting it wrong isn’t high – nobody loses life or limb. What SEO is is time-consuming. It’s like anything else people can learn how to do – you need to devote the time to do it.

When you’re running a business that is not Search Engine Optimization, the time clients would spend learning how to do it is better spent building relationships with customers and improving their products and services. And successful clients are the ones who really don’t have the time to learn the ins and outs of “that SEO stuff.” Yes, expertise is important, but your expertise isn’t all the client is paying for. Know what my favorite clients liked best about me? I gave them solid work on time. That’s it. You won’t believe how easy that is to mess up.

3. Always keep learning.

I said something like this before. But the more I go through life, the more I’m beginning to believe that true professionals are seeking ways to get better at what they do. True professionals desire growth – and not just in profits. In this age of instant information, stasis is death. If you sit around thinking you already know enough, sooner or later the world leaves you behind. Look at the businesses that succeed – and the ones that fail. Look at the ones that grow versus the ones that shrink. It’s not coincidence.

Someone who gets it – Earthquake Media

“We believe that the best way to engage your customers is to understand how they consume media. Your message can only be effective if the right people hear it.”

And you’ve gotta read what they say about vital (not viral) marketing!

Back in business for 2009

I’ve been away at home for Christmas and the New Year. I’ll be back early next week with more!

Review: I’m a PC. But I’m not ‘PC’

Go by Union Square on your way to the L train, and you’ll see a really interesting advertisement for Microsoft Windows. It has a clean-cut White guy, and the copy says, “I’m a PC. But I’m not ‘PC’.”

I’d like to take this moment to say . . .

The person who OKed that should be fired.

That’s all I’m saying about it.