How you speak says volumes about who your disposition, your personality. In fact, the ‘origin’ story for the Big Five (OCEAN) started with the supposition that our individual differences are reflected in the words we use.
So, it stands to reason that I can decipher your personality by analyzing the words you use in conversation.
Why does this matter to fundraising? If Personality determines the words I use, doesn’t it stand to reason that it’ll influence whether I pay attention to the words you want me to read/hear?
Researchers at a firm called Receptiviti did an analysis of the Q&A session of earnings calls between analysts and Elon Musk and separately, GM CEO, Mary Barra.
Musk and Mary Barra are completely opposite; he’s high on Neuroticism (right hand chart), low on Agreeableness.
People high in Neuroticism tend to be impulsive, stress-prone, aggressive, melancholy and self-conscious.
People low in Agreeableness tend to be untrusting, uncooperative, untrusting and lacking empathy.
Sound like any electric car, spaceship, social media platform CEO’s you know?
This is a made up but very accurate example of the kind of answer Elon would give to an earnings call question and is straight out of central casting for Low Agreeableness, High Neuroticism.
Analyst Question: Elon, there have been reports about increasing competition in the electric vehicle market. How does Tesla plan to stay ahead of its competitors?
Musk Answer: Look, competition is everywhere, and it’s annoying. But we’ve always been the pioneers, and we won’t back down. We’ll keep innovating, even if it means pushing ourselves to the limit. It’s not easy, but we won’t let anyone take our spot at the top.
Again, why does this matter to fundraising?
If Personality determines the words I use, doesn’t it stand to reason that it’ll influence whether I pay attention to the words you want me to read/hear?
We can append Personality to your data file and give you cheat-sheets on how to talk to each Personality type.
This means you can start writing with words that match reader Personality and greatly increase the chance it’s read, agreed with and acted on.
Email me directly, kschulman@thedonorvoice.com if you want to ask questions and learn more.
Kevin
