23. Jul, 2020

Personality & The Structured Word

Over the past few weeks we have explored our R+D+A+S decision-making model. This BLOG explores cementing that relationship using the written word under the heading S for SUPPORT.

Though the construction of highly effective group presentations as well as the written word share application, this BLOG concerns itself with the written word i.e. text, email and letter.

Few writers consciously consider the personality of their reader viz. COOL/TELLER; WARM/TELLER; COOL/ASKER; and, WARM ASKER. Consequently, research reveals a whopping 99% of unsolicited written communications tend to be ignored!

Though it is an advantage to perceive the personality of your reader, the power behind the following paragraph sequencing is that you can write to unknown readers, with greater effect, too!


The four Primary Personalities are identified by laying two dimensions at right angles to each other. The vertical dimension represents Assertiveness, meaning the perceived intention of someone to control the thoughts and actions of others; and, the horizontal dimension represents Emotiveness, meaning the perceived intention to control one’s own thoughts and actions when with others.

  • Assertive personalities are proactive. They want to get on with things immediately. Whilst, non-assertive personalities are far less in a hurry.
  • Emotive personalities are ruled by their heart. They ‘feel’ things. Whilst, non-emotive personalities are ruled by their head. They ‘think’ things.

With the above in mind, the written word may be structured to appeal to all four personalities within the same correspondence. This means you can format a template to be edited with specific information pertaining to an individual reader.

The following sequence and content headings aims to accommodate all primary personalities: 

Your Opening Paragraph ~ the least patient and most demanding personality is the Cool / Teller who is high assertive and low emotive. The Cool / Tellers attention span is targeted and needs to be captured quickly. The use of a bold strapline together with a bold postscript captures the Cool / Tellers tendency to clip and crop a letter with their eyes. Remember, the Cool / Teller is interested in results or WHAT is in it for them, so this paragraph should get to the point quickly. 

Your Second Paragraph ~ needs to accommodate the interactive Warm / Teller who is high assertive and high emotive. They want to enjoy the experience and, knowing WHO else has benefited from your idea, product or service tends to win them over. With prior permission, you can name an intermediary or two. Offering an anecdote is also an effective way to amuse the Warm / Teller.

Your Third Paragraph ~ needs to accommodate the cautious Cool / Asker who is low assertive and low emotive. The Cool / Teller wants the pros and cons, the ins and outs of the entire process. Overview HOW your idea, product or service works. This paragraph will be the longest of the four, however, rather than writing an essay that will disenfranchise high assertive personalities, save deep detail, facts and figures for attachments and links.

Your Final Paragraph ~ needs to accommodate the most patient of all the personalities, the supportive Warm / Asker, who is low assertive and high emotive. The Warm / Asker needs constant reassurance. They need to feel you care. They need to know WHY your idea, product or service will work for them as well as those they care about. With prior permission, mention others they know, which may include families, friends, employees, work colleagues and customers. 


In the following order, strive to satisfy the WHAT, the WHO, the HOW, and the WHY.

To explore this paper, text 0044 7900 251258 or email info@uetp.co.uk

Next week we shall explore using Primary Personality to effectively present to a live audience.

Complicated IS Easy! Simple IS Hard!