Marketing To The Four Personality Types

Network Marketing

There are four primary personality types that you will be marketing to. In 1921, Dr Carl Jung wrote the most detailed book ever on this subject. He called the four personality types Feeler, Sensor, Thinker and Intuituve. Later, Florence Littauer named them Phlegmatic, Sanguine, Melancholy and Choleric. That’s rather dry, so I prefer to use colors to help me remember them.

They are Yellow, Blue, Green, and Red.


Yellows make up 35% of the population. They are nurses, schoolteachers, UN workers, firemen… the nurturers. They give from the heart. They don’t have time for themselves, because they give to everybody else.

How to Sponsor A Yellow

Yellows don’t want to be sold. They don’t like pushy, aggressive salespeople. They prefer a slower pace. We will contain our excitement and lower the volume. Yellows see excitement as hype, you trying to sell them. Don’t tell a Yellow about making $10,000 a month, because it will turn them right off.

Instead, visit with them. Skip the business. Talk about their family, their kids, their vacation.

Yellows cannot work in stair step breakaway-type compensation plans. They have to be in a plan where you can put people under people, and people under people. They’re best in any kind of “infinity” plan that pays them to work deep, deep, deep.

They’ll never be happy in a unilevel or a stair step breakaway plan where you put 5 people on your front line, until you hit a certain volume amount, then you put another 5 people on your front line, etc. Success in this type of plan requires all your time spent on massive first level recruiting. This doesn’t work for Yellows.

MLM industry stats show the average network marketer only ever sponsors 2.7 people. So if your Yellow sponsors 4 people, but they have to go 5 wide, then they haven’t done anything. But at 2 or 3 wide, then they can put 1 of their 4 under somebody. And other average people can sponsor 3. So now you have some spillover. And then here and there you get a serious business-builder who sponsors 8 or 10 people a month, and you get some more spillover. When more people work together, you get more synergy. So THAT compensation plan works great with the Yellows.


Blue’s just want to have fun. They’re 15% of the population. They’re always in a sales business of some kind. They jump from program to program to program looking for fun. These are the planet’s most creative people.

A Blue sees the big picture instantly. They don’t need or want all the details. Blues can eat an elephant, but not at one meal.

How to Sponsor A Blue

They’re the same as Yellows as far as the comp plan. In the same comp plan, they can go deep, to create massive spillover and a lot of stuff happening quickly for them. That gets them excited, and they’ll stay in the business.

With a Blue, talk excited, get excited. Talk about going scuba diving, sky diving, having fun, fun, fun. That’s what they want. “Hey, when you meet me at the airport, I’ll be wearing a Hawaiian shirt. You’ll know me. I’ll have a big, funny hat on”. That’s what they want to talk about.

They’ll talk about vacations & family, but most of all they want to talk about fun things to do.


Green’s are 35% of the population. They’re the analytical people. They analyze it to death. They’ve missed millions of dollars in opportunities because they analyzed it too long.

Green’s can take Blue’s idea to the next level though. They work well in any type of complicated compensation plan. They like to figure out the Super Star Space Cammander bonus that’s paid out on the 3rd, 9th and 12th levels, every other full moon.

How to Sponsor a Green

Green’s believe they’re the smartest people on the planet. With a Green .. in 2-3 minutes, you’ll know you have a Green. They want ALL the details.

You are NOT going to sell them. Don’t even try. They have to sell themselves. They’ll go to the web site, they’ll listen to the conference calls. Then they’ll go to the next website and the next link. If you have 27 links on the website, they’ll go to everyone. They’ll read all the testimonials, all the articles.

Enunciate all your words correctly for a Green. Don’t speak to fast. Don’t speak too slow. Be upfront. Give them all the information. Answer all their questions. Give them more websites to go to.

If you call in the meantime to answer questions, they will be abrupt. They see that as you being pushy. Let Greens analyze the information at THEIR pace.

In a week or two (or three), they’ll call back for more information or ready to start. They’ve sold themselves; decided this is the perfect business.

Greens want to feed a Blue the elephant in one meal. And that’s the way the Green will build the business.


Red’s are 15% of the population. They are money-motivated, money focused. Don’t bother talking to them about your family or your vacation. They don’t care.

They know if you get married, you’re supposed to have kids. If you have kids, you’re supposed to go on vacation. End of story. Don’t want to talk about it.

How to Sponsor a Red

They want to talk about the money, the money, the money.

Reds do well in a stair step breakaway compensation plan, because they think network marketing is a sales business. For them, it’s sell, sell, sell. In a stair step plan, they can put 5 people on their front line. If only one produces, they never go back and put somebody underneath them. They’re just looking for producers, somebody who will build, build, build.

The Red knows that once that first productive person in the first group of 5 hits $50,001 in volume, they’ll then breakaway. And that Red’s override drops from 15% to 5%, because the other 10% goes to the person that built it.

That’s fine for a Red, because they understand their job is to find another Red and keep getting those 5% retentions. For them, it’s a sales business.

Red’s are the corporate CEO’s, the “get-the-job-done” people, the ones everyone in network marketing is looking for. But it’s a fallacy. Red’s are just 15% of the population, and they are absolutely not coachable. They have the biggest egos. They order people around. It works in corporate America, but not in network marketing.

When a Red demands that people get on conference calls, he drives his people away.

On the other hand, Reds are well-connected. You want to sponsor Reds because they’ll put you in contact with powerful people. They know business owners, governers, leaders. So target Reds. But don’t dare think you’re going to coach them or mentor them or tell them what to do, because it’s NOT going to happen.

Let them do it themselves. You really have no choice anyway.

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