1. Belonger
The Belonger is the largest group of people in the USA with about 40% of the population. The stereotype that fits this group best is the person that lives in an average town in the Midwest. This group loves community, loves being with family and friends. This person needs to belong to a group, a community. These people frequently drive US made pickup trucks or large US made sedans and station wagons. They are very nationalistic, and don't like change. Their best time is spending tim with their friends, talking, having fun, hanging out. They are hard working, and are extremely conservative in their views, and most likely religious. If you don't want Belongers to listen to you, start talking about the New thing, the radical change, the new European or Asia cure to their problems, made in that foreign country, that is going to make them all individuals, isolating them, breaking them apart. Belongers hate that.
2. Achiever
The Achiever is a group of about 5-7% population. This is the serious businessperson that is constantly looking to become more, and to make more. Power and physical wealth is the major stimulator that makes this person perform day in and day out, 12-16 hours a day, 365 days a year. Workaholic is frequently an apt way of describing these people. This type will drive the Lexus, BMW, Mercedes, Hummer, Porsche, and high-end luxury cars. When they go shopping, it will be a seek and destroy mission because they hate shopping. They will grab the three things they want, quickly charge it to their card, and back out, and they will always buy the top of the line, latest in technological advancement, anything that their neighbor does not have. If you don't want Achievers to listen to you, talk very slowly and disjointed, about how this is the conservative tried and true way that is the socially conscious way of solving the worlds problems, and how it will make them become part of the group, part of the community. They don't hate it, simply because Achievers will already have stopped listening to you in the first five seconds.
3. Emulator / Wanna Be
The emulator is a group of about 15% of the population. This group would love to be an Achiever, but isn't. The emulator will try to do anything to make himself look like an Achiever with the goal of attracting the opposite sex or approval within their peers. They will buy the flashy foreign imports or local copies because they can't afford the true luxury cars, but these look expensive, look fast, and will attract attention. Fake Rolex watches, copied Parda and counterfeit Armani suits can be spotted on these people. If you don't want Emulators to listen to you, just tell them how good they are naturally, and how they should be proud of what they are and what they have, and that they don't need anything else. Emulators will not believe you.
4. Needs driven
Finally we end with the needs driven individuals, accounting for about 15% of the population. These are people that buy on impulse and instinct, depending on what they need at the time. The interesting part is that, even though this part of the population is frequently poor, they will often buy goods at a surcharge because instead of doing the weekly shopping trip to the supermarket where things are cheaper, they will buy things last minute at the corner store. Another curious thing about this group is that they will frequently flash large amounts of money around, even if it is only a bundle of one-dollar bills with a twenty on the outside to make it look good. If you want to talk to this group to sell them something, it's quite easy, you simply use fear. Impulse buying on late night television that runs along the lines of "take advantage of this great offer because it will never come again and you and your friends will hate you forever for being such a looser and you will forever be poor and insignificant! have your credit card ready and call 1-800...
