Publication

How to Use the Process Communication Method to Captivate Your Audience

Foreword (written by Stéphane Jambu)
I discovered Process Communication (or Process Comm) not long ago and I am convinced that this method is particularly effective.
I therefore asked Thomas Vicrobeck (an intern at Hi-Commerce between April and July 2021) to show us a concrete and detailed example. Thomas is the author of this page.

The Trigger

Less than a year ago, I attended a conference that shook me to my core. When I got home, I felt stupid. How could I not have seen it coming? This world has no limits! As an e-commerce merchant, I have always been well-meaning towards my customers. Naively, I never imagined that such a level of manipulation was being used by companies to convince and attract new customers.

Beeeeeh… Today, it’s impossible to turn a blind eye. I realise that in the eyes of many companies, we are nothing but simple sheep waiting to be manipulated. But how do they do it?

They use Process Communication. This tool allows them to deeply understand people’s needs. They can then adapt their message depending on the personality type they wish to convince. Some will call it an art, others will call it manipulation — choose your side.

For my part, once I understood this, I went through 2 intensive weeks of training so that I could, myself, write a web page that convinces and retains customers. The biggest companies keep growing and retaining their audiences through Process Communication, so why not me? Will I get the same results?

Forgive me in advance because I am manipulating you right now if you’re still reading this article.

On average, your brain only needs 3 seconds to decide whether to stay on a web page or not. For this reason, it is essential to visually communicate the most important elements through design. The objective is to spark your curiosity. But what will push you to read this article to the end is specific content tailored to your personality.

In this short introduction, I had to slip in several elements that allowed me to hold your attention up to this point. But how did I do it? Did you notice?

Concretely, there are 6 personality types. Each personality groups together characteristics that we all have within us, but which manifest more or less depending on our upbringing and life experiences. In total, 5 main communication channels stand out with the aim of better convincing each personality type.

Now, take a deep breath and ask yourself the following question: How can I better influence and retain my audience? Do you want the answer? Fantastic — here it is. You need to identify and understand the personality of your target customers in order to better convince them in your messaging. You will more easily win them over.

To do this, let’s address Process Communication together in an organised and concrete way by dividing it into 3 steps:

• Process Communication: The 6 personality types
• Process Communication: The 5 personality parts
• Process Communication: The 5 communication channels

In total, 16 elements to understand so that you can, in turn, perfectly adapt your message to your audience. Brilliant!

And yes — after manipulation, it’s time for mutual support and generosity. You will find in this article everything you need to manipulate brilliantly! (You may be able to identify the phrases I use in my introduction to immediately connect with certain personalities)

I wish you an enjoyable read.

Process Communication: the 6 personality types

The Workaholic

« As usual, we’re not going to start on time »

If you want to become friends with the Workaholic, hold on tight! Allow them to have interesting discussions with you and they will be the happiest person in the world. However, be careful not to take up all their time.

Indeed, when you address the Workaholic, do not beat around the bush — they don’t have much time to spare. Their perception is very structured; they think a great deal before acting. They constantly research, analyse and synthesise facts.

In my opinion, you won’t have much of a laugh with them, but they do have their strengths. They are responsible, organised and thoughtful. The Workaholic constantly uses their capacity for logical thinking. This allows them to easily synthesise and integrate ideas.

One existential question follows them daily. They constantly ask themselves: « Am I competent? » Getting organised and producing — that’s what they wake up for every morning!

Two main elements motivate and satisfy them on a daily basis:

• Being recognised for the quality and quantity of their work
• Planning and managing their work time

For them, the secret to success is to work, think clearly, be logical and structure their time. They need to project a perfect image of themselves to others in order to feel valued.

At the office and at home, they will remain organised, functional and orderly. Beware! They tend to become rigid about schedules and deadlines and to criticise others for lacking competence. They like to over-control things.

To summarise, the Workaholic has value if they are perfect. They focus enormously on details and tend to want to over-control things. By wanting to do everything themselves, they often push others away. The Workaholic hates wasting time. Communicate with them by basing your message on facts and logic. They generally use superfluous and technical words.

Examples from my introduction:

• « Your brain only needs 3 seconds to decide whether to stay on a web page or not »
• « Concretely, there are 6 personality types »
• « Let’s address Process Communication together in an organised and concrete way by dividing it into 3 steps »

The Persister

« Where’s the agenda for this team meeting??? »

Do you want to become friends with the Persister? In that case, carefully respect their convictions and values. They are naturally devoted, observant and conscientious. They won’t hesitate for a second to assert their opinions, beliefs and judgements.

Every day, this existential question guides their choices: « Am I trustworthy? »

In the morning, 2 things get them out of bed:

• Recognition for their commitment to work
• Recognition of their convictions and opinions.

For them, the secret to success is to be conscientious, to respect the rules, to adhere to great moral principles and to contribute to the advancement of humanity.

You’ve got it — the Persister needs to feel respected and to know that their opinion is sought. But be careful not to become too overbearing! Indeed, they tend to lecture others, push their opinion too insistently and eventually impose it. They focus on what is going wrong and ask complicated questions. In extreme cases, if they don’t feel respected, they may abandon you.

Ultimately, to convince the Persister, communicate with them by basing your message on opinions and convictions. In their eyes, you will have value if you are aligned with their convictions.

Example from my introduction:

« I have always been well-meaning towards my customers »

The Empath

« It’s lovely to see you again, I love catching up with you »

Now for the Empath — the most lovable of all, the favourite. Promise me you’ll be kind to them! The Empath perceives people and situations through emotions. They are naturally compassionate, sensitive and warm. They are gifted at creating harmony in relationships and giving to others.

To feel good about themselves, they act according to their existential question: « Am I likeable? » As a result, 2 things are essential for them:

• Harmonious working conditions
• Building relationships

For the Empath, the secret to success is to take care of others and be sensitive to their emotions. They love surrounding themselves with warm and attentive people. The Empath wants to please those around them to feel that they have value.

They need to receive attention and evolve in a pleasant environment. At the office and at home, they are warm and intimate. Guided by their emotions, they are prone to making involuntary mistakes that undermine their credibility. Their behaviour generally attracts criticism from others.

But how do you convince the Empath? Here it is! You must persuade them by basing your message on emotions and feelings.

Examples from my introduction:

• « When I got home, I felt stupid »
• « Fantastic », « Brilliant »
• « Let’s address together », « time for mutual support and generosity »
• « I wish you an enjoyable read »

The Dreamer

How would you describe the Dreamer in 5 words? Head in the clouds? Possibly, but don’t underestimate them too much! Indeed, the Dreamer focuses mainly on reflection and imagination. They are naturally imaginative, thoughtful and calm. However, keep an eye on them. Their thoughts generally need to be channelled to enable them to take action.

Their choices are guided by an existential question they ask themselves: « Am I wanted? » Thus, two things are essential for them to flourish:

• Having time to think deeply
• Having access to their inner world

The Dreamer likes to receive directions, provided they can then work alone. They prefer to evolve in a calm, restful environment that invites serenity. They surround themselves with people who respect their privacy and space. To feel valued, the Dreamer needs people to recognise their capacity for proposing ideas.

For them, the secret to success is to remain calm and thoughtful in every situation and to take time for themselves. They need those moments to isolate themselves and reflect on life and abstract things. The Dreamer therefore naturally needs their little moments of solitude — but be careful not to overdo it! The risk is that they withdraw for an extended period and are no longer available.

To capture the Dreamer’s attention, base your message on an invitation to imagine.

Examples from my introduction:

• « So why not me? Will I get the same results? »
• « But how did I do it? Did you notice? »
• « Take a deep breath and ask yourself the following question: »

The Promoter

« Give me this week’s results »

Give them any challenge and they will try to take it on. Tell them something is impossible to achieve and they will do everything to get there. The Promoter immediately perceives what needs to be done. Their backpack is full of resources, and they are adaptable and charming.

This crafty individual could not live without testing, innovating and moving forward.

An existential question follows them in their decision-making: « Am I alive? »

If they get up in the morning, it’s to take on new challenges and be admired for their achievements.

At the office as at home, they live in an environment « that makes a statement ». They are generally surrounded by cutting-edge technology.

The Promoter needs excitement. They love taking risks without putting themselves in danger, practising high-adrenaline activities and enjoying life without waiting. They never stop seizing opportunities. For them, the secret to success is to do many exciting things and use their charm. They prefer to surround themselves with people who love thrills. Their personal space must reflect their success — they adore luxury.

However, beware! The Promoter tends to manipulate and stir up trouble. Their personality drives them to ignore and break the rules. For them, you have value in their eyes if you are strong. Thus, to convince the Promoter, base your message on action and its benefit.

Examples from my introduction:

• « How could I not have seen it coming? »
• « 16 elements to understand so that you can, in turn, perfectly adapt your message to your audience »

The Rebel

« Hey everyone! How’s it going? »

The best for last! You’ll see — the Rebel is a gem! But what makes them so special? See for yourself.

With the Rebel, there are no two ways about it: either they like you or they don’t. They are naturally spontaneous, creative and playful. You won’t find anyone better at living in the moment and enjoying it.

Their choices are guided by two existential questions they ask themselves every day: « Am I free? Am I acceptable? »

The Rebel needs to have fun while working and to be free to do things their own way within whatever framework exists. They get up in the morning to find companions to work with in a spirit of camaraderie. They love surrounding themselves with creative, fun and independent people.

For them, the secret to success is to be themselves, do what they feel like doing, have fun and be creative. They prefer to evolve in a surprising, original and fun space. At the office and at home, they live surrounded by gadgets, games, posters, music and original lighting.

The Rebel is playful — very playful, especially when they get out of bed on the wrong side. Indeed, they will spend their time provoking, blaming and grumbling. When they get going, they become insufferable. They generally invite others to do things for them by inappropriately delegating. But that’s not all — the game is just beginning. To really push you over the edge, the Rebel loves to shift the blame onto others or onto the context, and to arrange things so that others get angry with them. By constantly drawing people’s wrath, they often end up rejected.

Ultimately, the Rebel feels valued when their efforts are recognised. Fair enough — but how do you convince them? Here’s the answer. Base your message on play, camaraderie and spontaneous expression.

Examples from my introduction:

• « This world has no limits! »
• « Beeeeeh »
• « We are nothing but simple sheep waiting to be manipulated »

Process Communication: the 5 personality parts

But what is this? A Personality Part is a coherent set of verbal and non-verbal behaviours that we display when we are in a positive life position. And what is a positive life position? It is when we consider each other equals, and are aware of our own value and that of others.

There are 5 distinct personality parts:

• The Protector
• The Director
• The Computer
• The Comforter
• The Emoter

They will allow you to group behaviours into categories. The goal is to understand these personality parts in order to better adapt and target your message to your audience. Let’s explore them together!

The Protector

Their face probably rings a bell, doesn’t it? I’ll give you a clue: « Turtle ». Still haven’t got it? Ask the kids — they’ll find the answer for you! Here is Master Splinter, the father figure of the Teenage Mutant Ninja Turtles. His character perfectly embodies « The Protector », even if at first glance it’s hard to believe.

Indeed, the Protector has a non-critical facial expression. They are open to others and project a look of trust and support. Their body posture is calm but firm. Their tone of voice is also calm and accepting. Getting to the most important point — the Protector uses words that are particular to them. All the orders they give are addressed to one of the five senses. No threats or anger are present.

Examples: « Breathe… », « Listen to me… », « Look at me… »

The Director

With neither raised nor furrowed brows, the Director transmits no facial expression. They stand straight and make virtually no gestures. Their tone of voice is firm, non-critical and non-threatening. They mainly use the imperative, which implies that the interlocutor reflects.

Examples: « Tell me… », « Do… », « Explain to me… »

The Computer

With an attentive facial expression, a straight and calm body posture, the Computer makes virtually no gestures. Their tone of voice is neutral. They mainly use questions posed in a non-emotional and non-critical way to express themselves.

Examples: « Would you like…? », « Is it the case that…? », « What? », « How? »

The Comforter

Easy to recognise, the Comforter has a warm, smiling and gentle facial expression. Their body posture is turned towards the other person. The Comforter’s gestures are rounded and welcoming — they often have their arms open. Their tone of voice is soft, kind and soothing. They take care both in their intonation and in their words.

Example: « I appreciate sharing this lovely moment with you », « I thank you wholeheartedly for welcoming me »

The Emoter

Simple to identify, the Emoter has a lively, radiant and natural facial expression. Their body posture is open, relaxed, fluid and flexible. The Emoter has a bouncy and very energetic attitude. Their gestures are animated and vibrant. Their tone of voice is energetic, enthusiastic and playful. In their speech, they frequently use onomatopoeia.

Examples: « That’s great », « brilliant », « That’s cool », « Fantastic », « I love it »

Process Communication: the 5 communication channels

Here we are on the final straight! Just a little more effort before having all the elements needed to become a master of influence. As Kaa would say, « Trust in me… »

Here, the goal is to identify the communication channel offered by our interlocutor and to use it to communicate with them — always with the aim of better convincing them.

By definition, a channel is a communication register used in a positive life position. It is made up of an emitting personality part (offer) targeting a receiving personality part (acceptance of the offer).

Communication takes place if the offer and the acceptance of the offer occur on the same channel. So let’s explore the 5 main communication channels together:

• Channel 1: The Interruptive
• Channel 2: The Directive
• Channel 3: The Interrogative
• Channel 4: The Nurturing
• Channel 5: The Playful / Emotive

Channel 1: The Interruptive

This channel is used in the event of an emotional crisis (accident, shock…) or to interrupt a miscommunication situation. The « offerer » targets their interlocutor’s senses using the imperative.

For the message to be delivered in the best possible way, the « offerer » must act as a « Protector ». No threats or anger are present; they use words particular to them. (e.g.: listen to me, look at me…)

The offer is accepted in both a calm and non-critical manner, as well as in a soothing way in terms of intonation and word choice. Ultimately, the offer must be accepted by combining 2 personality parts: The Computer and The Comforter.

Channel 2: The Directive

Here, the « offerer » positions themselves as a « Director » and gives orders targeting their interlocutor’s active part. There is neither threat nor anger in their words. The objective is for the offer to be accepted from the Computer. Here, the expected response will be primarily non-emotional and non-critical.

The directive channel should be used when addressing the Dreamer and the Promoter. It is the best possible channel for conveying a convincing message to them.

On the other hand, avoid using the directive channel with the Workaholic, the Persister, the Empath and the Rebel. For these 4 personality types, this channel leads to miscommunication, which then results in a rejection of the offer.

Channel 3: The Interrogative

Within the interrogative channel, the offer is formulated from the Computer. Indeed, the offerer asks questions in a non-emotional and non-critical way to express themselves (e.g.: « Would you like », « How…? »). In return, the offer must be accepted from the Computer — that is, in a calm and neutral manner.

The interrogative channel allows you to convey a convincing message to the Workaholic and the Persister. Indeed, this channel allows them to conduct their own reflection, which is important to them.

On the other hand, avoid using the interrogative channel with the Promoter. Remember that they focus mainly on action and its benefit. By using this channel, you will not capture their interest.

Channel 4: The Nurturing

The nurturing channel enables the transmission of a convincing message from the Comforter to the Emoter. Through their offer, the Comforter demonstrates understanding, empathy and warmth to their interlocutor. The goal of the nurturing channel is for the offer to be accepted in an empathetic and harmonious manner. Concretely, by appearing well-meaning, you convince the Emoter.

The nurturing channel should be used to communicate with and convince the Empath.

On the other hand, avoid using the nurturing channel to convince the other 5 personality types (Workaholic, Persister, Dreamer, Rebel and Promoter) — otherwise you risk coming across as too « soft ».

Channel 5: The Playful / Emotive

Here we are in the final section of the article. Just a few more steps before crossing the finish line!

Let’s finish by discussing the playful / emotive channel. This channel allows a convincing message to be conveyed between two Emoters. The « emotive » offerer targets the spontaneous reactions of their « emotive » interlocutor. The goal for the offerer is to base their message on camaraderie and play. In return, the interlocutor accepts the offer in an enthusiastic, relaxed and spontaneous manner.

The playful / emotive channel should be used to address and convince the Rebel.

On the other hand, this channel remains very limited since the other 5 personality types are not convinced by it (Workaholic, Persister, Dreamer, Empath, Promoter). The others simply aren’t there to play!

Conclusion: your parting gift!

That’s it! You have all the elements to perfectly influence your audience.

However, that’s a lot to remember… You probably have other more important priorities than coming back to re-read this mountain of information.

So, to make it easy for you to come back to this article, here is my Process Communication summary table, especially for you !

Process Communication summary table

Personality types	Psychological needs	Base your message on:	Channel to use	Examples:	Channel to avoid
Workaholic	Recognition for work, Structuring of time	Facts and logic	Interrogative	How? Is it the case that?	Directive Nurturing Playful
Persister	Recognition of convictions, Recognition for work	Opinions and convictions	Interrogative	How? Would you like?	Directive Nurturing Playful
Empath	Recognition for the sensory person	Emotions and feelings	Nurturing	I appreciate / I love / I thank you	Directive Playful
Dreamer	Solitude	An invitation to imagine	Directive	Tell me / Explain to me	Nurturing Playful
Promoter	Excitement	Action and its benefit	Directive	To get this, do that	Interrogative Nurturing Playful
Rebel	Contact	Play Camaraderie Spontaneous expression	Playful	That’s great / Brilliant / That’s cool / Fantastic	Directive Nurturing

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