You can connect with thousands of visitors to your site by understanding only four modes of persuasion.

imageCommunicating is connecting. If you’re communicating successfully, each of your readers will feel that you are writing directly to them.

I’m going to introduce you to a method of writing that will forge strong connections with your readers.

You will understand your readers when you understand the four “Modes of Persuasion.” Every visitor fits into one of four modes, and, as will see, each mode describes a different way of connecting. If you can master each of these modes, you can effectively draw anyone closer with your words.

The Four Modes of Persuasion

Each of your visitors will come in one of four modes: Competitive, Methodical, Humanist, or Spontaneous.

COMPETITIVE visitors are looking for information that will make them better, smarter or more cutting-edge. Use benefit statements and payoffs in your headings to draw them into your content.

METHODICALS like data and details. Include specifics and proof in your writing to connect with them.

HUMANISTS want information that supports their relationships. They will relate to your writing if you share the human element in your topic.

SPONTANEOUS visitors are the least patient. They need to know what’s in it for them and may not read your entire story. Provide short headings for them to scan so that they can get to the points that are important to them.

When you understand that every visitor consumes information differently, you can build empathy with more of your readers. In time, your content will appeal to a wider audience making your Web site more enjoyable and accessible.

You can learn more about these four Modes of Persuasion in the book Waiting for Your Cat to Bark? by Bryan and Jeffrey Eisenberg.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

The following two tabs change content below.

Brian Massey

Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.
2 replies
  1. Mary Luketich
    Mary Luketich says:

    I really enjoyed your presentation, and I agree RISE was an awesome event! I find I need to completely revamp my website now.
    Sure would appreciate some pointers from your expertise.
    Really like your blog, too.

    Reply
  2. The Conversion Scientist
    The Conversion Scientist says:

    Mary,

    As the former president of our HOA, I can appreciate what you’re trying to accomplish with HOAWiki. I also can appreciate your challenges.

    You are going to appeal to a very small slice of the HOA market. You have got to get very clear about who you’re targeting. For example, your home page has to say right up front “For the neighborhood that isn’t afraid of technology” or “A tool for High Tech HOAs.”

    Feel free to email me anytime with questions. Contact info is here.

    –Brian

    Reply

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *