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How to Appeal to People Who Have Different Sensory Preferences?
By Steve Tsai, Managing Editor, Internet Journal

This article is the second of the series on how you can increase your conversion rate.
In face-to-face selling, when selling to committees or groups, make sure to use visual, auditory, and feeling-action words. The reason is that there will likely be all three kinds of people in the group. This will keep them interested.
This same advice applies to web pages as well, because visitors can be any of the three types.
Therefore, you should use visual, auditory, and feeling-action words. Trigger the senses of the visitor, she will keep reading. Triggering the senses is a mark of great poetry and great sales communication.

Examples of appealing to the visual visitors:
1. For visual visitors, use charts, graphs, photos, drawings, virtual whiteboards. A picture to them is worth more than a thousand words. Instead of saying how profits will go up or costs come down, paint them a vivid picture.

2. Here are some examples of visual words in sentences:

    Is that clear to you?
    Does that look good to you?
    Let me show you how it works.
    Just imagine yourself wearing this beautiful clothes.

3. Close visually. Use visual images to summarize benefits or a video clip to call up visual images.
Dress for success is very important when communicating with visual people. In a website, that mean the color combination, page layout, fonts, white space, and details must be pleasant to the visuals. Pictures, videos should be shot with great visual effects.

Examples of appealing to the auditory people

1. Use stories and metaphors with auditory visitors. Since they think with words rather than pictures or feelings, they are strongly influenced by testimonials. Quote the endorsement word for word.

2. Have an audio clip with changes in tonality, pitch, volume, and speech rate to verbally punctuate your most important points. Auditory thinkers pay as much attention to How you sy it as to what you say.

3. Use auditory words. Examples:

    Does that sound good to you?
    Does that ring a bell?
    Are we in harmony on that point?
    Do I need to amplify the benefits?

4. Give auditory visitor to call or listen to an audio clip.

Examples of appealing the feeling-action people

1. Use physical, action and emotional words. Examples:

    How do you feel about our offer?
    Are you comfortable with these options?
    Shall we run with the order as it is?
    I want to get a handle on your exact requirements.

2. Since it is less likely the visitor can feel or touch your product, you can have video clip that shows people feel and touch your product. This will transmit that sense to the feeling-action visitor.
Invoke emotional feelings when you close them. Use emotional laden words to arose their feelings.

In part 3 of this series we will discuss how to use stories and metaphors to appeal to auditory, visual, and action-feeling visitors.

About The Author
Steve Tsai is the Managing Editor of the
Internet Journal Internet Journal provides the insights and analysis on Internet marketing, eCommerce, mobile communications, eSecurity, and global e-Business. If you have any comments about Internet Journal, please send email to


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