Have you ever thought about what types of readers you have? Probably they are not only readers, but also watchers and listeners – as you might have pictures and videos prepared for them, too. Each piece of content demands its own kind of text, but they all have in common the longing for elegance and functionality. How can we ensure people are appealed by texts?
People perceive the world differently.
As trivial as this might sound, the implications are not. Let’s take a closer look at three different types of people, as they are distinguished by NLP practitioners. Those groups have different kinds of preferred perception: visual, auditory or kinesthetic.
Visual Perception: The text looks good
Basically, “visual people” like to watch. Their perception of the world is primarily happening in visual terms, so they mostly think in pictures. Their language also describes their inner pictures. But there is more to it: These people perceive information incredibly fast. Naturally, they speak quickly and in a descriptive way (as to keep up with their inner pictures).
How to create a good text for “visual perceivers”? Information should be presented directly, using a visualising language. It also helps to integrate the information in an appealing, i.e. versatile and aesthetic environment (pictures, videos, illustrations etc.).
Imagine yourself …
Let’s see how …
Auditory Perception: The text sounds good
In fact, “auditory people” like to read. Perceiving the world means listening to voices (of others and their own ones), to sound and to words. They like to think about what they say and how to put it, so it takes more time to have a conversation with these people. Also it might be difficult for them to get along well with “visual people” because of their slower pace.
How to create a good text for the “auditory type”? Care for correct grammar, a logical structure and use a wide variety of vocabulary – while talking about pros and cons, to dig a little deeper into a certain topic.
As you might have heard before …
We asked an expert to comment on this question …
Kinesthetic Perception: The text feels good
“Kinesthetic people” like to do and try everything for themselves. They perceive the world through direct experiences. Therefore, reading is not as useful for them as it is for the other types: Since they have to rely on the review or reporting of others, they don’t feel an immediate connection. It would be much better for them to get in touch with a product or service.
As tough as it seems to address these people with words, there can also be an advantage in using certain terms – just because “kinesthetics” have the ability to feel so intensely. If you succeed in choosing the right triggers, you can create a bridge, a memory – a feeling.
Plus: These people respond very well to Call-to-Actions.
Try now for yourself.
Remember, when you were a kid …
Mixed Perception and how to address the Whole Range of People
Of course, this is just a model and reality is much more complex. But it is true that people perceive the world in different ways. This is why there is a clear advantage if you know about these different kinds of perception and address them accordingly.
My recommendation is to find out how your core audience preferably perceives the world (maybe you address mostly auditory people? Or your product should be tasted, so you address the kinesthetic side in people?) and focus on them.
If your audience is broader, address everyone – going from visual to kinaesthetic in your structure – so you catch the fastest perceivers directly and hold on to the more try-it-for-yourself types until the end. Also, use a CTA either at the beginning or at the end of a text.