When we talk to someone, we often feel that communication is more effective if we are “on the same wavelength” with them. If they “get it,” we feel empathy and trust. We’re more likely to believe their statements or even buy what they’re selling. While this trust and empathy come from good communication, good communication is more than just content. It depends not only on what is in the message, but also on how the message’s content is delivered — in particular, how well the message’s delivery style matches the way the listener (or Web site visitor, or customer) thinks. We call these thinking styles “cognitive styles.” They define how people process information.

Some people are analytical and want to take messages apart and study each component in depth, while others look holistically at the message and react to it. Presenting an analytical case to someone who processes ideas holistically is not likely to be effective, and vice versa. Some people are deliberative and want to carefully consider ideas, while others are impulsive and “go with their gut.” Some people think with pictures, while others process information in words. Matching your presentation to the cognitive style of the Web site visitor or customer is critical for success, especially if you are trying to persuade that person to buy your product.

Good salespeople have known this for years, of course. The best ones carefully diagnose how the client thinks and then modify their pitch to match the customer. This sales approach, often instinctive, enables the salesperson to vary the presentation of information depending on the cognitive style of the customer.

Now, through Web site morphing, the Internet is beginning to do the same.

Morphing