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... To read the complete article, login or sign-up using the form below.