Conversations on Website Conversion discussion

Changing how you communicate isn’t just about changing what you say or even how you say it—at the heart of it, you can only really change the way you communicate by changing the way that you think. You have to learn to approach things from other angles, and how to see what the customer would find valuable about your product. Though this sounds like advice for your personal life, communication is all about the other person. The burden in on the speaker to make what they say interesting and (most importantly) relevant to the listener.

On page thirteen, the book lists two reasons why a person might pick up this book. In either case, you are looking to improve the way that your communication is received by listeners/readers/websurfers. What aspects of your communication aren’t being as well received as you would like? Since the strategies and topics in our book are also relevant in everyday life, these can range from trying to talk with your children, manage your employees, or putting out an advertising message.

It really is a change in mindset. I really like reading this book because it's challenging me to create new habits with my thinking. By purposely thinking about the person "on the other side" of the conversation it makes everything that I communicate more relevant; haha and most likely the other person will listen and engage more. Both sides benefit!

As an email marketing manager I often use the click-stream analysis and revenue to demonstrate that it is not me nor my opinion that is requesting an editorial or marketing change - rather the customers are showing us what they prefer. We may not like the fact that they like the cheesy baby image over the sophisticated image, but if we want to please them and maintain a healthy bottom line, we'd better find more cheesy baby images and communicate in the customers' preferred language.