Deconstructing a Website – Step 4: A Two-Way Conversation One-Way

Bruce Aristeo

Welcome to Deconstructing a Website – Step 4. As I drove the wrong way down a one-way street, my friend who was with me said, “you’re going down a one-way street,” I turned to him and said, “I’m only going one-way.”

In the first three steps of this series, we’ve learned:

Step 1: Colorizing

  1. The role colors play in human behavior
  2. Colors that influence us the most
  3. The colors that represent the most desirable aspects in conveying a message

Step 2: Foundation

  1. The benefits to building your own website, buying a prefab template, hiring a pro
  2. The difficulties in continuing and maintaining your website
  3. The best option in the end for the greater return

Step 3: Creative Space

  1. Creating a space to think and cultivate your ideas
  2. Options in adjusting the environment around you
  3. The three most used stimuli when being creative

This forth step is about creating rich content for your website, it is not as difficult as it might seem. The content is a two-way conversation being presented one-way. You are the authority, and you are the one beginning the conversation with your visitors but, to have a conversation, you must speak as YOU and as the visitors to your website. At this point you’re saying “WHAT?”

Step 4 – How to Say It to Capture an Audience

You come to my website and glance over the content. Interestingly enough, you read about issues that you are having, the difficulties in solving those issues, and the time you’ve expended in searching for answers. I’m generalizing a condition in the last sentence; I am speaking as YOU by expressing your internal experience, and I relate directly to your pain and discomfort. The next step, I speak as me by presenting the products and services that will extinguish your pain and discomfort, and give you the answers you have been searching for.

In short, this process is manipulation, and it is used to mirror the receiver of the communication. This is how it works; if I wish to convince you of something, I have to get you to accept me into your circle of trust – notice how I use the word “you” throughout this article… The best way to do that is to pull you into my circle by relating to your personal experience, hence combining our circles. I have now accomplished the goal of being in your circle. It is the same as when you meet someone for the first time and find you have so much in common that you become friends and enter each other’s circle.

Confused? It’s all very basic because you do this everyday. Think of how a mother stops her child from hurting after getting a scuffed knee. Mommy says, “I know it hurts, I fell when I was little too, want to see mommy’s scar on her knee?” The child agrees and stops crying because mommy fell and she is OK. The basis of this process is to know your customer, relating to his/her pain or issue, expressing your familiarity with those issues, and then offering your knowledge as a solution to be used when they are ready. Remember; don’t be pushy! We all have a path to follow and sometimes we like to paddle upstream for a bit… don’t we?