How Aristotle Can Help Your Website Convert More Visitors

A system for persuading customers to buy products and services has been around for thousands of years, even as far back as 350 BC and probably even earlier than that, back to the days of cave men. Hey some Neanderthal had to convince the other Neanderthal that a tool was the better than a fist. No matter how far you go back it always comes down to simply selling and persuading more prospects.

We’re always trying to persuade and sell everyday, at work to your boss and co-workers, at home to your spouse, it never ends, we even sell ideas to ourselves, why should websites be any different?

Perhaps the first written word around persuasion can be traced back to the Greek philosophers. Aristotle’s works contain the earliest known formal study of logic, which makes up the roots of how a methodical, thinker personality type makes a decision to buy. Aristotle (384 BC – 322BC), wrote on many subjects, including theater, logic, rhetoric, politics, ethics, and more. Each of which play an important part in sales and persuasion. Perhaps the great philosophers were really just great marketers.

The Greek philosopher’s writings on rhetoric are probably the first teachings of persuasion in the public and political settings of the time. Aristotle’s views on persuasion have so profoundly shaped and influenced western philosophy that they are still relevant and useful today.

Aristotle’s 4 Point Persuasion System

1. Exordium – shocking statement
2. Noratio – oppose the problem
3. Confirmatio – offer a solution
4. Pararatio – state the benefit

Aristotle’s four point persuasion system has been adapted to modern marketing and reprocessed several times over. The most common is the AIDA model but no matter what acronym you prefer Aristotle’s basic four point system works.

The AIDA Model

1. A – Attention – Attract the attention of the prospect
2. I – Interest – Raise Interest by demonstrating benefits
3. D – Desire – Create desire for the product
4. A – Action – Lead the prospect towards converting

The modern version of the AIDA Model adds an S or a C at the end – AIDAS or AIDAC

1. S – Satisfaction – Satisfy the customer so they become a repeat customer
2. C – Conviction – the prospect is convinced the solution he has purchased is the best one, another happy customer likes your product.

There of course have been many other variations including:

ACCA – Attention, Comprehension, Convection, Action

AAPPA – Acquire, Attention, Prove it, Persuade, Action

Many people will try to put their own spin on the model to make it unique and try to persuade you that their system is the best but nothing is as powerful and clear as Aristotle’s original model.

Let’s look at how to apply the ancient wisdom of the 4 point persuasion system to optimize your website conversion rate.

Exordium – Attention

Breaking through the clutter with a shocking statement in today’s time can seem a bit infomercial-ish and disingenuous. Today’s prospects are smarter and have a much higher bullshit meter than in 350 BC. I think there has been a major shift in what people are willing to believe even in the last 5 years. Regardless the concept of breaking through the clutter is still valid the methods are just different today. Your headlines need to cut right to the heart of what your offering, not in a sensational way but in a genuine way with an emphasis on why a prospect should do business with you above all other alternatives including doing nothing.

Noratio – Problem

Now that you’ve got the prospects attention you have to keep their interest. The most important thing to remember is that it must be about them, the customer.

Time for another acronym, WIIFM – What’s In It For Me. Always remember to design you copy, web flow, etc with the WIIFM acronym in mind. Each element of your design needs to come from the perspective of what’s in it for your prospect. There’s no better way to do that than to approach design from the perspective of the problem that your prospect is facing.

Confirmatio – Solution

It’s very important to note that it’s not until the third step that you even get to the solution, or your product. Remember it’s still all about them not you, so resist the urge to hard sell here. Think of this step as an appetizer before the entree. You still need to build their trust because their bullshit radar is still on high they are not quite ready to buy from you yet. You’ve just earned the right to tell them about how your solution will solve their problem.

Pararatio – Benefit

Now at the final step comes the benefits of your product. Remember you’re still selling but it’s still not about you or your product, it never is and never was it’s always been about them. This is where you start with your product features and dig deep to uncover the true benefits your prospect will get from your product.

So that’s it persuasion wisdom from 350 BC still working today because at the fundamental level humanity has not changed only the tools in which we communicate have changed. Try applying this system for persuading your customers to buy and let me know how well it works.