{"id":246,"date":"2011-01-29T09:04:38","date_gmt":"2011-01-29T13:04:38","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=246"},"modified":"2024-02-12T12:13:37","modified_gmt":"2024-02-12T16:13:37","slug":"how-aristotle-can-help-your-website-convert-more-visitors","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/how-aristotle-can-help-your-website-convert-more-visitors\/","title":{"rendered":"How Aristotle Can Help Your Website Convert More Visitors"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"188\" height=\"300\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2011\/01\/aristotle1-188x300.jpg\" alt=\"\" class=\"wp-image-344\" title=\"aristotle\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2011\/01\/aristotle1-188x300.jpg 188w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2011\/01\/aristotle1.jpg 250w\" sizes=\"auto, (max-width: 188px) 100vw, 188px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re 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?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps the first written word around persuasion can be traced back to the Greek philosophers. Aristotle&#8217;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 \u2013 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Greek philosopher\u2019s writings on rhetoric are probably the first teachings of persuasion in the public and political settings of the time. Aristotle\u2019s views on persuasion have so profoundly shaped and influenced western philosophy that they are still relevant and useful today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aristotle\u2019s 4 Point Persuasion System<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Exordium \u2013 shocking statement<\/li>\n\n\n\n<li>Noratio \u2013 oppose the problem<\/li>\n\n\n\n<li>Confirmatio \u2013 offer a solution<\/li>\n\n\n\n<li>Pararatio \u2013 state the benefit<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Aristotle\u2019s 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\u2019s basic four point system works.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The AIDA Model<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A \u2013 Attention \u2013 Attract the attention of the prospect<\/li>\n\n\n\n<li>I \u2013 Interest \u2013 Raise Interest by demonstrating benefits<\/li>\n\n\n\n<li>D \u2013 Desire \u2013 Create desire for the product<\/li>\n\n\n\n<li>A \u2013 Action \u2013 Lead the prospect towards converting<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">The modern version of the AIDA Model adds an S or a C at the end &#8211; AIDAS or AIDAC<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>S \u2013 Satisfaction \u2013 Satisfy the customer so they become a repeat customer<\/li>\n\n\n\n<li>C \u2013 Conviction \u2013 the prospect is convinced the solution he has purchased is the best one, another happy customer likes your product.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">There of course have been many other variations including:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ACCA \u2013 Attention, Comprehension, Convection, Action<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AAPPA \u2013 Acquire, Attention, Prove it, Persuade, Action<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s original model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s look at how to apply the ancient wisdom of the 4 point persuasion system to optimize your website conversion rate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exordium \u2013 Attention<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Breaking through the clutter with a shocking statement in today\u2019s time can seem a bit infomercial-ish and disingenuous. Today\u2019s 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Noratio \u2013 Problem<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you\u2019ve 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Time for another acronym, WIIFM \u2013 What\u2019s 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\u2019s in it for your prospect. There\u2019s no better way to do that than to approach design from the perspective of the problem that your prospect is facing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Confirmatio \u2013 Solution<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s very important to note that it\u2019s not until the third step that you even get to the solution, or your product. Remember it\u2019s 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\u2019ve just earned the right to tell them about how your solution will solve their problem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pararatio \u2013 Benefit<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now at the final step comes the benefits of your product. Remember you\u2019re still selling but it\u2019s still not about you or your product, it never is and never was it\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So that\u2019s 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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,<\/p>\n","protected":false},"author":1,"featured_media":344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,3,5],"tags":[],"class_list":["post-246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-rate-marketing","category-conversion-rate-optimization","category-landing-page-optimization","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Aristotle Can Help Your Website Convert More 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A conversion rate optimization agency for health and wellness companies with a specialized focus in dietary supplements. We\u2019ve helped health clients profitably scale using our four framework growth model validated through A\/B testing. Bobby has over 17 years of experience in web design and Internet marketing and holds a bachelors degree in Marketing from Rutgers University. He is also certified in Online Testing and Landing Page Optimization and won the Jim Novo Award of Academic Excellence for Web Analytics. As well as a public speaker and contributing author to \u201cGoogle Analytics Breakthrough: From Zero to Business Impact, published by Wiley.","sameAs":["http:\/\/www.creativethirst.com","https:\/\/www.facebook.com\/creativethirst\/","https:\/\/www.linkedin.com\/in\/bhewitt\/","https:\/\/x.com\/bobbyhewitt"]}]}},"_links":{"self":[{"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/posts\/246","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/comments?post=246"}],"version-history":[{"count":4,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/posts\/246\/revisions"}],"predecessor-version":[{"id":4792,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/posts\/246\/revisions\/4792"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/media\/344"}],"wp:attachment":[{"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/media?parent=246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/categories?post=246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/creativethirst.com\/blog\/wp-json\/wp\/v2\/tags?post=246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}