Page 110 - ConvinceThemFlip

convince them in 90 seconds or less
had to appeal to all three groups: the seeing people, the
feeling people, and the hearing people.
Dr. Jung would have been proud. What the cruise line’s
ad agency knew about connecting is true for us all—differ-
ent people choose to take in the world through different
senses. And if we want to convince them, we have to fig-
ure out which sense they favor.
Sensory Preferences
By the time we reach our teens, we have come to favor
one of the three main senses—sight, sound, or touch—
in the way we interpret the world. Of course, we use all of
our senses, but some people rely more on the visual, others
on the auditory, and yet others on the kinesthetic (touch,
or physical sensation). Inevitably, our dominant sense
becomes the one we primarily use to communicate with
ourselves and others. Some researchers estimate that 55
percent of people are visual, 30 percent are kinesthetic, and
15 percent auditory. Others see the split as 40 percent, 40
percent, and 20 percent, respectively.
Obviously, the most effective way to communicate is by
adapting your communication style to the person you’re
communicating with. By that I mean, if they think in pictures,
talk to them in pictures, or at least talk about how things
look. If they favor sounds, tell them how things sound, and
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