Is your blog content writing appealing to both thinkers AND feelers? If you aren’t appealing to these two types of communication (and decision) styles, you’re missing half of your readership potential.
When I’m blogging, I like to cite studies whenever I write about a concept, to prove my point. In The Collected Works of C. G. Jung, Volume 6: Psychological Types, noted psychologist Carl Jung identified four primary functions of consciousness:
- Two perceiving functions: Sensation and Intuition
- Two judging functions: Thinking and Feeling
Based on this, Isabel Briggs Myers, and her mother, Katharine Briggs, developed a personality inventory (Myers-Briggs Personality Inventory). Many professionals use this tool to help match their communication styles to other preferences.
My communication and decision style leans toward facts and data – (hold the subjective, touch-feely, please.)
If you have been reading this blog for any length of time, you know that I “preach” the importance of keeping your readers’ needs in mind. So when I write, I picture my reader. Of course, being human, I tend to project myself on to my reader: You will want the facts, not just the personal factors. However, I know that all my readers are not like me.
Have you ever read an e-newsletter or blog post and got a feeling of disappointment? Maybe it was too laden with data, there was not enough personality or feeling, and it left you cold. Or, maybe it was too personal, without any balanced evidence and analysis to engage you and convince you of objectivity.
Consider this: If our population is evenly divided between thinkers and feelers, knowing what information will resonate with each group is critical.
Let me be clear – neither group is superior to the other – they both process information carefully.
What is important is to appeal to your readers.
If half of them are feeling-types, and half thinking-types, you may have to step back and look at how your writing reflects your own preferences. You probably need to modify some of your phrasing to include the people NOT like you.
My challenge to you:
- Take a look at the last blog post (or newsletter) you wrote.
(You are writing one regularly, aren’t you? – yes yes of course you are…)
- In what ways does it reflect your personality type?
- Are you appealing to both feeler and thinker types?
If you’re not connecting emotionally with your readers you’re probably not doing a great job of building relationships.
Up next I’ll share some research and tips on emotional writing that will resonate with both groups of readers and help you connect.