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I just finished presenting some wireframes to my client’s team.

I always celebrate when it goes well, and it was one of those times.

The best words of appreciation I hear are along the lines of:

“I can’t believe you were able to take all the information that we gave you in, make sense of it and hit the mark like this”


“I was shocked at how well you used our customers voice”.

Much better and useful feedback than a generic “The copy is really good” or “I like it”.

In the presentation I always go over the findings first. When it comes to talking about how their visitors make decisions (based on user interaction data, reviews, interviews, surveys etc.) a lot of the times the personas include a few distinct types of decision makers.

Some can be emotional, others logical. Fast or slow.

Here clients often have questions. Like “Aren’t logical and emotional completely opposite? How can they both be in my target audience.

Well surprise surprise, like anything in human behavior, there’s never a clean separation. It’s more like a spectrum.

And especially in B2B, buyers can make decisions very differently from one another (because of their roles, the stakeholders they report to, their own needs and goals and so on).

So my answer here is not a simple one but clarifies things:

We can speak to both types of decision makers as long as we prioritize messaging for the primary one, but still include elements here and there that will satisfy the other.

Your page is not like entering a speedway. It’s more like a pinball for the user/reader. And multiple different readers are attracted by different things.

Good flow and UX help informing everyone, if done well.

You obviously need to know where to look for the type of information and how to use it on the page. If you need help, get in touch.

brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

Let’s nerd about decision making, persuasion, habits, and conversion optimization.