Four Decision-Making Modalities

There are four decision-making modalities.

Your One Reader is one or more of them.

Your copy should solve for all four decision makers.

Spontaneous

• They are emotional and fast-moving.
• Not invested in reading beyond the hero section.
• They are attracted to icons and images.
• They are “tool dominant”. They use search and your navigation to get around your site.
• Write short copy for them.

Competitive

• They are logical and fast-moving.
• They read more than spontaneous but fast.
• They want clear benefits tied to features.
• They want proof in the form of facts and numbers.

Humanistic

• They move slowly through your copy and read a lot of it.
• They look for personal stories, photos of real people, and lots of benefits.

Methodical

• They move slowly through your copy and read a lot of it.
• They want you to connect the dots for them and show them all the details.
• They move through the stages of awareness methodically, considering every angle and every turn.