Now, sales trainers have for years been pushing line that we 'buy with emotion, and justify that purchase with logic'. But having seen a few Analyticals in my years I don't actually believe that to be case. An accountant friend of mine in England never purchased anything because of emotion - he always poured over spec sheets from various manufacturers, weighed up costs involved, considered his options. And because he was also part-Amiable he then let his wife make final decision, based on his input.

Which raises an important point. No one is ever a 'pure' type. We are all a mix of four personality types to some degree or other. Yet we also have a strong preference for one particular type.

I'm an Extrovert with a leaning towards Analytical. I couldn't begin to count number of my own marketing projects that I have half-completed here in my office; each one almost ready to roll but just in line behind latest 'more exciting' idea I've just had. Yet I also love getting deep into Dreamweaver and working out how to tweak my website pages for greater speed, better search engine optimisation, tidy up loose bits of code, and so on.

But that's beside point...

The real purpose of this page is to let you know that your business communications - whether they are email, web page, pdf brochure or even initial word of mouth introduction - need to appeals to different needs of four personality types.

How do you do that?

By making sure that your communication has a reasonably equal amount of following:

* Facts and figures to appeal to Analytical and Pragmatic

* Enthusiasm and excitement to appeal to Extrovert

* Testimonials to appeal to Amiable

Get that right and you have a greater chance of getting your message across.

The internet, be it World Wide Web where your website sits, or greater part of internet that allows for email transmissions, is a tremendously powerful and cost-effective distribution channel.

Once you have invested in tools - such as a website or pdf-creation software - you have a licence to market your messages down most efficient distribution media world has ever known. For free.

It costs nothing to send email, once you have paid for access to Internet. It costs nothing to have valuable information up on your website, once you have paid for design and building of your site and its hosting. You can change your content on that website as many times as you like - you 'own' space and you can do with it pretty much what you will.

Which allows you to push out your unpolluted marketing message, or your fact sheets, or your installation guides, to as wide an audience as you can attract.

And let's not forget that eTechnology can help us build a targeted, qualified audience of prospects and more rapidly turn them into clients, because they have in part already taken first steps to building a relationship with you themselves, by visiting your website and finding out more about you and your service/product offerings.

The implication for your business communication costs Using eTechnology you can quickly and efficiently update your prices, introduce new products and services, provide better service to your existing customers, generate new leads, position your brand and inform your stakeholders - all at costs significantly less than traditional media allows.

Note: this article on efficiency in business communication was extracted from my eReport, "The Three Es for Business Profit". Download your free copy of this report now from: http://www.hopkins-business-communication-training.com