The Optimizely founders show you how to improve conversion on your website with a communications tactic that even elementary-schoolers know.
Observe them at play and you’ll find that the average eight-year-old has no compunction about telling others exactly what he wants. Kids don’t circumnavigate, nor are they strategic enough to see belaboring the point through fancy constructions as a benefit to anybody.
As we grow older, however, we learn to talk like grown ups, defaulting to subtler ways of directing others’ behavior. “Come here now!” becomes “Do you have a moment to help me with this?” and “Give me that cable!” becomes, “Might I borrow your iPhone charger for a moment?”
Dispatches From The Front 