The theory of the three objectives is basic marketing before it is applied to content. Cognitive, affective and conative: anatomical treatment.

We're studying it in class. And in advertising, it's a model that serves as a buoy for many copywriters trying to sell their concept to their clients. Let's see how this anatomical triptych serves a good content strategy.

Which lever to operate on my web page to maximize the chances that the visitor will do what I hope? Formulate your goals, to find out what to play with.

1: Cognitive objective, address yourself to the brain

Your primary desire is to inform. The marketing professional who appeals to the cognitive aims for notoriety. It gives information about the brand or product that its support promotes.

2: emotional objective, address yourself to the heart

You're looking to move. Whatever the emotion you want to arouse in the receiver, here we work on the brand image. The aim is to make the target like the product, or in a broader sense to "emotionally bring the target closer" to the product.

3: conical objective, address yourself to the muscle

You want to operate! This third level is behavioural. It is the one who is responsible for making a successful transition between the desire to buy and the action of buying. What we call in particular in the web conversion. Often it is this last step that is the hardest, especially with the inertia force that is a characteristic of the internet media. Think about the banks with their credit simulators.

Respect protocol

It should be noted that there is an idea of progress in the objectives. First, second and third must be completed. That's why we also talk about the level of affectivity, or the target's attitude.

In this way, we are approaching other great theories recovered by marketing as:

• the Maslow pyramid (an individual only seeks to satisfy a need if the other more priority needs that precede it have been met beforehand)
• the AIDA (Awareness, Interest, Desire, Action) matrix: here again, it is all in its time. An individual only takes action if he or she has been aware, interested and eager...

Obviously, not all medications treat the same ailments. And not all patients have pain in the same place. You have to take your product and target into account when deciding on which registers to play and with which intensity.