Must-Reads on Persuasion Architecture for Serious Marketers
Persuasion architecture is central to any online marketing campaign or strategy. Every serious marketer needs to understand persuasion architecture in depth and be able to apply it.
Why? For these simple, yet often-overlooked reasons:
1. Website conversion is more important than website traffic.
You can have a million hits to your website, but if those visitors don’t actually convert to leads and sales, traffic is meaningless.
We constantly encounter companies whose main focus is driving traffic. When we analyze what they’re doing, we discover that they haven’t built the core elements needed to capitalize on traffic.
2. Therefore, building for persuasion comes before driving traffic.
Imagine trying to advertise a restaurant before it was built. You put out radio ads telling people to go to the restaurant. They drive to the location to discover an empty lot.
Doesn’t make a lot of sense, does it? Then why does driving traffic consume your marketing efforts — especially before you’ve architected a persuasive website?
Don’t waste your time, effort, and money on driving traffic until you’ve absorbed the following must-reads on persuasion architecture:
White Papers
- Persuasion Architecture: Persuading Customers When They Ignore Marketing by FutureNow
- Getting Started With Building Personas by FutureNow
Online Articles
- Persuasion Architecture
- Don’t Just Build Your Website — Architect It
- Understanding Personas
- How to Avoid Marketing To Yourself
- 3 Reasons Your Visitors Don’t Convert to Leads
- Interview on Persuasion Architecture, Personas & ROI
- The Difference Between Selling & Persuading
Books
- Waiting for Your Cat to Bark? by Bryan & Jeffrey Eisenberg
- Call to Action by Bryan & Jeffrey Eisenberg
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