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Archive for Persuasion Architecture
It’s All About Asking the Right Questions
The latest online technologies have connected us in ways we never thought possible. Ironically, the same online environment has depersonalized the sales/lead relationship that drives business. A lead-generation Web site can effectively bring prospects to your door, if you have the right content, message and process. The staff at FutureNow has an excellent white paper [...]
What Personas Can Do For You
To know the right way to architect your website, you need to understand personas. Anthony Garcia, chief persona architect for Promote-A-Book, recently created the following video that explains how understanding personas can help you sell faster, sell more, increase your website conversion rate, and increase customer retention. He explains why demographic information alone isn’t enough [...]
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 [...]
Don’t Just Build Your Website — Architect It
A good website requires four elements: 1) technical programming, 2) graphic design, 3) copywriting, and 4) architecture. Copywriting and architecture together comprise persuasion architecture. These elements are far more important than technical programming and graphic design. Unfortunately, most web design firms focus primarily, if not solely, on the first two. There are many who only [...]
The Difference Between Selling & Persuading
Hub Mentality™ can be misapplied and taken too far. Specifically, its criticisms of sales mentality can be interpreted to mean that you shouldn’t sell at all and just be a “nice,” unobtrusive resource for people. This can lead to a drop in sales in an effort to not appear too “salesy.” But when applied properly, [...]
A Pleading Letter to You from Your Customers
Dear Business Owner, Please forgive me if I sound ungrateful. I would like to love your website, I really would. It’s just that… Well, I like to do business with professional companies. You know, there are so many people who manipulate and take advantage of others nowadays. When I came to your website it made [...]
How to Grip Website Visitors in the Vise of Persuasion
Every time I write a website I use the following checklist to ensure optimal effectiveness. First, understand the ends of these means: 1) surprise and delight readers; catch them off guard to enhance the experience and insert your business into their memory, 2) vividly illustrate why potential customers should buy from you, and 3) answer [...]
When Is Your Website Finished?
How can you know when it’s perfect and ready to launch? Who should you listen to when it comes to fine-tuning your website? What should you do if someone doesn’t like it? There’s one secret that answers all of these questions. It’s the single most important thing you can ever learn about website creation and [...]
It’s Unfortunate, but it is about your Economic Engine
With all the corruption going on in big business and the corporate world there is a part of me that says, “These guys were after the money, that’s all they cared about, it was about greed!” Here’s the harsh reality though. It is about the money. Some of you may be saying, “Wait, but business [...]
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