Sometimes it takes a good example from out of left field to show what Persuasion Architecture is attempting to accomplish. There’s a good article at Open Loops with advice on doing your homework before a job interview.
The basic secret is to find out WHO will be on the committee interviewing you and to know WHAT they will want to hear in the way of answers to their questions.
“This is John Williams (not his real name). John tends to ask many data related questions. He likes brevity. Keep your answers short to him. Make your point and be quiet.” She pointed to the next circle. “This is Mary Thomas, she’s very child-oriented. She’s very warm and friendly and loves to talk. Answer her questions and orient your answers to how children are affected. Talk a lot with her; elaborate all your points. She’s warm and fuzzy, so use many personal anecdotes.” She continued around the table and when finished, it was like I had the playbook of an opposing football team. I knew the type of questions they would ask. I learned the type of answer each interviewer liked to hear.
This is Persuasion Architecture applied in a job interview setting. Our usual application is for your web site not your job interview. If you know who will be coming to your site and the types of questions you’ll need to answer, you can create a site that will talk to all of them in their preferred style and give them satisfactory answers to their buying questions.
In a job interview, you must satisfy everyone in the room…at least to the point of persuading them to hire you. If you can only convince one member of the committee, you probably won’t get the job.
On your site, you must be able to persuade/convert more than one type of customer or you’ll be stuck in the land of low single digit conversion rates. It isn’t easy, but it is very effective.