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FutureNow Article
Tuesday, Aug. 15, 2006

How Much of My $1000 Rock Climbing Gear Budget Do You Want?

By Melissa Burdon
August 15th, 2006

Don’t sell yourself short by misunderstanding your customers’ needs.

Perhaps you’re improving your conversion rate. That’s nice to hear! And perhaps you’re removing some stumbling blocks and giving your customers a little more of what they want when they want. Way to go! But the big question is: are you really digging deep and going beyond your customers’ basic motivations?

We persuade most effectively when we understand the context of where our customers are coming from. Not just from tangible directions like TV ads or banners or emails, but also the intangible directions that depend on the nature of their experience with your product or service or area of specialty. How might they want to use what you sell or do? Are they ready for the whole nine yards, or the best of the best? Or are they dipping their toes?

Want to see what I mean? Let’s start with the premise that you can’t sell me rock climbing gear the way you sell me ski equipment.

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Comments (3)

  1. [...] When the visitor lands on a page after clicking on a highly ranked search engine result, they will not get stuck at this page when using Persuasion Architecture. This should not only be looked at as a tool for increasing sales/leads, but should also be looked at as the most effective Search Engine Optimization tool. [...]

  2. As the E-Commerce Manager for a website that sells climbing gear, you got my attention! We’re also looking at a redesign and how to increase conversion rates, and I think you just pointed me in the right direction for part of it- thanks!
    Brian

  3. Good informative article. We’ll be using your advice for our outdoor gear website too.

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Melissa is a Senior Persuasion Analyst at FutureNow.

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