Capture the dramatic story of your site before you turn to the more detailed process of creating scenarios.

What’s the best way to deliver a memorable, persuasive message? Tell a story. Don’t believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop’s Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you’ll see many parallels with Persuasion Architecture™.

The essence of Persuasion Architecture™ is a story. It involves building the characters, creating a narrative plot and stating the conflict or tension that requires resolving. Your personas are your characters. Your plot is based on what those characters are trying to accomplish. The conflict and tension that require resolving are your customers’ unanswered questions, their objections and the friction in the buying and selling processes.

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