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Friday, Sep. 14, 2007 at 12:56 pm

Screencast: Hunting for Early Bird Persuasion, Part 1

By Dave Young
September 14th, 2007

Hunters face many of the same challenges as marketers. Preparation is everything. Once you’re out in the field, you can’t just go in for the kill right away. You have to be patient or you’ll scare the deer. If you don’t have the right bait, the right technique, you can kiss your bass goodbye. Such are your customers online. Try to make them “Buy Now!” when they’re not ready, and they’ll scatter.

But that’s where the analogy ends. When marketers don’t give early-stage buyers the confidence they need to move forward, it’s they who look like deer in headlights (usually around the time they look at their cart abandonment rates).

So, with hunting season upon us, we figured it was time to give Cabelas and Bass Pro Shops a try. Offline, Cabelas in particular is known as a destination spot, a must-see experience for hunters. Can they live up to that experience online? You’ll see what exactly what happens in Part 2. But first, let’s go over a few key points about persuading early-stage buyers to take action by starting out with a question: “How early is early?”

  • AIDAS — Awareness. Interest. Desire. Action. Satisfaction. If customers aren’t aware of you, there’s no place to move forward. If you haven’t grabbed their interest, forget it. If there’s no emotional desire to lure them in, they won’t bite. If it’s difficult for them to take action, they’ll run away. And if they’re not satisfied, they won’t return.
  • Inside-the-Bottle Syndrome (the other “IBS”) — “When you’re inside the bottle, you can’t read the label.” This is the biggest challenge marketers face. They know too much about their own products, too much about their own companies. It’s the “Curse of Knowledge” and you must overcome it to persuade.

So, without further ado, let’s go huntin’ (for persuasion)…

(If you’re viewing this in an RSS reader, click here for video.)

    We’ll update you once Part 2 is up. In the meantime, if you haven’t seen it, watch as Anthony Garcia shares his early-stage buying process as he looks for car insurance for his teenage daughter. It’s an eye-opener.

    Also, don’t hesitate to share your early-stage buying experiences with us in the comments. Any hunters out there who plan to buy gear online this season?

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    Comments (3)

    1. I have shopped online with both Cabela’s and Bass Pro. In my opinion, Cabela’s exceeds Bass Pro by far. I have found that Cabela’s site is much easier to navigate and find the product you actually needed where you expected it to be. I have found that with Bass Pro Shops I end up spending a lot of time figuring out what category they have placed an item in. Plus, once I find it, I’m sometimes left scratching my head going why is this here.

      Another area where Cabela’s beats out Bass Pro is in their Bargain Cave. Their bargain cave is better promoted and better stocked than Bass Pro’s clearance section. Bass Pro has really missed the mark here. As a hunter, I often feel that hunting products are over priced (it is a hobby after all). Seeing the effort and emphasis that Cabela’s places on their Bargain Cave leads me to believe that they are a company who cares about their customers.

    2. [...] that you've seen Part 1 — you did see it, right? — you should have a handle on the basics of selling to early-stage online shoppers. [...]

    3. [...] This is one reason we highly recommend catering to early stage buyers and developing a content strategy for them.  And for more info on how to do that effectively, check out David Young’s excellent video series: Hunting for Early Bird Persuasion [...]

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