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Screencast: Hunting for Early Bird Persuasion, Part 1

Posted By Dave Young On September 14, 2007 @ 12:56 pm In Buying Process,Customer Focus,e-commerce,screencast | 3 Comments

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 [1] and Bass Pro Shops [2] 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 [3].)

    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 [4] 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?

    Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

    URL to article: http://www.grokdotcom.com/2007/09/14/screencast-early-bird-thinking-part-1/

    URLs in this post:

    [1] Cabelas: http://www.cabelas.com/home.jsp;jsessionid=R4VMNONQNUMX4CWQNWSCCNQK0BW0KIWE?_requestid=24302

    [2] Bass Pro Shops: http://www.basspro.com/webapp/wcs/stores/servlet/Shop_10151_-1_10001

    [3] click here for video: http://www.brightcove.tv/title.jsp?title=1182745301

    [4] Anthony Garcia shares his early-stage buying process: http://www.grokdotcom.com/2007/09/07/screencast-shopping-for-auto-insurance-online/

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