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Wednesday, Sep. 19, 2007 at 11:36 am

Screencast: Hunting for Early Bird Persuasion, Part 2

By Dave Young
September 19th, 2007

Now 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. They may not be ready to “Buy Now!” but giving these Early Birds the information they need, when they need it, will ensure they come back once they are ready. One of the smartest ways to persuade early-stage buyers is to educate them.

Take hunting, for instance. While an experienced hunter may know exactly what she’s looking for in terms finding the right gear, a novice hunter might be more worried about his friends laughing at him for not knowing the first thing about it.

As we look at how Cabelas.com and BassProShops.com prepare to catch the Early Bird customer, consider some of these finer points:

  • Scent Trails — Not even the brightest of basset hounds can help you with this one, but creating scent for the customer to follow is key; particularly when they’re early in the buying process, and may not even have the vocabulary to know what they should be asking. If they come in with the wrong questions, and don’t buy, they should at least leave with the right ones. Help them find their way.
  • 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.

Once again, it’s time to go hunting for persuasion…

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

Check out Part 3 to learn how to catch the Early Bird before the competition does.

In the meantime, share one of your early-stage buying experiences with us in the comments. Which sites have done a particularly good job of persuading you to buy, or turning you off, when you were just trying to educate yourself?

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Comments (3)

  1. [...] Take hunting, for instance. While an experienced hunter may know exactly what she’s looking for in terms finding the right gear, a novice hunter might be more worried about his friends laughing at him for not knowing the first thing … …more [...]

  2. [...] pithy discussion what could be done to improve the conversion of the site under discussion. In this post he talks about the information needed in the early information-gathering phase of the online buyer [...]

  3. [...] want more information? Check out these great posts from Kevin Lee, and Dave Young. In Articles, B2B, Buying Process, Customer Experience, Improving Conversion, Interesting [...]

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