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Thursday, Apr. 17, 2008 at 11:19 am

Interview on Persuasion Architecture, Personas and ROI

By Holly Buchanan
April 17th, 2008

eBiz IT PA logoIn case you weren’t able to join me today at the King Conversion: Websites that Sell conference in Erie, PA — put on by the fabulous folks at eBizITPA — I at least wanted to share a recent interview on personas and persuasive planning.

I had a chance to sit down with Cathy von Birgelen to talk about what’s on the mind of Pennsylvania business owners, and what they want to know about improving their websites and other online marketing efforts. You probably have a lot of the same questions and I think I may have some answers for you.

You can either download the interview (by right-clicking here) or just listen to it streaming below:

Click here for Holly’s interview
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Need to bookmark this for the next time you’ve got a few minutes? No problem. I’ll be going into more detail in the actual presentation, but…

Here’s what’s covered in the interview:

How to start a meaningful relationship with Customers. (Hint: don’t ask them to marry you on the first date.)

The four buying modesSpontaneous, Competitive, Humanistic and Methodical — and how to increase conversion based on understanding what information each type wants and how they want that information presented. (There’s no such thing as an average customer.)

How to use personas to create persuasive messages that speak to people in their language about what they care about. (Because it can’t always be about you.)

The real purpose of your homepage and how to reduce those nasty battles over that prime real estate. (I know, I’ve seen the scars and bruises.)

Common conversion mistakes and how to make simple changes that can have a big impact on your bottom line. (Seriously, you’ll be smacking your head and going, “duh” — here’s how Amazon does it.)

Content for search engines vs. content for customers (Who said you had to choose?)

What analytics to focus on that can actually tell you something about your site and where it’s most broken. (Hey, if you want to go ahead and read those 20 page analytics reports,knock yourself out. But if you want to know 5 specific metrics to look at, let’s talk.)

. .

About the Author: Holly Buchanan is co-author of The Soccer Mom Myth — Today’s Female Consumer: Who She Really Is, Why She Really Buys; and co-instructor of FutureNow’s Persuasive Online Copywriting seminar, June 2nd in Manhattan.

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Comments (8)

  1. Very insightful interview. Thanks so much for posting this!

  2. Hi Holly, thanks for the shout-out and posting the interview. You offered great information in the interview as well as delivering a fantastic session. One attendee said they registered because of what they heard in the interview. We received several emails from attendees offering overwhelming praises including this one from Katie at Transportation-Tech.com “Holly was a great presenter and kept us engaged the entire time. When I got back to TT I went over some of the changes she suggested during the seminar and the management team was very impressed with her perspective and thoughts on how we could improve our web site. Furthermore, we will definitely be implementing her suggested changes and are appreciative of the feedback.”

    Look forward to working together again.

  3. [...] begin to create content for your site, and plan the structure and features of it. I suggest that you read this and listen to the interview. It gives some very insightful information about who your customers [...]

  4. several emails from attendees offering overwhelming praises including this one from Katie at Transportation-Tech.com “Holly was a great presenter and kept us engaged the entire time. When I got back to TT I went over some of the changes

  5. Man, you have really great website here.

  6. Thank you very much for this information. Good post thanks for sharing.

  7. several emails from attendees offering overwhelming praises including this one from Katie at Transportation-Tech.com “Holly was a great presenter and kept us engaged the entire time. When I got back to TT I went over some of the changes

  8. [...] Interview on Persuasion Architecture, Personas & ROI [...]

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at http://marketingtowomenonline.typepad.com She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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