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Interview on Persuasion Architecture, Personas and ROI
Posted By Holly Buchanan On April 17, 2008 @ 11:19 am In Interviews,Personas,Persuasion Architecture | 8 Comments
In 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
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 modes — Spontaneous, 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.
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2008/04/17/king-conversion-interview/
URLs in this post:
 King Conversion: Websites that Sell: http://www.ebizitpa.org/kingconversion/
 eBizITPA : http://www.ebizitpa.org/index.aspx
 here: http://www.grokdotcom.com/podcasts/holly-buchanan-interview.mp3
 don’t ask them to marry you on the first date: http://www.grokdotcom.com/2007/06/18/is-your-lead-generation-site-proposing-marriage-on-the-first-date-ready-to-edit/
 Spontaneous, Competitive, Humanistic and Methodical: http://www.grokdotcom.com/2007/10/12/buying_modes/
 how Amazon does it: http://www.grokdotcom.com/2008/02/26/amazon-shopping-cart/
 let’s talk: http://www.futurenowinc.com/contactus.htm?utm_source=Grokdotcom&utm_medium=Post&utm_content=Link-1345&utm_campaign=Contactus
 The Soccer Mom Myth: http://www.thesoccermommyth.com/
 Persuasive Online Copywriting seminar: http://www.futurenowinc.com/writingforweb.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1345&utm_campaign=POCCTA0608
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