Volume 138
Cats Tune-In to Cats
Consumer-generated reviews can help you convert customers on your site and drive customers to your site.
I’ve got two goofy cats. One can be lying in totally hedonistic, slumbery bliss. I can walk into the room and get ignored, but the second my other cat walks through, the eyes slide open, the body stiffens slightly and all attention is riveted on the cat in motion. Where’s she going? What’s she up to? Has she found something I need to know about? Maybe I should follow her?
Cats tune-in to cats. They seem to think other cats are their best source of important, relevant information. At least, that’s the way it looks at my house.
And that’s pretty much the way it looks to your customers. To them, other customers these days are their best source of important, relevant information.
How do you deal with this? Well, it’s pretty much a no-brainer situation: you make it easier for your customers to get heard.
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Written by:The Grok
Narratives Come Before Scenarios
Capture the dramatic story of your site before you turn to the more detailed process of creating scenarios.
What’s the best way to deliver a memorable, persuasive message? Tell a story. Don’t believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop’s Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you’ll see many parallels with Persuasion Architecture™.
The essence of Persuasion Architecture™ is a story. It involves building the characters, creating a narrative plot and stating the conflict or tension that requires resolving. Your personas are your characters. Your plot is based on what those characters are trying to accomplish. The conflict and tension that require resolving are your customers’ unanswered questions, their objections and the friction in the buying and selling processes.
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Written by:The Grok
