How Who Why What

The Grok — Wed, 01 Nov 2006 08:54:50 +0000

In the broadest sense, persuasion is about one entity (an organization of any stripe) trying to persuade another entity (usually an individual) to do something. Take action. Satisfy the conversion goal of the site.

I get a number of emails pleading, “Grok, would you lay off the retail examples and help us long-suffering [fill in non-retail type] businesses?” To which I always reply, “Retail is an easy way to demonstrate the principles, but those principles apply across the board.” My correspondents rarely seem convinced.

My buddy Melissa Burdon, a conscientious Canadian, emailed me an interesting banner ad and appended some commentary. “Where’s the persuasion, Grok?” she griped.

It just so happens, no product or service was involved. The conversion goal this time? Sign up to support a humanitarian cause! Email the Prime Minister! End poverty NOW!

Goodie, I thought, an excellent non-retail example for me to dig into!

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Doing Unto

The Grok — Wed, 01 Nov 2006 08:35:28 +0000

I’ve decided. When it comes to this online stuff, I want to rewrite The Golden Rule. You know, the one that says, “Do unto others as you would have them do unto you.” I’m definitely not opposed to folks extending themselves for others … I just don’t think folks should always use themselves as the yardstick of doing unto.

So, in the world of online business, what’s a better way to look at The Golden Rule? How about, “Do unto others as they would have done unto themselves.” That’s why we’re so gung ho about personas and their role in helping us develop empathy for our audience.

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Conversion Rate Optimization & Marketing Blog | FutureNow, Inc » Volume 142

How Who Why What

Doing Unto