Search Engine Watch‘s Eric Enge recently interviewed our own Bryan Eisenberg about how we use Persuasion Architecture™ to plan, measure, and optimize the customer experience–online, offline, and across channels.
In the interview, Bryan talks about his past life as a social worker, founding Future Now when “accountable online marketing” was considered laughable, and how to speak to customers and online visitors on their own terms (the only terms they’ll accept).
Anyone with kids knows the routine when you impart your wonderful child with a bit of wisdom.
“Son, do you want to get hurt?” “No, Daddy” “Then please don’t jump on the bed!” “Ok, Daddy”
Then, about 8 minutes later, comes that ear shattering scream. Your son is curled up on the floor, clutching…
I was reading an article about the lack of women speakers at web conferences. Does gender diversity really matter? Isn’t a good speaker a good speaker? Why should it matter whether a speaker is male or female?
In web design, does gender really matter? Isn’t a good designer a good designer?
I specialize in marketing to women online. One questions I often get is, “If I’m targeting women, should I get a woman to design my website?”
My answer is always, “Hire the…
We hear the questions businesses ask: How do I increase my sales or leads? How do I get more traffic to my site? How do I get better search engine rankings? How do I get fewer customers to abandon their shopping carts? What do I do with all this data I’m getting from my analytics software?
These are important questions.Ask a Bigger Question
What makes people buy? When you focus on this question, all the subsequent details fall much more easily…
The Web page was pronounced dead on October 9, 2006, after a long bought with chronic irrelevance. A large group of marketers attempted CPR and other heroic resuscitation techniques. Witnesses present at the scene told reporters that despite a few minutes of chaos, the Web page’s last moments were largely serene and peaceful.
“She was a quiet and powerful beast, and she died doing what she loved,” states one observer.
“While Web 2.0 technologies and persuasive scenarios were certainly contributing factors, we have…
Would you like to lose $863 million in 365 short days? Too much? How about $667 million? Is that a bit more palatable?
In her article “Satellite radio runs into static,” Sarah McBride of “The Wall Street Journal” writes those numbers represent what satellite radio providers Sirius Satellite Radio and XM Satellite Radio lost respectively in 2005.
It’s proof positive that piles of money don’t buy business or marketing effectiveness.
Are You Sirius?
In his article, “Satellite Radio: Seriously, Folks, Are XM and Sirius Serious?” Denny…
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…
An open, efficient line of communication is beneficial to customers and the bottom line. Yet judging by many “contact us” pages, you’d never think this is the case. Much like “about us” pages, many “contact us” pages seem like throwaways. They receive little love and even less effort.
This is easily remedied with a little thought and some planning.
Common “Contact Us” Mistakes and Solutions
Problem: Prospects don’t know whom they should contact. Many companies do a great job of listing all the different…
Implement strategies to improve your sales efficiency while meeting the needs of your customers
You’ve got online sales. You’ve got offline sales. To complicate matters, neither of these exists in isolation. According to a recent BIGresearch survey, 87% of the customers who research their purchases online actually buy offline!On top of that, websites and flesh-and-blood sales staff must continually field product and service questions from customers who increasingly are as, if not better, informed than they are!
How can you implement strategies…
Solve the dilemma of complex B2B sales and lead-generation processes with personas
Online sales are growing, but the Internet still influences a lot more sales offline than it does online! Think Persuasion Architecture is simply for sweaters and backpacks?Maybe you know WebEx? It’s a great business solution for powering online meetings , web conferencing, teleconferencing , conference calling, and video conferencing services. They don’t do shopping carts. The basic sales goal on the WebEx site is to persuade the customer…