搜索
PersuasionArchitecture™PersuadingCustomersWhenTheyIgnoreMarketingWITHINWhatPersuasionArchitectureCanMeanforYouAnexecutivesummarydescribingthenatureofPersuasionArchitectureanditsvaluetoyourbusinessThePersuasionArchitectureWhitePaperAnoverviewofthebusinessphilosophiesbehindPersuasionArchitecturewithanexplanationofitsprocessesandapplicationsFUTURENOW,INC.Copyright©2006byFutureNow,Inc.WrittenbyLisaT.DavisAllrightsreserved.Theinformationinthisdocumentisconfidentialandproprietary.Noportionofthisdocumentmaybereproduced,storedinaretrievalsystemortransmittedinanyformorbyanymeans—electronicmechanical,photocopy,recording,scanningorother—exceptforbriefquotationsinreviewsorarticles,withoutthepriorwrittenpermissionofthepublisher.PublishedbyFutureNow,Inc.246CreamerStreetBrooklyn,NewYork11231877.643.7244info@futurenowinc.comWebsite:™,PersuasionArchitect™,PersuasionArchitectureMAPSuite™andComplexogram™aretrademarksofFutureNow,Inc.PersuasionArchitecture™|2CONTENTSIndustryExpertsTalk5WHATPERSUASIONARCHITECTURECANMEANFORYOU:ANEXECTUTIVESUMMARY7THEPERSUASIONARCHITECTUREWHITEPAPER12SOLVINGTHEPROBLEM14THEBASICEXCHANGE16YouSell16TheyBuy17TheTwainMustMeet18THEARCHITECTURALMETAPHOR19MAPPINGSUCCESS21TheEssentialQuestions19TheNatureofYourProspects22VoluntaryParticipants23PropensitytoBuy23Personality24UniverseofBuyers25ThePhasesofPersuasionArchitecture26Uncovery26AModelforSelf-Disclosure27TheMilitatingFactorsinYourSale28Personas30Narratives31ASampleNarrative33NavigatingtheUncoveryProcess33Wireframing34PersuasiveMomentum35Calls-to-Action,Points-of-Resolution,ResolvingDoors37ScenariosandTheirComponents38ScenariosHaveLinearandNon-LinearAspects42ASampleScenario:InformationGathering43CreatingtheWireframe45PersuasionArchitecture™|3Storyboarding46Prototyping47Development48Optimization48SixSigmaWebMarketing49PERSUASIONARCHITECTUREBEYONDYOURWEBSITE51PersuasionEntities51PERSUASIONARCHITECTUREDELIVERS54QuotefromaPersuasionArchitectureClient54Endnotes56AboutPersuasionArchitecture,Inc.andFutureNow,Inc.57PersuasionArchitecture™|4INDUSTRYEXPERTSTALKABOUTWAITINGFORYOURCATTOBARK?ANDPERSUASIONARCHITECTURE™Theseguysreally“getit.”Inaworldofknow-it-allmarketinghypesters,theseguysrealizethatittakesworktopersuadepeoplewhoaren’tlistening.They’veconnectedalotofthepiecesthatweallalreadyknow—plusalotthatwedon’t.It’sarareapproachthatrecognizesthatthecustomerisinchargeandmustbeencouragedandengagedonhis/herownterms,notthesellers’.Ittakesapartthepersuasionprocess,breaksdownthestepsandgivespracticalwaystotailoryourapproachestoyourvaryingrealcustomersintherealworld.Thisbookisatahighlevelthatmarketersbetterhopetheircompetitorswillbetoolazytoimplement.GEORGESILVERMAN,AUTHOROFTHESECRETSOFWORDOFMOUTHMARKETING:HOWTOTRIGGEREXPONENTIALSALESTHROUGHRUNAWAYWORDOFMOUTHWeoftenhearthatthecurrentmarketingmodelisbroken—meaningthechangesincustomers,media,distributionandeventhe“flatnessoftheworld”makecurrentpracticesnolongerrelevant.Yetfewhaveofferedasolution.Thisbookrecognizesthenewrealityinwhichweoperateandprovidesapathformovingforward.TheauthorsdoanoutstandingjobofusingmetaphorstohelpmakePersuasionArchitectureclearandreallifeexamplestomakeitcomealive.Finally,someonehasoffereddirectionforhowtomarketinthisnewerawherethecustomerisincontrol.DAVIDJ.REIBSTEIN,WILLIAMSTEWARTWOODSIDEPROFESSOR,WHARTONBUSINESSSCHOOLOFTHEUNIVERSITYOFPENNSYLVANIAANDFORMEREXECUTIVEDIRECTOR,MARKETINGSCIENCEINSTITUTEVirtuallyallwebsiteshaveapersuasivepurpose.Tochangewhatpeo-plethinkanddoonline,youneedtofirstclarifyyourtargetoutcomesandthenmakesureeverythingleadstothoseoutcomes.Thousandsofdesignfirmscancreatebeautifulandusablewebsites;fewfirmsreallyunderstandhowpersuasionworks.BJFOGG,STANFORDPERSUASIVETECHNOLOGYLABANDAUTHOROFPERSUASIVETECHNOLOGY:USINGCOMPUTERSTOCHANGEWHATWETHINKANDDOPersuasionArchitecture™|5TheWebisademocratizingforceastheworld’slargestglobalbrain.Iteducateseveryoneontheprosandconsofeveryproduct,service,andevenperson.Aneducatedpersondoesn’treactwelltothetraditional“artofmanipulation”thatmostmarketersattempttoemployintheircampaigns.Asamatteroffact,itmakesthemangryanddefensive–likeacatbackedintoacorner.NooneunderstandsthisnewworldofmarketingbetterthantheEisenbergs.BRETTHURT,FOUNDERANDCEOOFBAZAARVOICE,FOUNDEROFCOREMETRICSANDSHOP.ORGBOARDDIRECTORIn1999,theWachowskibrothersrevolutionizedmoviemakingwithstunningnewanglesandspecialeffectsrevealedinTheMatrix.NowtheEisenbrothershavedonethesameforbusinessinWaitingforYourCattoBark?Stunningnewangles!Techniquesthatwillbecopiedfordecades.Catissuretoberememberedasthegenesisofanimportantnewdirectioninmarketing.ROYH.WILLIAMS,NEWYORKTIMESBESTSELLINGAUTHOROFTHEWIZARDOFADSTRILOGYPersuasionArchitecture™|6PERSUASIONARCHITECTURE™PERSUADINGCUSTOMERSWHENTHEYIGNOREMARKETINGWITHINWhatPersuasionArchitectureCanMeanforYou:AnExecutiveSummaryAnexecutivesummarydescribingthenatureofPersuasionArchitectureanditsvaluetoyourbusinessPersuasionArchitecture™|7WHATPERSUASIONARCHITECTURECANMEANFORYOU:ANEXECUTIVESUMMARY•Oneoftheworld’slargestd