Archive

90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It

When it comes to stuff in which you have a huge personal investment (your kids, your homes, your businesses), you risk losing your objectivity. Hey, it’s a human thing. Too much knowledge about your company and what you offer leads you to answer questions nobody is asking. When you’re inside the bottle, it’s hard to read the label. But that’s also when you risk pushing your own interests at the expense of your customers’ interests. This will often lead you…

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Michelle Smith & Persuading Your Potential Customers

In order to plan the click-through-experience models, or persuasion scenarios, on a web site, we develop archetypical fictional characters composed from real data, called personas, who represent your buying audience. We must allow for multiple personas to reach many of the same pages or marketing entities (emails, ads, tweets, etc.), but must separately address their needs. Before designing a single pixel or writing a single word, we get a feel – using a wireframe – for the experience the personas…

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Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.

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