Waiting for Your Cat to Bark? by Bryan Eisenberg

Author:Bryan Eisenberg
Language: eng
Format: epub
Tags: ebook, book
Publisher: Thomas Nelson
Published: 2010-09-08T16:00:00+00:00

CHAPTER SIXTEEN

Uncovering the Knowable

If you bring together ideas from many different sources and disciplines to reveal a different, coherent way of looking at things, you create something that is more than the sum of its parts, a gestalt. Persuasion Architecture—the discipline we have created for conceiving, planning, and developing the persuasive elements of persuasion entities—is such a gestalt.

Persuasion Architecture draws on the fields of psychology, neuroscience, marketing, sales, linguistics, information retrieval, creativity and graphic design, usability, heuristic analysis, persuasive copywriting and analytics that incorporate data-mining, testing, and optimization methodologies. All of these disciplines work together within the context of a relentless devotion to marketing accountability.

Persuasion Architecture is, in essence, a discipline that integrates the buying with the selling processes and marries that two-sided process to the marketing communications flow. Its focus, always, is persuading the customer to take action.

In applying the philosophy and principles of Persuasion Architecture, you:

Create business-specific personas that reflect the demographic, psychological, and topologic dimensions of your audience

Develop persuasion scenarios that meet the needs of your audience’s buying decision processes and your sales process

Integrate your multi-channel marketing efforts, based on the personas you have created, through persuasion entities

Establish a structure that will allow you to test, measure, and optimize your results on a continuing basis, so you can manage intelligently

Personas are the centerpiece of Persuasion Architecture. Creating them is part of the most important work you can do in the entire process. Uncovery,1which we will now dig into deeply from this point through Chapter Twenty-Two, is the sine qua non when it comes to designing persuasive systems.

Uncovery

Can you imagine tackling the construction of an office building without a set of blueprints in hand? Can you imagine drawing up those blueprints with only a cursory understanding of all the questions you have to answer before you put a single line on paper? Of course you can’t. You intuitively know this would at best limit how your structure worked and at worst doom your project to failure. What you really want is a comprehensive picture of every detail that could reinforce or undermine your success before you start dealing with the tangibles.

We operate in a world full of unknowables. So uncovery is the process of understanding what is knowable, and seeking to understand that from every possible known perspective. We repeatedly find that the knowledge a business needs so it can create meaningful solutions can almost always be found within the organization. It’s simply waiting for someone to pull back the covers—to uncover it.

No two businesses are ever carbon copies of each other. In uncovery, our goal is to examine the topology, psychographics, and demographics as they pertain to the business in question. We’re also looking to understand the culture of the organization itself. As we continue in our discussion of uncovery, you’ll see it is a deep and complex evaluation of the stakeholders, the business model and objectives, the competitors, the customers, and the influences on those customers.

People don’t usually get terribly excited when we first bring up uncovery.

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