3 Simple Questions when Planning a Persuasive Experience

Preparing for this dialog starts with your answers to the three essential questions that arise from the activity of marrying your selling process with your customers' buying process:

? Who needs to be persuaded?

When you know who you need to persuade, you can create personas that allow you to design meaningful customer journeys.

? What actions does this person need to take?

Not all actions will be direct functions of your sales process; many will be actions your personas need to take to satisfy their buying decision process. How do you remove the friction from taking such actions?

? How will you most effectively persuade that person?

Knowing “who” and “what” helps you create persuasive copy and content. Increase their motivation by aligning their perception of value with your offer.

Always keep these three questions at the forefront of your mind—they will frame every other question you ask and underlie every decision you make about the design of your persuasive system. This is the essence of Persuasive Momentum.

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