Key to buyer persuasion
The difference between Outreach Orientation™ and a "persuasion" type of orientation is pull vs. push.
The standard stereotype of a salesman is "pushy" and
people do not like to be pushed into any action before they are ready to take it.
If you begin with the understanding that the visitor who has arrived at your web page is already motivated, then you realize that there is not really all that much persuasion to be done.
Your job is to reach out and let this person know that her search engine has come through on its job of producing relevant results for her. Then lay out the choices the seeker was already hoping to find.
In our discussion of Agenda Anticipation we describe two conversations. Outreach Orientation™ is typified by the second conversation. We make it all about your visitors, all about meeting their needs
Outreach Orientation™ means that you don't "sell" or even "persuade" your visitors so much as you "anticipate" and "serve" their needs so that they can carry out the agendas they arrived with.
Summary of Differences Between Outreach Orientation™ and "Persuasion" Orientation
Outreach Orientation™ is a mindset, a way of seeing your visitors that shifts your perception of what will make them want to become your customer.
Persuasion orientation: Identify what is critical to motivating your customer.
Outreach Orientation™: You realize that your customer arrives with motives fully formed and intact. You seek to understand those motives and make it your business to gratify them.
Persuasion orientation: Know what the preferred action is you want the visitor to take before you write your copy.
Outreach Orientation™: Know what the visitor wants to be able to do. Then craft your site to provide her with that opportunity.
Persuasion orientation: First clarify your target outcomes and then make sure everything leads to those outcomes.
Outreach Orientation™: First clarify your buyer's target outcomes and then make sure everything leads to those outcomes.
What you want your buyers to do is a given. The key insight is that they they already want to take that action. Your job is to facilitate their buying process so that they can. It may appear to you that you persuade them, and in the final analysis you do. But it is more effective to anticipate what they would do if given the perfect opportunity and focus on providing that opportunity. Let them persuade themselves.
Next: The key to getting buyers to persuade themselves is Motive Mining™
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