Persuasion Architecture® Service

You will get a full interactive site plan developed in conjunction with your internal team. A Persuasion Architect will guide you and your team through the entire process.

First we will segment your customers into personas based on established demographic and psychographic categories and plans persuasive scenarios consistent with how each of your personas approaches your products or services.

Next, we will create a clickmap, the demonstrates how you site intends to create momentum to persuade each persona, so that they are comfortable with taking the actions that you want, such as a purchase.

Finally, we will then quide you through the implementation of your Persuasion Architecture® planning, instructing your team on proven techniques to write copy and create elements that meet your personas needs. After launch we will assist you in optimizing and testing your Persuasion Architecture® plan.

So, how does Persuasion Architecture® planning work? How does it help plan customer focused experiences? We start first seeking detailed answers to threequestions at every stage in a website or multi-channel communications plan:

• Who is your audience?
• What actions do you need them to take?
• What information do they need in order to feel confident taking action?

Although it seems deceptively simple, successfully implementing Persuasion Architecture® requires hard work and planning. Persuasion Architecture® is not a "black box" solution; rather, it's a comprehensive process to map the entire customer experience across communication channels (e.g., website, radio, print, TV, or between departments within large organizations).

By using a proven methodology, and our own proprietary software tool (MAPTools) a FutureNow Persuasion Architect will assist you every step of the way.

Persuasion Architecture® is a framework, methodology and software tool set developed by Future Now Inc. to plan, build and optimize, persuasive systems on-line and off-line, irrespective of the media channel. The unique benefit of Persuasion Architecture® is that it allows you to scientifically plan marketing scenarios from a customer-centric perspective and optimize them.

Persuasion Architecture® guides you to document every assumption based on your customer persona's motivations. It then asks the Persuasion Architect to predict the scenarios that those personas (buyers modalities) will navigate. On-line, Persuasion Architecture® uses its web analytics scenario language (PAXML -- Persuasion Architecture® XML) to measure scenarios and optimize against those predictions. This scenario optimization process, is a six sigma process, that allows the Persuasion Architect to understand whether it is the execution or the assumptions that need correction.

Although we're the experts, Persuasion Architecture® isn't just a Future Now service; it is a methodology that can be learned and applied directly to your business. There are unique challenges facing marketers in today's fragmented media landscape and Persuasion Architecture® Planning can help you capture and maintain your customer's attention by:

• Articulating your business goals and objectives to match those of your customers
• Defining Key Performance Indicators to accurately measure success
• Segmenting your customers into personas based on psychographic research
• Demonstrating value of your products and services to potential customers in their own language, and on their own terms with Customer Personas
• Creating momentum with each step (or "micro-action") customers take at various stages of their buying process, so they're comfortable taking the critical actions (or "macro-actions," such as a purchase)
• Mapping your content in a way that is clear to web designers, copywriters, advertising agencies, or anyone else who implements content or creative.
• Injecting relevance into each customer touch-point in a communications process
• Planning persuasive scenarios to include and account for each of your customer angles of approach including all of their buying modalities
• Optimizing your sales process to ensure that your online, offline, or multi-channel strategy is working to its full potential

Persuasion Architecture® planning methodology, including the MAP Suite software, as well as other Future Now intellectual property is available for licensing.