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

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

Next, we will create a persuasion-specific clickmap which demonstrates how your site intends to create the momentum necessary to persuade each persona, so that personas are comfortable with taking the actions that you want (such as a purchase, or signing up for a newsletter, or so on).

Finally, we will guide 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 your optimization and testing of your Persuasion Architecture® plan.

So, how does Persuasion Architecture® planning work? How does it help plan customer-focused experiences? We start first by seeking detailed answers to three questions at exist at every stage in a website or multi-channel communications plan (even those that don't use Persuasion Architecture® are subject to these constraints):

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

Although it seems deceptively simple, successful implementation of a 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 FutureNow Inc. to plan, build and optimize persuasive systems, on-line and off, 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 to optimize them.

Persuasion Architecture® guides you to document every assumption based on your customer personas' motivations. It then asks the Persuasion Architect to predict the scenarios that those personas (buying 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 in conjunction with our OnTarget™ service. This scenario optimization process is a six sigma process, that allows the Persuasion Architect to understand whether it is the execution of the plan or the assumptions underlying it that require optimization, correction, or refinement.

Although we're the experts, Persuasion Architecture® isn't just a FutureNow 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 will 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 the value of your products and services to potential customers in their own language, and on their own terms using 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) that your business needs
• 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

The Persuasion Architecture® planning methodology, including the MAPtools software suite, as well as other FutureNow intellectual property such as OnTarget™, is available for licensing, and even private white labeling.