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PersuasionArchitecture™ PersuadingCustomersWhenTheyIgnoreMarketing WITHIN WhatPersuasionArchitecture CanMeanforYou Anexecutivesummary describingthenatureof PersuasionArchitectureandits valuetoyourbusiness ThePersuasionArchitecture WhitePaper Anoverviewofthebusiness philosophiesbehind PersuasionArchitecture withanexplanationofits processesandapplications FUTURENOW,INC. Copyright©2006byFutureNow,Inc. WrittenbyLisaT.Davis Allrightsreserved.Theinformationinthisdocumentisconfidential andproprietary.Noportionofthisdocumentmaybereproduced, storedinaretrievalsystemortransmittedinanyformorbyany means—electronicmechanical,photocopy,recording,scanningorother—except forbriefquotationsinreviewsorarticles,withoutthepriorwrittenpermission ofthepublisher. PublishedbyFutureNow,Inc. 246CreamerStreet Brooklyn,NewYork11231 877.643.7244 info@futurenowinc.com Website:http://www.futurenowinc.com PersuasionArchitecture™,PersuasionArchitect™,PersuasionArchitectureMAPSuite™ andComplexogram™aretrademarksofFutureNow,Inc. PersuasionArchitecture™|2 CONTENTS IndustryExpertsTalk5 WHATPERSUASIONARCHITECTURECANMEANFOR YOU:ANEXECTUTIVESUMMARY7 THEPERSUASIONARCHITECTUREWHITEPAPER12 SOLVINGTHEPROBLEM14 THEBASICEXCHANGE16 YouSell16 TheyBuy17 TheTwainMustMeet18 THEARCHITECTURALMETAPHOR19 MAPPINGSUCCESS21 TheEssentialQuestions19 TheNatureofYourProspects22 VoluntaryParticipants23 PropensitytoBuy23 Personality24 UniverseofBuyers25 ThePhasesofPersuasionArchitecture26 Uncovery26 AModelforSelf-Disclosure27 TheMilitatingFactorsinYourSale28 Personas30 Narratives31 ASampleNarrative33 NavigatingtheUncoveryProcess33 Wireframing34 PersuasiveMomentum35 Calls-to-Action,Points-of-Resolution,ResolvingDoors37 ScenariosandTheirComponents38 ScenariosHaveLinearandNon-LinearAspects42 ASampleScenario:InformationGathering43 CreatingtheWireframe45 PersuasionArchitecture™|3 Storyboarding46 Prototyping47 Development48 Optimization48 SixSigmaWebMarketing49 PERSUASIONARCHITECTUREBEYONDYOURWEBSITE51 Persua