Buyer Persuasion Points

Sarah Jamieson - Wednesday, March 19, 2014

This blog is adapted from a series of articles I wrote with my colleague James Atkinson entitled: SEO Strategy: Buyer Persuasion Points.

I said yesterday that I would show you what I call “Persuasion Points”. These are the points at which a business or marketer can persuade and move the online prospect towards a SALE.

While it may all seem chaotic and utterly indecipherable, searchers actually go online for only THREE reasons:

Information, connection, or purchase!

So, this is my working definition for making online sales:

“Online buyers and sellers meet and transact when searchers, seeking a solution to a need, go online for information, connection, or purchase.”

The image below shows the various stages a typical online searcher goes through – from perceiving a need to buying a product.

Each stage should be covered through careful keyword research:

Buyer Persuasion Points


The arrows show an idealized process. In fact, prospects perceiving a need or desire (A) may research solutions in a different order; for example, they may read some sales material (F), then find a blog (D), and then subscribe to an email list (E).

The point is that there is a research and education process that occurs as a prospect moves from identifying a need to buying a product or service to meet that need. Each “contact point” encountered during search shapes the searcher’s perceptions.

There are a number of points at which a business can influence and persuade searchers. The first six green dots are Persuasion Points that a business website can use to create reciprocal relationships with searchers. These relationships can eventually lead to sales.

The essential issue here is that a business must cover all the bases.

That is, its online marketing strategy should be aimed at allowing searchers to FIND the business no matter what approach the searcher takes to solve his or her perceived need.

This type of online marketing strategy aims to “take prospects off the market” at every point in the search-to-sales-continuum. In this way the business ensures that searchers who land on a website page eventually look to that business to be their only source of information, connection – and ultimately of sales.

At Persuasionworks we use these Persuasion Points to help our customers clarify, adopt, and implement a measurable online marketing strategy.

Keyword Strategy

Persuasionworks will assist you identify and target keywords with high market conversion potential. Our system identifies key phrases within those Persuasion Points that are related to the main keywords of the business. The market potential in this particular range of keywords is enormous.

The human mind simply cannot guess all of the keywords being used in a marketplace. Keywords, in fact, can only be successfully selected by scientifically-based research.

Persuasionworks selects keywords by considering a huge range of terms used within a market. In consultation with each business, we would carefully consider how you wants to position itself in any particular marketplace.

Persuasion and Content Strategy

There is a direct correlation between relevant web content and high search engine rankings. An authoritative website discussing its core subject will use “expert vocabulary”. A business become authoritative when it uses keyword-rich informational pages, blogs and other media such as videos and audios that are properly optimized.

Persuasionworks can help formulate this type of a persuasion and content marketing strategy.

In my next blog I'll build on today's discussion and further explain what online sellers need to do to take advantage of 'Buyer Persuasion Points'.