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SER: Critical slide from Turning Lookers Into Bookers

Nathan Stewart answering a question from the audience over his session on Turning Lookers into BookersTowards the end of Nathan’s session a slide was shown briefly that gave an example of how to progressively write successful content that appeals to all personas; reading personalities.

I made the foolish move of not running up the escalator to listen to Nathan Stewart’s (from Alkemi) session and missed half his topic! I did grasp the concept of providing page content that appealed to the majority of your visitors personality which was a real gem.

Understanding different Personas

AMIABLE
Attitude: Personal, activity orientated
Question: Why is your solution best to solve the question?
Approach: Address values and provide assurances, credible opinions rather than options
Sample Copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

ANALYTICAL
Attitude: Businesslike, detail orientated
Question: How can your solution solve the problem?
Approach: Provide hard evidence and superior service
Sample copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

EXPRESSIVE
Attitude: Personal, relationship related
Question: Who has used your solution to solve my problem?
Approach: Offer testimonials and incentives
Sample copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

ASSERTIVE
Attitude: Businesslike, power orientated
Question: What can your solution do for me?
Approach: Provide options, probabilities and challenges
Sample copy: Our approach is personalised to meet your objectives. The bottom line is our results are guaranteed. Explore our methodology to discover how thousands of clients just like you have been delighted.

This session slide is from the Turning Lookers into Bookers session on the 21st of March at the Search Engine Room 2007 conference held in Darling Harbour, Sydney, Australia.

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