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How do you guide your web users toward adopting an idea, attitude or action which
will ultimately benefit both them and you? In this newsletter we give you some insights
into cScape's thinking on the Science of Online Persuasion, and some handy tips
on how to move your customers beyond satisfaction, get them interested and curious,
encourage them to find out more and, ultimately, to take action.
If this newsletter has sparked your curiosity, we are also giving out three books
in the 'build your persuasion library' competition!
As you can tell from the 'frontline reporting' here, cScape has its finger firmly
on the pulse of emerging trends in persuasive solutions. And we are growing, too:
not only have we expanded our Customer Engagement Unit, but we have also set up
an office
in Leeds to take on new business opportunities and recruit new staff in
the North.
I hope you will enjoy the read. If you do, why not share it with friends and colleagues?
Do pass this newsletter on to them.
Best wishes
Theresa Clifford
Sales & Marketing Director
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01 |
Do you feel like you're spending lots of time slaving over your website or email
without being sure your users will click when you want them to? Richard Sedley provides
some tried and tested persuasion techniques that will help you convert.
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02
Persuasive Solutions for demanding times
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Listen to a podcast of Richard Sedley's presentation at the recent cScape breakfast
seminar or read a transcript.
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03 The A-Z of persuasion
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An alphabetical guide to all you need to know about online persuasion. From Aristotle
- the granddaddy of persuasion, who developed rhetoric as the art of using language
effectively and persuasively – to Ziegelmueller – the advocate of inductive proof
in the persuasion process.
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An engaging cross-examination
In this interview by cScape customer engagement consultant Dave Chaffey, Richard
Sedley defines customer engagement, explains why it's "hot", and highlights the
perils of ignoring it.
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05
Build your persuasion library
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Your chance to win three essential readings on persuasion – these are the best books
on the topic in the last 10 years:
Robert B. Cialdini's Influence: The psychology
of persuasion
B.J. Fogg's Persuasive Technology: Using computers to change
what we think and do
Bryan and Jeffrey Eisenberg's Waiting for your cat to
bark? Persuading customers when they ignore marketing.
For a chance to win these books, just listen to Richard's podcast on the
art of persuasion in the online environment and answer the following question:
What "greases the cogs" between the conversion and retention of customers?
Send your answer to Nathalie Rothschild:
n.rothschild@cscape.com
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06
cScape dispatches
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Showcasing cScape: If you were at Internet
World last week, you may have came across cScape's showcase stall in the
centre of the Microsoft stand. cScape technical consultants Ben Robb and Chris O'Brien
also gave presentations on Web Content Management in Microsoft Office SharePoint
Server 2007 (MOSS) and showcased the
Ministry of Sound / Hed Kandi website.
Did you miss Ben's and Chris' presentations? Click here to
learn more about the
Hed Kandi site, the world's first ever live project on MOSS, which cScape achieved
last year.
Reflections on a summit: Did you go to the European Corporate Podcasting
Summit in London in March? If not, this is your chance to catch up. Oliver Wood
from the Chartered Institute of Personnel and Development and Richard Sedley from
cScape went along – you can read about their impressions of the event, and
their thoughts on podcasting.
Frontline consultants: Our customer engagement consultant Dave Chaffey went
to the E-metrics conference in London. For an insight into some of the approaches
that advanced online marketers are using to increase visitor engagement and sales,
read
Dave's report on the E-metrics conference.
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07
Top 3 free search engine optimisation tools
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Everyone wants to be top of the Google search results. Optimising your pages is
often considered a bit of a dark art, but there are some great free tools out there
that can help you. Here are three to get you started.
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08
Date for your diary
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Wondering how to benefit from the next generation web?
cScape's
thought leadership event:
From user experience to customer engagement on 22
May will give valuable insights into gaining competitive advantage through customer
engagement.
For more information contact
Theresa Clifford.
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