Читать книгу Conversion Marketing - Bryan Heathman - Страница 8

Foreword to this Marketing Classic

When I started my work as an author and motivational speaker, I had a philosophy of helping people help themselves to achieve their dreams. Through this mindset, I have had the privilege of working with leading professional speakers and sharing the stage with US Presidents, professional athletes, famous CEOs and fighter pilots.

Through these life experiences, I have come to realize that life is less about what you accomplish, but it is more about who you help along the way.

Over the years, I have seen marketing tools come and go. Smartphones and social media have changed the landscape of marketing and the next disruption is right around the corner for marketers. What I enjoy about the philosophy of Conversion Marketing is that the principles hold true for decades, regardless of the latest marketing technologies.

Research reveals that consumers differ greatly in their needs and desires. Therefore, consumers must be classified into segments to properly market. In my social media endeavors, I have created distinct segments with my fans whether they are fans of my work in politics, inspiration or leadership.

A conversion strategy is a fundamental aspect to each of these segments. My thinking around what makes consumers buy has been shaped by Dan Ariely’s book Predictable Irrational. Conversion Marketing takes these principles further by practically applying them to website marketing and delving into the psychological buying triggers that influence online purchase behavior.

Marketing is not a static endeavor. Marketing is constantly adapting to consumer buying patterns and Conversion Marketing is one of the revolutionary changes that keeps the marketing field alive and vibrant.

As you read this work on the subject of conversion, I think you will find that Conversion Marketing is a powerful tool for impacting the bottom line in many types of marketing endeavors, from start-ups to Fortune 500 companies.

Chris Widener Author & Professional Speaker Author of New York Times best seller The Angel Inside