Persuasive Momentum Destroyer Checklist

How do you know whether your marketing and sales activities are creating persuasive momentum dead ends? The checklists below help you evaluate marketing, web site, and sales momentum destroyers.

Marketing-oriented Momentum Destroyers

• Awareness activities that don't link the prospect's need to your company's solution.
• Search word buys that don't lead to pages with valuable information that address the intent of the search.
• Non-integrated marketing campaigns.
• Integrated marketing campaigns with broken linkages.
• Promotions that are not known or not honored at point of sale.
• Banner ads that push a purchase before the viewer even knows what the product can do for them.
• Marketing content that does not establish value for the buyer.
• Lead nurturing programs.

Explore how marketing can create dead-ends in your efforts to build persuasive momentum.

Web Site Momentum Destroyers

• Overview content that doesn't link to details.
• Lack of contextual information that links the prospect's problem with the offerings.
• Marketing brochures in the form of PDF or Word documents such as white papers, data sheets, etc.
• Content designed for people who have already purchased your product.
• Posting product documentation.
• Lengthy web page design.
• Content not specifically designed for the web.
• Lack of feedback mechanism.
• Difficult to find contact information.
• Difficult to find or select appropriate sellers of the offering.
• Use of flowery marketing language in the web content.
• Failure to provide proof to back-up your claims.
• Information architecture organized around your business instead of around the buyer.
• Poorly designed on-line purchase processes.
• Lack of descriptive content that addresses when, why, how, who and where questions.
• Lack of details necessary to motivate a buying decision.
• Inconsistent or contradictory information.
• Registration roadblocks to valued content.
• Any part of the web experience that causes frustration.
• Lack of integrity or honesty about offering in the content.
• Making the buyer search for a product price.

See how your web site creates dead-ends in your efforts to build persuasive momentum.

Sales-oriented Momentum Destroyers

• Lack of understanding of the prospect's buying process.
• Blatant ignorance of the prospect's buying process to pursue sales goals.
• Trying to move a buyer to the next stage of the buying process without creating buyer confidence at the current stage.
• Sales presentations that are not personalized for the buyer.
• Communications using the company's vernacular rather than the buyer's.
• Incorrectly set expectations.
• Broken promises.
• Different pricing in each channel.
• Lack of links between channels.
• Lack of integrity and honesty.
• Needs (related to the sale) left unmet in the sales process.
• Lack of follow-up once the money has exchanged hands.
• Overselling the product's capabilities.
• Not being forthright about the product's price.

Explore how sales can create dead-ends in your efforts to build persuasive momentum.

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