• by January 4, 2008

Some compelling dialogue here. Here's another. Search is about discovery. Sometimes I want to discover what I am precisely looking for (snow tires, cheap airline tickets, etc.) and in my search results I "discover" postings for my consideration. In this example, I am already in a "pre-demand" state of mind.

Sometimes, however, when I am searching, I "discover" new things. Examples: I am looking for cheap airline tickets and "discover" cheap travel packages in the results. Search engines are about discovery -- of the things I am looking for and the things that are pleasant surprises.

Persuasion is most successful when there is qualified pre-demand. In other words, once I am in the "I want to find what I'm looking for" state of mind, considering options, a few persuasive words here and there could be the difference between doing this or that. But it's all about the discovery.