SOURCE: Portent Interactive

July 28, 2006 14:43 ET

New Book "Conversation Marketing" Offers How-To Guide for Getting Attention, Attracting Customers and Building Sales on the Internet

SEATTLE, WA -- (MARKET WIRE) -- July 28, 2006 -- In his new book, "Conversation Marketing: Internet Marketing Strategies," Seattle-based interactive marketing guru Ian Lurie provides a rubric for helping organizations of all sizes use the Internet to get attention, attract customers, and build sales.

Based on Ian's proven Conversation Marketing model, which treats the Internet as a unique two-way marketing medium (not unlike daily conversation), the book provides a How-to Guide ensuring that smart, savvy businesspeople can work with "web-heads" to create web sites and couple them with effective interactive marketing campaigns "that ring the cash register."

It's not easy tying all the different facets of a successful internet marketing campaign into a neat, easy-to-explain package -- "Conversation Marketing" accomplishes that without oversimplifying or missing the important stuff, and by distilling all of the technology and three letter acronyms into a common-sense internet marketing strategy.

In just under 100 pages, the book provides tools to make good decisions about:

--  Who is your online audience
--  What is your internet marketing strategy
--  Design and features of your site
--  Promoting your site online, without being tacky
--  Analyzing results, and drawing the right conclusion
--  How to create a good call to action
"Conversation Marketing: Internet Marketing Strategies"
Published by Portent Interactive/Trafford Publishing
ISBN: 1-4120-9224-8
Paperback: $19.95
(To purchase online, visit: or


Ian Lurie is CEO of Portent Interactive, ( a Seattle-based interactive marketing and communications agency. Founded in 1995, Portent helps clients attract visitors and turn them into customers by combining technical, marketing and creative expertise for great online experiences. Clients include Chateau Ste Michelle wineries (, Fairchild Publications (, Princess Alaska Lodges (, Dessy Group (, and the International Association of Machinists and Aerospace Workers ( His Conversation Marketing blog ( provides a forum for common sense Internet strategies and the technology, communications and design behind them.


"Know thy audience. Before I get into that, though, I should explain what 'audience' really means. Your audience is the group you're trying to communicate with and persuade (you're always trying to persuade, even if you're just trying to persuade them to keep listening). Really, awareness of audience requires awareness of three things:

--  Personas: The attributes that define your audience.
--  Workflow: The way your audience is most likely to move through your
--  Calls to Action: The places in that workflow where there's some
    specific action you want them to take, such as purchase, sign up, download
    a white paper, etc."

Taken from Chapter Three, Know the Room, Prepare for Your Conversation

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