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Archive for September, 2005

FutureNow Post
Friday, Sep. 2, 2005 at 4:23 pm

Personas, Women & Stereotypes

September 2nd, 2005

Michele Miller has a great post in her blog today ( "A View thru the Windshield of Life" ) and it is a must read for anybody who is creating female personas. Michele helps to strengthen our point about why stereotypes are dangerous when you are trying to architect a persuasive system.

...continue to read "Personas, Women & Stereotypes"

FutureNow Post
Friday, Sep. 2, 2005 at 3:52 pm

Good Online Copywriters Are …

September 2nd, 2005

Monkey_and_inkwell"What makes for good online copywriting?"  Both marketers and copywriters have their reasons for asking this question.  And we’ve got answers like Carters proverbially had liver pills.  You can read them.  You can come listen to them.  (Answers, that is. Not pills.)

"Can you recommend a good online copywriter?"  Ah.  Unfortunately we have considerably fewer answers to that one (although we wish we were busting at the seams with them).  So, as Holly Buchanan and I put the finishing touches to our upcoming…

...continue to read "Good Online Copywriters Are …"

FutureNow Post
Friday, Sep. 2, 2005 at 10:12 am

Multichannel Marketing Issues, Part 2

September 2nd, 2005

Part one of this series discussed how persona use can overcome the challenges that come with multichannel marketing and help companies maximize their persuasive efforts. I outlined three specific ways to use personas across selling and marketing channels:

Interact with personas, their needs, and motivations, and uncover new selling opportunities. Learn how, when, and why they shop and make decisions in your category. Walk through all the channels and touch points with the personas to ensure a great, consistent experience. Write and…

...continue to read "Multichannel Marketing Issues, Part 2"

FutureNow Post
Thursday, Sep. 1, 2005 at 12:49 pm

DIY Online Marketing: The End of Media Buyers?

September 1st, 2005

In her column today Tessa Wegert wrote:

Media buyers and planners are again in high demand. According to  TalentZoo, the number of media jobs now available is about three times greater than last year. And recruiting industry insiders say demand is high for those with online experience. Things are looking up.

Or are they?

Media buyers may no longer want for work, but another phenomenon now threatens to obstruct our progress: do-it-yourself media campaigns.

Her column is worth reading. It has me thinking.


...continue to read "DIY Online Marketing: The End of Media Buyers?"

FutureNow Article
Thursday, Sep. 1, 2005

Honey v. Vinegar

September 1st, 2005

Error messages that avoid blaming your visitors reinforce your customer focus

My neighbor to the right shakes his head and informs me, “You catch more flies with honey than vinegar.” He does this whenever the topic of my neighbor to the left comes up in conversation – it’s his way of saying my neighbor to the left is lacking in the interpersonal communication skills department.Far too many Web sites serve up a nasty dose of vinegar when it comes to the…

...continue to read "Honey v. Vinegar"

FutureNow Article
Thursday, Sep. 1, 2005

The Long and Short of Persuasion

September 1st, 2005

In the “long versus short” debate on copy length, go for “just right”

Enter the Bear family home. They are discussing optimal copy length.

Papa Bear thinks copy shouldn’t be “too long.” Mama Bear counters it shouldn’t be “too short.” Long, short, long, short. You’re head can whip back and forth faster than the balls fly at Wimbledon. But if you’re caught up in their debate, you’re actually missing the point. Fortunately, there’s Baby Bear, sensible cub that he’s always been, who…

...continue to read "The Long and Short of Persuasion"

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