Reading last week on Working Knowledge @ Harvard I came across a gem of an article from quite a collection of minds- the uber-smart author of the Innovator’s Dilemma, the co-founder of Intuit, and the Chief Strategy Officer of the Advertising Research Federation.  What drew me in was this editor’s note:

Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs.

Naturally, this being a Harvard pub, the editor referenced the…

...continue to read "Does your product solve my problem?"

2005 was a great year for e-business.

Goldman, Sachs & Co., Nielsen//NetRatings, and Harris Interactive Inc. reported online sales grew 30 percent year over year this holiday season. That’s great news. If you were one of the businesses that experienced this level of growth (or better), your online business should get lots more attention in 2006. On the downside, you’ll be challenged to hit some lofty growth goals.

A few weeks ago, I shared some thoughts and advice on what you should work…

...continue to read "Ten E-Business Proverbs for 2006, Part 1"

Evaluate whether your site preserves the scent trails your customers want to follow

Every time customers initiate a search, they’re sniffing for scent. People hunting for data on the web behave remarkably like animals sniffing out prey. It’s the most effective means of finding a teeny-weeny squirrel in awfully biggish forest.

Preserving and creating intentional scent trails on your site translates to improved ROI for your paid and organic search terms. How well does your site preserve the scent trails your visitors…

...continue to read "Does Your Website Stink?"

Learn how to harness the power of old-fashioned word-of-mouth marketing in cyberspace

Time to start gathering around those virtual fences, o dearly beloved reader – that’s where a lot of marketing action is taking place. Word of mouth, the oldest form of marketing, is shaping up to be the most talked-about trend of 2006. Forward-thinking brands are already racing to encourage and harness consumer-generated media to drive greater business impact.

The proof that word of mouth has hit the mainstream? As Pamela…

...continue to read "Word of Mouth Meets the Internet"

Future Now would like to extend our congrats to Bazaarvoice for launching their new website today.  Bazaarvoice helps customers build business with word of mouth on their eCommerce website. 

Our very own Chief Persuasion Officer Bryan Eisenberg is an advisor as well. 

We expect big things.

...continue to read "Bazaarvoice.com Launched!"

I was shopping for a laptop and found something interesting while configuring one that I liked. Take a look, at the upper right had corner of the image after clicking on it, at the title of this page. It is obviously labeled correctly. I’m just not sure it was appropriate to share it with the public. Do you agree?

...continue to read "Sony’s Not Too Subtle Upsell"

In past columns, I’ve talked about creating personas and evaluating them. Today, I’ll explore how many personas are enough.

When clients ask us how many personas they should have, we typically tell them a handful — two to seven — is enough.

Not long ago, a client tried to identify its market segments and announced it would need 42 personas. After the uncovery process, we identified a need for 7 personas, not 42. The client was skeptical, believing we couldn’t address the needs of…

...continue to read "How Many Personas Do You Need?"

Lay down a good scent trail to sustain momentum beyond your banner ad

People are bombarded by advertisements. The things are everywhere – blazoned on surfaces from taxicab roofs to bathroom stalls. And banner ads appear on virtually every website with traffic worth talking about.

But the ad isn’t an end unto itself. It’s great when your ad’s salient and catchy enough to snag someone’s interest. The payoff is what happens after someone clicks through.

Now, Vicky’s one smark cookie. And it seems…

...continue to read "Victoria’s Real Secret"

Come learn how to create and write persuasively for personas

I’m sitting on a stark metal folding chair. There’s a sole bright light bulb glaring overhead. Out of the shadows walks a man in an Armani suit and $400 sunglasses. He stares at me. “Ok – I’ve just about lost my patience. Talk. Don’t hold anything back. I’ll know if you’re lying.”

I squirm uncomfortably in my chair, but keep my mouth shut.

“If you don’t start spilling the beans – this could…

...continue to read "Creating and Writing for Personas"