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Archive for October, 2007

FutureNow Post
Monday, Oct. 22, 2007 at 8:40 am

Nintendo & Women: A Love Story

October 22nd, 2007

wiimen in controlThere she is, standing in the piazza called Video Gaming. Sony saunters by without so much as a nod hello. Microsoft rushes past her so fast it sends her spinning. She’s surrounded by gunfire, stolen cars, electronic creatures with huge shoulders and small, perfect waists. (If only real men were built like that…)

With a heavy sigh, she heads toward the subway, back to Tetris Land, when something catches her eye. Is it? Could it be? Nintendo is walking straight toward…

...continue to read "Nintendo & Women: A Love Story"

FutureNow Article
Friday, Oct. 19, 2007

The Aristotle Code: Inspiring Online Credibility (Part 1)

October 19th, 2007

Plato and Aristotle discuss online persuasionYou want a credible website. And you’re a Grok reader, which puts you much closer to your goal. ; )

So you checked out Stanford University’s Persuasive Technology Lab slide show, and were careful to note the beginning explanation, where credibility was broken down into two components: (1) Trustworthiness, and (2) Expertise. (And boy, did those look familiar. Sort of… )

Where had you seen them before?

Being a good student of rhetoric, it hits you: Stanford got it wrong! There’s more than…

...continue to read "The Aristotle Code: Inspiring Online Credibility (Part 1)"

FutureNow Post
Thursday, Oct. 18, 2007 at 11:56 am

Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell

October 18th, 2007

Ever get the feeling that your marketing sounds like a broken record? If so, do you ever get the feeling that your marketing sounds like a broken record?

If so, maybe there’s good reason for that. Maybe it does (sound like a broken record).

Your company’s website is always on. It’s always there, speaking on your behalf. And it can get old quickly. Sometimes, it’s best to play it cool. Be yourself. Don’t try to pick up every customer you meet. If…

...continue to read "Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell"

Special Announcement
Wednesday, Oct. 17, 2007

Now Available: Turkish Edition of “Waiting for Your Cat to Bark”

October 17th, 2007
FutureNow Post
Wednesday, Oct. 17, 2007 at 11:19 am

Stanford’s 10 Guidelines for Increased Web Credibility

October 17th, 2007

Captology NotebookPersuasion starts and ends with credibility. Some would say that the offer is the fundamental element. But if readers doubt your intentions or honesty, you might as well be offering free $100 bills and still failing to convert.

Credibility is everything.

That’s why I found a recent 2002 report from the Stanford Persuasive Technology Lab so fascinating. Not only does it offer 10 Guidelines for increasing your website’s credibility — and they’re all solid guidelines. Better yet, you don’t even have to read…

...continue to read "Stanford’s 10 Guidelines for Increased Web Credibility"

FutureNow Post
Wednesday, Oct. 17, 2007 at 10:44 am

How Female Execs Shop for Consultants

October 17th, 2007

Face to faceDo women behave the same way in the office as they do at home? Is their buying process the same whether they are buying products and services for their home, or products and services for their company?

Deloitte & Touche is trying to find out.

According this Wall Street Journal article, Deloitte & Touche USA LLP has implemented a new program in conjunction with Marti Barletta’s TrendSight Group, to better understand the needs of female clients and train employees on how to…

...continue to read "How Female Execs Shop for Consultants"

FutureNow Post
Tuesday, Oct. 16, 2007 at 4:15 pm

Showdown at Emetrics Summit: Google Analytics Retools, Microsoft to Compete

October 16th, 2007

The hand of GoogleCompetition among web analytics providers is heating up. Today, at the Emetics Marketing Optimization Summit in Washington DC, Google (GOOG) announced several new features for its popular Google Analytics tool, including a customizable Google-branded in-site search box, in-site search reporting, event tracking and updates to its Urchin software — all of which should be a big help to small and medium-sized e-commerce shops. Previously at the Summit, Microsoft (MSFT) announced its own analytics platform, Gatineau.

How will these two giants compete? Here’s what we…

...continue to read "Showdown at Emetrics Summit: Google Analytics Retools, Microsoft to Compete"

FutureNow Article
Tuesday, Oct. 16, 2007

Case Study: Karma Police Arrest Radiohead for Leaving Cash on the Table

October 16th, 2007

raadiohead_checkout.jpgHumans are notoriously uptight. One moment we’re seething with anticipation over something that’s sure to be so thoroughly enjoyable that we can’t even picture complaining about it — ever — until the next day or so, when we do. Without warning, people will turn on your brand and tell their friends to do the same. This is why setting expectations online is crucial; something the band brand Radiohead learned the hard way after its novice online marketing efforts managed to disappoint…

...continue to read "Case Study: Karma Police Arrest Radiohead for Leaving Cash on the Table"

FutureNow Post
Monday, Oct. 15, 2007 at 6:57 pm

When Developers Write Copy — Part 2

October 15th, 2007
FutureNow Article
Monday, Oct. 15, 2007

Copywriting Tips: Accentuate the Negative

October 15th, 2007

Bing Crosby had it wrong. You can’t accentuate the positive without — at least implicitly — admitting the negative. (Not if you want to be credible, anyway.)

The Law of Compromise is built into our worldview. We’ve all learned and relearned the painful necessity of denying ourselves one thing in order to gain another. Try to “eliminate the negative” aspects of your product with glowing web copy, and that image will eventually clash with the reader’s sense of reality. It raises…

...continue to read "Copywriting Tips: Accentuate the Negative"

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