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Archive for February, 2008

FutureNow Article
Wednesday, Feb. 20, 2008

Does a 100-ton Drill Rig Need Web Copy?

February 20th, 2008

drilling down with copyLast week, one of our readers emailed Bryan after finding herself in a tough situation.

Her firm does content development for websites, so she’d never literally been at a loss for words — not online, anyway — until a new client hired her to write some search engine-friendly copy. For the first time, she questioned whether her client’s site actually needed Web copy to do its job. She was stumped.

The client sells new and used industrial drill rigs, augers, hammer grabs, oscillators…

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FutureNow Article
Tuesday, Feb. 19, 2008

Why “Harmless” Stereotypes Kill Marketing Campaigns

February 19th, 2008

Borat offers stereotypes at costWe all use stereotypes. They’re a shortcut to understanding people who are not like us.

Occasionally — perhaps more often than we’d like to admit — there’s at least some grain of truth in stereotypes. There are a few attributes that may be accurate about each of the groups others lump us in. So why are they so harmful?

In an article for MSNBC (“Science Gets the Last Laugh on Ethnic Jokes”), Kathleen Wren discusses a recent study showing that real personalities…

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FutureNow Post
Monday, Feb. 18, 2008 at 1:20 pm

How to Drive Customers from a Yogurt Lid to a Website

February 18th, 2008

the purple cow bluesI don’t have a strong allegiance to any one yogurt brand. I enjoy yogurt and eat it fairly often, but I usually bounce between brands. Recently, though, Stonyfield Farm had a unique opportunity to convert me into a full-time customer.

Right there on the lid was this note:

“Profits for the Planet — You can’t have healthy food or healthy people without a healthy planet. That’s why we give 10% of our profits to efforts that help protect and restore the Earth.”


...continue to read "How to Drive Customers from a Yogurt Lid to a Website"

FutureNow Event

Call to Action: Website Optimization Seminar, San Francisco

February 18th, 2008

Who: Join Bryan Eisenberg, co-founder of Future Now, for the first-ever West Coast edition of this popular event based on his bestselling book, Call to Action: Secret Formulas to Improve Online Results.

What: This seminar outlines todays most effective conversion rate marketing tactics. Discover how Persuasion Architecture™ methodology can help you get the most out of your web analytics, web design, usability, social media, information architecture, and search engine optimization efforts.

Are you planning for top performance? Are you accurately evaluating…

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FutureNow Event

Persuasive Online Copywriting Seminar, San Francisco

February 18th, 2008

Who: Spend the day with two of our most popular Persuasion Architects, Holly Buchanan and Jeff Sexton.

What: Learn from the experts about making your copy more persuasive and speak to all of your market segments. Not only for copywriters, past attendees include C-level execs, marketing directors, entrepreneurs, and others who just want to improve their online communication skills.

This one-day seminar is packed with practical real world examples and “how to” exercises. The focus is on giving you simple yet effective techniques that…

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Special Announcement
Monday, Feb. 18, 2008

Save Hundreds Off Our Upcoming West Coast Seminars

February 18th, 2008

Just a friendly reminder to West Coast readers to take advantage of the early registration discount for upcoming events in San Francisco…

Call to Action – March 27, 2008

Call to Action is led by the incomparable Bryan Eisenberg, best-selling author and co-founder of Future Now, and is based on the Eisenberg brothers’ best-selling book, “Call to Action: Secret Formulas to Improve Online Results.” This seminar presents the principles of Persuasion Architecture and the tactics of conversion rate marketing, and will help…

...continue to read "Save Hundreds Off Our Upcoming West Coast Seminars"

FutureNow Article
Friday, Feb. 15, 2008

When a Banner Ad Becomes a One-Click Stand

February 15th, 2008

Holidays are a great time to advertise. Because of the emotional context, marketers know people will be especially attracted to holiday-themed ads. Valentine’s Day is no exception: You can almost set your clock to the sudden rush of banners strewn with cheesy hearts, bears and candy kisses.

Banner ads, once clicked, usually evoke the confusion of Alice’s rabbit hole more than the come-what-may optimism of Forrest’s box of chocolates — either way, you don’t know what to expect.

Grabbing attention is tough, and…

...continue to read "When a Banner Ad Becomes a One-Click Stand"

FutureNow Article
Friday, Feb. 15, 2008

Getting the Most Out of Your Personas

February 15th, 2008

Personas are everywhere these days. They’ve long surpassed the buzzword and fad stage. They’re mainstream.

Marketing firms, usability firms, even companies’ internal marketing teams are crafting personas. Posters of personas are hung proudly in conference rooms. Tacked-up personas dress cubicles from coast to coast.

Sadly, many of these personas are only attracting dust bunnies. They don’t see any recognition past the initial creation.

If you spent any amount of time and resources building personas that represent your customers, it’s reasonable to consider getting…

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FutureNow Article
Thursday, Feb. 14, 2008

The Cost of Leaving Hispanics Lost in Translation

February 14th, 2008

Talking about Latinos — especially Latinos online — is quite trendy these days. We’re online, alright, but the numbers aren’t as impressive as one might think. Currently, one in ten U.S. internet users are Latino. Meanwhile, the conservative estimate is that 18.8 million of the 44.3 million Hispanics living in the United States today are online.

But that’s changing — fast.

You’re probably aware that Latinos are the fastest growing minority in the U.S., yet most businesses don’t realize that by 2050, Latinos will be…

...continue to read "The Cost of Leaving Hispanics Lost in Translation"

FutureNow Article
Wednesday, Feb. 13, 2008

Let Visitors Design Your Site for You

February 13th, 2008

You’ll never build a site that’s as good as the one your visitors can build for themselves.

Even people with no sense of aesthetics are brilliant designers. It’s true.

How do you turn every visitor into a Web designer without training them, paying them, or even letting them know what you’re up to? (It’s not as bad as it sounds. Really.)

By conducting A/B and multivariate tests, you empower customers to collectively decide what works best for them. Supply them with different variations…

...continue to read "Let Visitors Design Your Site for You"

Marketing Optimization Blog
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