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Wednesday, Aug. 20, 2008 at 10:10 am

Not Just Another Press Release

By Jeffrey Eisenberg
August 20th, 2008

Public companies issue a lot of press releases. Some of them are issued to announce something to the press or to brag but many others are issued simply to comply with the SEC’s public disclosure provision of Regulation FD. What that means effectively is that if you ask the CEO of a public company about her company she can’t tell you anything that isn’t publicly disclosed. That used to mean either an SEC fling or a press release. Welcome to 2008 and thank you to the SEC, the SEC now recognizes company blogs as public disclosure.

FutureNow is part of the public company Future Now Group, Inc [OTC BB: FUTR.OB] and from time to time we are going to publicly disclose information on this blog. GrokDotCom has wider readership than any press release we could issue. Press releases do get wide “distribution” but distribution is not the same as readership. When we include our email channel, to our rss and blog visitors GrokDotCom has more than 100,000 unique readers per month.

Practicing what we preach means we can track the difference. When we wrote our press release about “Dr. Phil” project there wasn’t nearly as much response as when we blogged about it here. In fact, the reponse was so good that we added almost all the paid alpha-testing clients we needed. We could still use three more testers in lead generation and one more retailer with a considered purchase, contact us if you want to be an alpha-tester or even if you just need to improve your results. The trials are going very well and we’re on target to launch in beta next quarter. Oops ;-) Not really a slip of the tongue. The software- as-a-service line will carry the name OnTarget (TM) – powered by Persuasion Architecture (R).

The “Always Be Testing: The Complete Guide to Google Website Optimizer” launch and marketing are going full steam ahead. Bryan did get writer’s cramp while hundreds stood on line at Search Engine Strategies in San Jose to have one of the 500 books Google gave away autographed. The post-release reviews match the advanced praise and are so positive that I’m glad I didn’t co-author it or I’d have to blush.

Most importantly FutureNow’s thinking shined in the book. We’re proud of the interactive marketing optimization processes and systems developed by FutureNow. We get clients great results. In fact, I just confirmed today that we have another new client, working with our newest employee, who early on in their engagement already has a 142% increase in top line sales. Natalie is sharp and because she uses our processes she is able to deliver exceptional advice.

Without that advanced thinking we could never automate to the degree that our new SaaS lines allow us to. We are able to scale the development of quality recommendations. While that may put margin pressure on other consultants; that’s not our main goal. OnTarget is a highly disruptive business model. OnTarget will make it possible for many more small-to-medium size businesses to afford quality marketing optimization systems while being simple enough that they can effectively use it. That is why we are certain that OnTarget will increase the addressable market size dramatically.

Best of all, all that publicity is really being appreciated by our sales team who are rocking and rolling with the best pipeline FutureNow ever had and they are on target to exceed our quarterly goal for new contracts signed. That’s the kind of news no company ever gets enough of. Keep up the great work team!

That’s all for now. Now you can ask me how are we doing. Or you can wait to read the interview with The Wall Street Transcript that I’m doing this Friday.

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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