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Archive for August, 2008

FutureNow Post
Tuesday, Aug. 12, 2008 at 4:29 pm

Free Books & Signing at Search Engine Strategies San Jose

August 12th, 2008

On Monday, August 18, 2008 at 12:30pm, my co-author friend and colleague Bryan Eisenberg, founder of FutureNow and co-author of the New York Times bestselling books, “Waiting For Your Cat to Bark?” and “Call to Action”, will launch “Always Be Testing: The Complete Guide to Google Website Optimizer” at Search Engine Strategies (SES) San Jose ( The event will be held August 18-21, 2008 at the San Jose McEnery Center.

Bryan will be presenting the session “Pay Per Conversation” together…

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FutureNow Post
Tuesday, Aug. 12, 2008 at 6:23 am

How Jenny Craig Uses Personas for Successful Marketing

August 12th, 2008

jenny craig personasWith annual revenues for the weight-loss industry estimated at $60 billion a year, competition is fierce. Food-based programs like Nutri-System and Weight Watchers account for hundreds of millions of dollars, so getting the right message across to potential customers is critical.

While other companies have featured real-life success stories in their advertising, Jenny Craig has chosen another route: the celebrity spokesperson. While I’m not a big proponent of celebrities as an effective marketing tool, Jenny Craig has applied the use of…

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FutureNow Post
Monday, Aug. 11, 2008 at 2:22 pm

Free Tool for Writing Gooder

August 11th, 2008

Through a meandering trail of links which I cannot begin to recall, I stumbled across the Chicago Manual of Style Online. Browsing their Q & A section is not only educational, but downright entertaining. Here’s a good example:

Q. Is it correct to use parenthesis to indicate the possibility of a noun as singular or plural? Example: Child(ren). A. I wouldn’t. It’s not so much an issue of correctness as of ickiness.

I love Jeff Sexton like a brother. But sometimes I feel like a mildly…

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FutureNow Post
Monday, Aug. 11, 2008 at 6:27 am

Why Product Reviews Are Better Than Product Descriptions

August 11th, 2008

The other day I was looking at a website – – and saw an excellent example of why product reviews do a better job of selling products than product descriptions do.   I was looking at the product page for a girl’s bicycle helmet.

The product copy had this to say about the helmet:

“The ergonomic designed padding and an additional pad set for the perfect individual fit guarantee ultimate comfort.

The product review had this to say about the helmet:

“The helmet…

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Special Announcement
Friday, Aug. 8, 2008

Always Be Testing Unleashed

August 8th, 2008

always be testing book coverAmazon is already shipping FutureNow’s latest book Always Be Testing. Co-authored with FutureNow’s Chief Scientist, John Quarto-vonTivadar and contributor, Lisa T. Davis; the book is meant for anyone looking to get more leads, sales, and profits from their website.

The first reviews on Amazon are live (including the first time that I have seen a video review for a book). Daniel Waisberg writes:

When I first saw that this book was coming to light I had mixed feelings. On one hand, I…

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FutureNow Post
Thursday, Aug. 7, 2008 at 6:31 am

Reaching Hispanics Online

August 7th, 2008

Young Latinos OnlineI am a big proponent of bilingual sites for U.S. websites. By now almost 15% of the Nation is comprised by Latinos and among them 47% is Spanish Dominant (Pew Hispanic Center, Latinos Online, March 14, 2007). Even thought the latter are not as “connected” as their English Dominant counterparts, they are certainly catching up thanks to cheap computers, cheap high-speed internet connections and to the iPhone!

I’ve always advised that you should give your site’s visitors the OPTION to get…

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FutureNow Post
Wednesday, Aug. 6, 2008 at 5:05 pm

One-shot Videos Miss Target While Campaigns Hit Bull’s-Eye

August 6th, 2008

penny pranksViral videos are typically one-off affairs: Numa Numa, The Machine is Us/ing Us, and The Inner Life of a Cell – stand alone videos, one and all. But the only successful viral marketing effort I am aware of, was launched as a campaign rather than as a single video.

And that makes sense, right? No matter how tightly integrated your business message is with the premise of the video, prospective customers will probably require more than one exposure to remember that business…

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FutureNow Post
Wednesday, Aug. 6, 2008 at 5:56 am

Insights into Google Search

August 6th, 2008

Google Insights for Search trendsGoogle released another great tool today, Google Insights for Search. Whether you’re an advertising agency, a small business owner, a multinational corporation, or an academic researcher, Insights for Search can help you gauge interest in your relevant search terms. It allows you to compare search volume patterns (and trends) across specific geographic regions, categories (like finance, health, and sports), and time frames. You can read more about it at the Insight for Search help center or get a quick overview here.How does…

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FutureNow Post
Wednesday, Aug. 6, 2008 at 5:51 am

How Women Work

August 6th, 2008

Guy Kawasaki recently blogged about an article that attempts to explain how women work.

There are some interesting tidbits including why women may be more stressed than men, how Barbie has affected women’s eating disorders, and some cool brain differences.

I wrote about some of these differences in The Soccer Mom Myth.  Differences between men and women DO exist.   It’s ok to say so.   But what’s even more important is to understand how…

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FutureNow Post
Tuesday, Aug. 5, 2008 at 12:56 pm

Did You Miss the Font Conference?

August 5th, 2008

Are you a big fan of fonts. Don’t worry, they captured the humorous event on video. Enjoy.

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