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Archive for September, 2008

FutureNow Post
Tuesday, Sep. 30, 2008 at 10:27 am

Is Love Spontaneous or Methodical?

September 30th, 2008

So many of the websites I see today are designed for the spontaneous – for those who just want to jump in and take action. They can get answers to their questions later.

But what about the methodicals – those who want their questions answered BEFORE they jump in and take action?

I found two different online dating sites with these two different approaches to getting visitors to interact with and sign up with their sites.

...continue to read "Is Love Spontaneous or Methodical?"

FutureNow Post
Monday, Sep. 29, 2008 at 7:47 am

Why Henry Paulson Needs to Attend Our Copywriting Course

September 29th, 2008

One of the key things we teach in our Persuasive Online Copywriting course is how to speak to your customers, in their language, about what they care about.

Treasury Secretary Henry Paulson should have attended our course.   According to many analysts, he’s doing a terrible job of selling the bailout package to the American people.

MSN Money blogger Charley Blaine talks about the problem, and how he thinks, of all people, Jim Cramer has it right on how to put the…

...continue to read "Why Henry Paulson Needs to Attend Our Copywriting Course"

Special Announcement
Monday, Sep. 29, 2008

Today at 2pm EST: Free Webinar on Landing Page Optimization

September 29th, 2008

This is your last chance to register for FutureNow’s webinar today titled “Always Be Testing”: Landing Page Optimization: Layout and Design Elements” with Bryan Eisenberg, Co-Founder & EVP at FutureNow, and Tom Leung, Business Product Manager at Google.

Even if you can’t be there today, register to know immediately when the replay is made available.

...continue to read "Today at 2pm EST: Free Webinar on Landing Page Optimization"

FutureNow Post
Friday, Sep. 26, 2008 at 5:37 am

99 Bottles of Beer On the Wall

September 26th, 2008

Do you remember chanting this song with your friends?

99 bottles of beer on the wall, 99 bottles of beer! Take one down, pass it around 98 bottles of beer on the wall 98 bottles of beer…

I don’t really remember why I was thinking about this song, but it reminded me of how optimization is oftentimes a lot like singing “99 Bottles of Beer.”


Online marketing optimization isn’t sexy; often, it’s downright homely.

It’s not like “Mad Men,” where some Madison Avenue suit…

...continue to read "99 Bottles of Beer On the Wall"

FutureNow Post
Friday, Sep. 26, 2008 at 5:17 am

Are Gender Gaps Widening?

September 26th, 2008

With so many societal advances, with men and women playing more equal roles (we don’t have equality yet, but we’re certainly closer than we’ve been in the past) I would have put down money on the fact that the gender gap was decreasing, or that women were taking on more male traits, certainly.

According to a New York Times article, the opposite is happening - gender gaps are widening.

When men and women take personality tests, some of the old Mars-Venus…

...continue to read "Are Gender Gaps Widening?"

FutureNow Post
Thursday, Sep. 25, 2008 at 2:41 pm

The Difference Between Great and Average Copy

September 25th, 2008

Great copy communicates the emotional truth of your message; mediocre copy simply conveys information.  Want to see the difference between the two approaches?  Watch this video:

YouTube Preview Image

Copywriters worry about nuances, mental images, and word associations because the emotions behind your words matter.  Never let anyone tell you different.

*Hat tip to Jim Anderson for sending me the video link.

P.S. If you like this post, be sure to read my follow-up analysis.

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...continue to read "The Difference Between Great and Average Copy"

FutureNow Post
Thursday, Sep. 25, 2008 at 10:11 am

Good Eyesight Can Hurt Conversions

September 25th, 2008

I won’t name names, but recently we had a client come back with a new redesign for their website that uses white text on a black background. You might have experienced the same thing at some point. Your team may all agree it looks totally snazzy. But this link is a great illustration of why it’s wrong (please read the entire page until you reach the end, otherwise you won’t get the point).

Your customers’ eyes and your wallet thank you for taking…

...continue to read "Good Eyesight Can Hurt Conversions"

FutureNow Post
Thursday, Sep. 25, 2008 at 6:52 am

The More You Post the Better You Rank

September 25th, 2008

Or so says Technorati as they released data from their 2008 State of the Blogosphere report.

Techcrunch sums it up:

Blogging is a volume game. The more you post, the more chances there are that someone else will link to one of your posts. (Technorati rank is based on the number of recent links to your blog). The majority of the Top 100 blogs tracked by Technorati post five or more times per day, and a full 43 percent post more than 10 times per…

...continue to read "The More You Post the Better You Rank"

FutureNow Post
Thursday, Sep. 25, 2008 at 4:48 am

Texting, Linguistics, Gender and Murder

September 25th, 2008

I’ve done a lot of research on male vs. female communication styles.  But apparently these gender differences aren’t limited to conversation, there are also distinct linguistic styles in texting.   This bit of linguistic difference even helped convict a man of murder.

Jenny Nicholl disappeared on 30th June 2005. A linguistic analysis showed that text messages sent from her phone were unlikely to have been written by her but, rather, were more likely to have…

...continue to read "Texting, Linguistics, Gender and Murder"

FutureNow Post
Wednesday, Sep. 24, 2008 at 6:48 am

Bryan Eisenberg Discusses Testing With Mayer Gniwisch, President of

September 24th, 2008

As part of the research for our latest book, Always Be Testing, I had the pleasure to chat with several people about testing and how testing lives in their corporate culture. This one, with Mayer Gniwisch, President of Ice.Com and provides some practical advise on testing from the perspective of a retailer. Take some time to listen to my interview with Mayer. Mayer was kind enough to offer a discount for listeners: Save 20% at, just use code sam20 or save…

...continue to read "Bryan Eisenberg Discusses Testing With Mayer Gniwisch, President of"

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