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Posts by Holly Buchanan

FutureNow Article
Monday, Mar. 17, 2008

What is Web Copy and How Should I Use It?

March 17th, 2008

Pearce responded to our “Ask the Experts” post, looking for a definition of “web copy.”

If you look up its definition, copy refers to any “written matter intended to be reproduced in printed form” (e.g., “The text of a news story, advertisement, television commercial, etc., as distinguished from related visual material”). The word was originally used in the context of the printing press, but it essentially means the same thing online.

Since all copy is content, but not all content is copy,…

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FutureNow Post
Monday, Mar. 17, 2008 at 11:29 am

“Secret Life of a Soccer Mom” TV Show Creates Backlash

March 17th, 2008

Wow, there are some seriously perturbed moms out there! What’s got them so upset? A new TV show on TLC called The Secret Life of a Soccer Mom. The show’s premise: Stay-at-home mom (Tracey Gold) is given a chance to go back in time and discover what her life would have been had she not given up her dream career.

Sounds like something almost every mom would love, right? Apparently not.

Newsweek reported on the ugly response from miffed moms:

If the initial reaction…

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FutureNow Article
Friday, Mar. 14, 2008

Do Men and Women Laugh at the Same Ads?

March 14th, 2008

It was one of those eye-opening moments. I was watching Bryan Eisenberg teach Call to Action — the seminar, not the book. (Even though I’ve seen him teach it several times, I still learn something new every time I attend.)

He showed the “Bra Scientist” video clip by Zafu that I blogged about last year.

As the audience was watching the clip, I noticed something interesting: There were certain points when the men were laughing and the women weren’t. And there were other…

...continue to read "Do Men and Women Laugh at the Same Ads?"

FutureNow Post
Wednesday, Mar. 12, 2008 at 8:43 am

Women Entrepreneurs Grow Firms 2X Faster. Here’s Why…

March 12th, 2008

Recently I’ve been studying up on women entrepreneurs. Why? Because they are one of the fastest growing segments of the business market.The Center for Women’s Business Research put out a recent report with some stats on women-owned businesses:

• Women-owned firms employ nearly 13 million people and generate $1.9 trillion in sales.

• Between 1997 and 2006, majority women-owned firms (51 percent or more women-owned) grew at twice the rate of all firms (42 percent vs. 24 percent).

Want some insight into who…

...continue to read "Women Entrepreneurs Grow Firms 2X Faster. Here’s Why…"

FutureNow Article
Monday, Mar. 3, 2008

If Victoria’s Secret Wants Me Back…

March 3rd, 2008

I used to shop at Victoria’s Secret. They had really great stuff. But lately, when I walk into the store, I feel like I’m at a teenage pajama party, a porn video shoot, or both.

Victoria’s Secret used to be “my” store — a place that catered to sophisticated women. Now it feels like a store catering to teenage girls and creepy guys. Why, I wondered, doesn’t Victoria’s Secret want me as a customer anymore? Could it be because I’m not…

...continue to read "If Victoria’s Secret Wants Me Back…"

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…

...continue to read "Why “Harmless” Stereotypes Kill Marketing Campaigns"

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"

Special Announcement
Wednesday, Feb. 13, 2008

Win a Free Copy of “The Soccer Mom Myth”

February 13th, 2008

By now, most of you know about my passion and focus of extensive research: marketing to women online. Over the past several years, I’ve been so consumed by the topic that, in addition to my articles for GrokDotCom, I’ve kept up my own blog as well. Until now. I’m downsizing to one.

From now on, you can now read about all things marketing-to-women-online at

And now for the really exciting news…

Michele Miller and I have a new book coming out March 10th:…

...continue to read "Win a Free Copy of “The Soccer Mom Myth”"

FutureNow Post
Wednesday, Jan. 23, 2008 at 12:37 pm

Who Needs a Digital Coach? (I Do!)

January 23rd, 2008

Seth Godin's headSeth Godin piqued my interest (there’s a surprise) with his post about a shortage of digital coaches. Seth points out a need that a whole lot of people, myself included, have: Help getting more from the technology in which they’ve already invested.

We have an interesting discussion going about Apple, technology needs, and advertising to different types of computer users. Here’s another chance to look at how people use technology and how you can use that knowledge to create better advertsing for…

...continue to read "Who Needs a Digital Coach? (I Do!)"

FutureNow Article
Monday, Jan. 21, 2008

Creating Personas 101

January 21st, 2008

Rand with personas for SEOmozWant to take a stab at creating personas for your business? If so, you really should check out the most recent installment of SEOmoz “Whiteboard Friday” screencast.

In this 20-minute tutorial, Ian Lurie of Portent Interactive and SEOmoz founder Rand Fishkin discuss how to create simple customer personas and use them to boost the performance and relevance of your website.

As anyone who’s read Waiting for Your Cat to Bark may know, we have quite a bit of experience adapting the customer experience to fit the…

...continue to read "Creating Personas 101"

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