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FutureNow Post
Wednesday, Apr. 8, 2009 at 7:10 am

Doesn’t Graphic Design/Layout Affect Scanning Patterns?

April 8th, 2009

Jakob Nielsen’s new post regarding how to optimize for online visitor’s F-patterned scanning is a must read.  There’s a lot of sound advice there, many of it confirming or aligning with Future Now recommendations.  Stuff like:

Don’t waste hyperlink words on non-descriptive or generic words.  Make links keyword rich and ensure that customers can predict where the link will take them.  Plan and link for maximum “scent” Use plain language.  In other words, talk to the dog in…

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FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

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FutureNow Post
Tuesday, Mar. 10, 2009 at 7:51 am

Are Two Products More Credible Than One?

March 10th, 2009

After my initial post on blog-ified and geographically falsified landing pages, I ran into a few more such pages and they all shared the “2-product combo with a free trial of each” strategy.

So it’s only fair to ask: can you get sophisticated and wary audiences to buy pseudo-snake oil simply by switching from extolling the virtues of a single miracle product to praising the miraculous combination of two semi-wondrous products?  As in this teeth whitening example:

Well, yes, actually.  …

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FutureNow Post
Monday, Mar. 9, 2009 at 5:29 am

How Persuasive is Your Online Copywriting? Quiz

March 9th, 2009

Thanks to our friends at Contentwidgets, we developed this little quiz to see how persuasive your copywriting is. Please note, when there is more than one response possible you will see checkboxes in the quiz not radio buttons in front of the answers. Please take a try at the quiz and leave your score in the comments below.

jQuery(function() { new WIDGET('AF8372B8-5CDC-48CD-BA70-6EE262A6A698').render('bb'); });

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FutureNow Post
Tuesday, Mar. 3, 2009 at 6:34 am

Free Your GROK

March 3rd, 2009

Left, right, left, right. Nope. We’re not gearing up for a military review. We’re going to talk about your brain and how you write to the “heart” of the brain, so the “mind” of the brain will follow. Why? Because however much you humans rationalize a buying decision, you always make it based on emotions.

So creep past the security guard of the analytical, logical, linear, give-me-the-facts left brain. Speak to the emotional, intuitive dimension every human possesses and relies on –…

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FutureNow Post
Thursday, Feb. 5, 2009 at 6:33 am

Practice Pacing the Rhythm Of Your Copy

February 5th, 2009

Rhythm is an powerful element in your writing. And you can think of the rhythm of your writing in (at least) two ways. It can be the technique of matching the pace of your copy to the feelings and visuals you intend to create. But you can also think of rhythm as a way to impart a “musicality” and unpredictability.

Consciously using rhythm techniques helps you generate sight, feeling and, yes, even sound images for your reader.

Rhythm as Visual Mood

People internalize…

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FutureNow Post
Friday, Jan. 2, 2009 at 7:04 am

The Sciences and Disciplines of Web Site Optimization

January 2nd, 2009

In the column, “Calling You to Action,” I covered the basics of optimizing the calls to action on your site. The column prompted this comment from “Florida Design” that appears on our blog:

I keep telling people this. I don’t think that optimizing a site for conversion is a “Call to Action” science. It’s a usability science. People aren’t going to click something because its big round and yellow, and says “Click Me”. The reason people click this types of links…

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FutureNow Post
Tuesday, Dec. 23, 2008 at 8:08 am

Mini Case Study: Unique Value Proposition & a 33% Conversion Lift

December 23rd, 2008

In case anyone has ever questioned our emphasis on the power of the Unique Value Proposition, we thought we’d publish this brief case study.

Unique Value Proposition (or Unique Campaign Proposition), is a brief, concise statement about what makes your website/business unique, and why customers should buy from you and not your competitors.  It’s been a central part of our Persuasion Architecture methodology from day one.

At our recommendation, our friends over at ran a UVP test on their website.  We…

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FutureNow Article
Monday, Dec. 8, 2008

Branding Through Reverse Camouflage

December 8th, 2008

Do you have the courage to say what you’re not?

Most people don’t want to draw that sharp line of distinction, and it’s why their marketing efforts blend into the clutter.

Discernible edges and silhouettes allow us to visually “grip” an object and separate figure from ground.  Eliminate those edges and you’ll effectively camouflage yourself.

In the picture above, notice how the legs present a solid silhouette and are easily identified, while the man’s upper body camouflage breaks up his silhouette and…

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FutureNow Article
Friday, Dec. 5, 2008

The Value of a Unique Value Proposition

December 5th, 2008

Melts In Your Mouth Not In Your HandThe idea of a unique selling proposition isn’t new or unique. According to Wikipedia, the term was coined in the 1940s. More than seven years ago I wrote about it. Here’s a bit:

What simple statement about your business or brand — just a quick, clear sentence or two at most — tells your prospects that you are the only alternative for them? Sounds like a response should just jump out at you. Yet most businesses (on- and offline) cannot provide an…

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