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FutureNow Post
Wednesday, Nov. 26, 2008 at 7:46 am

7 Ways to Win Over Reluctant Buyers

November 26th, 2008

“Do I really need that?”

Those are probably the 5 scariest words in website optimization today.  More and more visitors are asking themselves that question and then not buying.

They’re applying a considered purchase mindset to much lower price-points than ever before.  And most websites’ copywriting is coming up short in the face of this new challenge, since most of it was written to describe rather than to intensify desire or persuade.

So with that in mind, here’s a quick and dirty…

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FutureNow Post
Thursday, Oct. 30, 2008 at 12:16 pm

Presidential Candidates, Temperament & Website Copy?

October 30th, 2008

I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the Four Presidents on Mt Rushmore:

Dutiful George Washington for Sensing-Judging / Methodicals Philosophical Thomas Jefferson for iNtuitive-Thinking / Competitives Rambunctious Teddy Roosevelt for Sensing-Perceiving / Spontaneous…

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FutureNow Post
Tuesday, Oct. 21, 2008 at 11:06 am

Are Political Consultants Better at Marketing than Most Marketers?

October 21st, 2008

It sometimes looks that way to me.  At least they seem more tightly focused on creating effective messaging than many marketers.  Political campaign consultants routinely manipulate the nuances of words in order to consciously frame and re-frame the way people think about a topic, while far too many marketers don’t.

Here’s an example from the world of politics:

When California’s conservatives wanted to define the word “marriage” by law, Proposition 22 was added to the California ballot.  It was…

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FutureNow Post
Monday, Oct. 20, 2008 at 10:45 am

How To Leverage Economic Woes and Promote Business

October 20th, 2008

squeeze lemon into lemonadeI was firsthand witness to a clever promotion recently, so I’ll share in the hopes it inspires you to turn the Economy’s lemons into lemonade.

Seattle’s Chow Foods runs six restaurants, and recently sent an email blast with an inventive promotion.  The one-day promotion adjusted their menu item pricing based on the close of the DOW and the NASDAQ – the tumultuous DOW set the food menu pricing, and the NASDAQ set the price of house wine, draft beers, and well…

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FutureNow Post
Friday, Oct. 17, 2008 at 5:12 am

50 Writing Tools

October 17th, 2008

Bryan Eisenberg just sent me this link to a Lifehack article about 50 different writing tools.  And I must be a bit groggy because I didn’t instantly recognize that title as belonging to one of my very favorite writing books.

I recommend Roy Peter Clark’s book frequently and have even given copies of it away during Persuasive Online Copywriting courses.   In fact, the famous screenwriting coach and video game guru, David Freeman, won a copy at our last…

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FutureNow Post
Thursday, Oct. 9, 2008 at 9:58 am

Are Your Headlines Offensive?

October 9th, 2008

Imagine the following:  You’re alone at night, walking to your car in an isolated area.  A large man pops out of an alley and heads towards you.  It’s not just your nerves, he’s clearly coming after you, so you get ready to defend yourself.  In the dim light you see what looks like a club in his hand.  He swings.  You throw your hand up and block! 

Bet that conjured up some not-so-nice…

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FutureNow Post
Monday, Oct. 6, 2008 at 9:44 am

Cause People to Realize the Truth, Rather than Just Telling it to Them

October 6th, 2008


If you haven’t already watched the short film I blogged about recently, watch that first!  You’ll get more out of this post, I won’t spoil the ending for you, and the video will leave you feeling proud to be a copywriter.

******************************************************* OK, having watched the video you know now that the “ad guy” changes the old man’s sign from:

“Have compassion, I am blind”


“Today is a beautiful day, and I can not see it.”

So let’s talk about the ad…

...continue to read "Cause People to Realize the Truth, Rather than Just Telling it to Them"

FutureNow Post
Friday, Oct. 3, 2008 at 5:53 am

Do you share Susan’s Cynicism?

October 3rd, 2008

Yesterday Susan Greene wrote this comment to my previous post:

Great video, great message.  Now imagine that the guy in the suit worked for a corporation, and his boss asked him to come up with the words for the beggar’s sign. 
 His sentence would have been made into a paragraph by Corporate, watered down by Legal, and politically corrected by Human Resources.  I’m thinking it would be a completely different message by then. 

...continue to read "Do you share Susan’s Cynicism?"

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…

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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.

swfobject.embedSWF("", "vvq-1530-youtube-1", "425", "355", "9", vvqexpressinstall, vvqflashvars, vvqparams, vvqattributes); …

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

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