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Customer Focus

FutureNow Post
Tuesday, Aug. 18, 2009 at 4:06 pm

FAQ Page = A Sign Warning Drivers of Potholes

August 18th, 2009

Unanswered QuestionsThink about it: if those questions really are FREQUENTLY ASKED, why the heck isn’t your regular copy answering your visitors’ questions?

Unanswered questions keep visitors from buying/converting — that’s not theory; it’s a fact!

So why, oh why, would you knowingly allow your persuasive copy to ignore a frequently asked question?  Why would you possibly be content with hiding the answers to your prospective customers’ questions in an FAQ page?  Are you trying to weed out all but the most…

...continue to read "FAQ Page = A Sign Warning Drivers of Potholes"

FutureNow Post
Thursday, Aug. 13, 2009 at 2:39 pm

How to Handle Jargon and Acronyms

August 13th, 2009

JargonHere’s an issue/question that arrived in a comment to my post on Playing an Idiot Online [emphasis mine]:

“Brilliant post. We get this all the time, when designing websites for our clients……..But our clients will often use the line “but my customer understands this terminology, these acronyms, my customer is from a particular niche and they all use this terminology”…….It can be hard to argue this point, the client knows their customer better than us…… Yes usability tests would be a good…

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FutureNow Post
Wednesday, Aug. 5, 2009 at 9:50 am

On Target Copywriting and the next “Buns of Steel”

August 5th, 2009
You probably won’t like the website I’m about to show you.

Lou vs BradIn fact, you may not like the product, either, simply because you’re probably not part of their targeted audience.  So make up your mind now to look past that in order to see the marketing decisions behind both the product and the site.

Let’s start by imagining that you’ve just been challenged to enter the fitness category. Not to sell some machine or piece of equipment, but to sell…

...continue to read "On Target Copywriting and the next “Buns of Steel”"

FutureNow Post
Tuesday, Jul. 21, 2009 at 1:31 pm

When We-We and SEO Copy Attack

July 21st, 2009

Perhaps I haven’t had enough coffee this morning…you know us Seattleites

But I just felt I had to call out an example of how poor copywriting and writing for search engine robots can ruin a decent Unique Value Proposition.

wewe.and.seo.copyI was referred to a site to look at their homepage design (see screenshot, highlighting is mine), and immediately noticed that they had a prominent Unique Value Proposition (UVP) statement, which was promising.

The UVP statement wasn’t the best I’ve read, but at least it…

...continue to read "When We-We and SEO Copy Attack"

FutureNow Post
Friday, Jul. 17, 2009 at 8:26 am

What Social Media Can and Can’t Do for You

July 17th, 2009

social network courtesy of shutterstockUnless you’ve been living under a rock, you don’t need me to tell you that social media has legs. And it’s getting leggier by the minute.

Many companies don’t fully understand what to do with social media. They don’t see the path to benefit from it. Others have tried using it and walked away not seeing the value of social media. Others still don’t get it at all, and have left themselves completely to the mercy of the online mobs.

Most of…

...continue to read "What Social Media Can and Can’t Do for You"

FutureNow Post
Thursday, May. 21, 2009 at 10:51 am

What Would Online Retailing Look Like in the Offline World

May 21st, 2009
YouTube Preview Image

In my last post, I made use of a brick and mortar analogy to the current online behavior of some e-commerce Websites, and even recommended the use of those analogies when analyzing online persuasion strategies.

And since at least a few readers responded positively to the idea, I thought I’d share one of Get Elastic’s videos  dramatizing exactly one of those analogies, as well as sharing a link to their whole series.

So welcome to The Crazy, Messed-up World of E-commerce!

And…

...continue to read "What Would Online Retailing Look Like in the Offline World"

FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?

Never?

You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

...continue to read "Can Bad Assumptions Lead to “Gorilla Marketing”?"

FutureNow Post
Monday, Mar. 16, 2009 at 9:09 am

You Don’t Own That Customer

March 16th, 2009

John Gaffney’s “Ruining the fantasy of customer ownership” is worthy of a high-five. Read the entire post, it’s short, but don’t miss the conclusion:

“…at no time does a brand own a customer. That chain is cut loose too easily. Brands that approach the online marketing space for customer ownership will be disappointed. Come looking for that precious bit of attention, and marketers get paid in full.”

...continue to read "You Don’t Own That Customer"

FutureNow Post
Monday, Jan. 26, 2009 at 9:57 am

5 Reasons Competitors May Be Doing Better Than You

January 26th, 2009

There are only so many ways to stand out and become a leader in any market. You can be lowest price driven, operationally excellent, channel dominant, or focused on customer intimacy. Many companies excel at two or three but it is nearly impossible to excel at all of them.

Here are 5 strategies companies use to become market leaders.

They have great operations -

Operations that let them be more efficient than you at getting order picked, packed and delivered so that…

...continue to read "5 Reasons Competitors May Be Doing Better Than You"

FutureNow Post
Wednesday, Dec. 17, 2008 at 3:11 pm

Instant Clarity on Common Website Problems

December 17th, 2008

YouTube Preview Image

Get Elastic‘s recent post on reducing friction kicks butt – providing incredibly clear explanations of too-common Website flaws along with great examples of how to do it right.  I wish I wrote it.  Not only did the article reduced me to green-faced envy, but many of the post’s links pointed to further “must reads.”

Do yourself a favor and go read it now.

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...continue to read "Instant Clarity on Common Website Problems"

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