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Driving Points

FutureNow Article
Wednesday, Oct. 31, 2007

Dell Loses its Marketing Scents

October 31st, 2007

What if you knew exactly what visitors were looking for when they came to your site. Say they’ve even told you the exact model they’re looking for. All they want is to get some details about this product and possibly make a purchase.

Pay-Per-Click (PPC) ads allow you to know the directions visitors are heading, and can help you plan and optimize the experience in order to guide them along their buying process. PPC gives you a great advantage by allowing…

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FutureNow Post
Wednesday, Aug. 15, 2007 at 8:24 am

Trust Us, We’re No Shady Dot Com!

August 15th, 2007

Will you trust a .org more than a .com?


TIAA-CREF thinks you will. Their new advertising campaign created by Modernista emphasizes its status as a nonprofit organization. Their new campaign, starting this week, focuses on a new website,

According to the New York Times article “A Dot-Org Stresses That It’s No Dot-Com“:

“Think .org-onimically,” the headline of a print ad urges. “How much more objective can you get than .o-r-g?” another ad inquires. A third ad declares that “.org” represents “three of…

...continue to read "Trust Us, We’re No Shady Dot Com!"

FutureNow Post
Wednesday, Feb. 7, 2007 at 4:14 am

Touchdown! GoDaddy Discovers Online Conversion

February 7th, 2007

According to’s recent Super Bowl ad, “Everybody wants to work in marketing.”

Why’s that? At GoDaddy, marketing these days means parties, champagne, t-shirts, and… transparency. And so we say, “you’re welcome.” (I’ll explain later. In the meantime, we should congratulate GoDaddy CEO Bob Parsons for getting his metrics straight. The Magic Kingdom awaits your arrival, sir.)

In a guest piece on AdFreak’s Super Bowl blog, Parsons responded to critics of GoDaddy’s not-so-shocking-for-the-00′s ad–replayed no less than three times, mind you–with some equally…

...continue to read "Touchdown! GoDaddy Discovers Online Conversion"

FutureNow Article
Sunday, Oct. 15, 2006

Online Planning for Offline Results

October 15th, 2006

Your online persuasive process can help fuel offline sales as well.

Let’s pretend for a moment that your analytics reports are lying to you. (It’s nothing personal; they just don’t always see the big picture.)

Now think about a few key questions: Do you know what percentage of online visitors your business converts into offline customers? How many offline sales have you lost from bad online experiences and vice versa? How depressing and/or exciting would it be if you could accurately measure…

...continue to read "Online Planning for Offline Results"

FutureNow Post
Monday, Sep. 4, 2006 at 2:07 pm

What Does Green Mean?

September 4th, 2006

Trafficlight_1I posted a rant over on my own site today regarding the illogical use of ‘green’ by a petroleum company. It got me thinking about web sites.

There’s a great chapter in Call to Action about the use of color on your site and Jeffrey and Bryan are always talking about people using the wrong color for the right message. For example, which of the following statements delivers conflicting information because of the color and which delivers confirming information?

This item is in stock…

...continue to read "What Does Green Mean?"

FutureNow Article
Tuesday, Aug. 15, 2006

How Much of My $1000 Rock Climbing Gear Budget Do You Want?

August 15th, 2006

Don’t sell yourself short by misunderstanding your customers’ needs.

Perhaps you’re improving your conversion rate. That’s nice to hear! And perhaps you’re removing some stumbling blocks and giving your customers a little more of what they want when they want. Way to go! But the big question is: are you really digging deep and going beyond your customers’ basic motivations?

We persuade most effectively when we understand the context of where our customers are coming from. Not just from tangible directions like…

...continue to read "How Much of My $1000 Rock Climbing Gear Budget Do You Want?"

FutureNow Post
Tuesday, Aug. 8, 2006 at 8:30 pm

Following on the heels of PAPR

August 8th, 2006

PRWeb, our partner in applying Persuasion Architecture specifically to the world of Public Relations announced it was acquired yesterday.  We couldn’t be happier for PRWeb founder David McInnis.  Not only is David an incredibly nice guy, he’s one of the smartest guys around, and I’m not just saying that because he’s a partner.  He’s revolutionized the PR game, giving a direct-to-consumer angle that didn’t previously exist, and tying it into search engine optimization better than virtually any SE "expert" in…

...continue to read "Following on the heels of PAPR"

FutureNow Post
Monday, Aug. 7, 2006 at 9:19 am

Stay tuned, for more PAPR news…

August 7th, 2006

Today’s leading story on ClickZ:

Anyone doing PR just may want to take 5 and read the article.

...continue to read "Stay tuned, for more PAPR news…"

FutureNow Article
Monday, Jun. 12, 2006

How Verbs Help You Convert

June 12th, 2006

Use verbs to connect your customers with the emotional dimensions that persuade them to take action

There’s nothing quite like a verb! Verbs represent action and movement; they are about doing. Even more important, they allow you to see yourself doing.We’ve talked extensively about how you must connect your customers to an emotional reality in which they can see themselves enjoying the benefits of what you have to offer, and in which they can see themselves taking the action you want…

...continue to read "How Verbs Help You Convert"

FutureNow Post
Thursday, Jun. 1, 2006 at 1:02 am

Maybe it wasn’t Al Gore…

June 1st, 2006

perhaps it was Elmer’s who invented the internet.  The web as glue is in full swing.  Observe, just this week alone:

For the second consecutive night, on a two separate networks, a tv show I was watching ended with a URL, and some additional, only-available-online, content.  We’re not talking rehashed, repurposed, repeated highlights either- we’re talking genuine, 100%, never-before-seen, FRESH CONTENT… completely free.  You think that traffic source comes any more highly qualified?   

[Note: Sadly, in both cases the networks utterly failed…

...continue to read "Maybe it wasn’t Al Gore…"

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