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Driving Points

FutureNow Post
Thursday, May. 18, 2006 at 2:40 pm

Where is the FUNNNN?

May 18th, 2006

What do you do if you are in a dog munch dog, hyper competitive industry? What do you do if you are in an industry whose reputation is collectively toilet bound?  What do you do if everyone in America is conditioned to mistrust you? How do you sell successfully in a hostile environment like that?

Answer: Have fun.

I’ve been watching the new A&E reality show "King of Cars" featuring a loudmouth rapper type car dealer named Chop who runs Towbin Dodge in…

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FutureNow Article
Monday, May. 15, 2006

Are You Ignoring Eager Customers?

May 15th, 2006

Create driving points that reflect the intention of the customers’ questions

It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They…

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FutureNow Article
Saturday, Apr. 15, 2006

Montreal What Where Huh?

April 15th, 2006

In keywords searches, your customers identify the scent trail they want to follow – it’s up to you not to blow it off

Let’s say you live in Montreal, and you’re desperate to move up a rung or two on the apartment ladder. You open your search engine and type in some words that reflect what you hope to accomplish. Something like “rent montreal apartment.”That’s just what my friend Melissa Burdon, a Conversion Analyst with Future Now, Inc., did. In under…

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FutureNow Post
Saturday, Apr. 1, 2006 at 1:28 pm

Re-Tales: Jos. A. Bank

April 1st, 2006

File under: When will they ever learn

I’m at home visiting my parents this weekend, and to meet with clients in Boston early next week.  I unpacked my bag and found my jacket to be overwhelmingly wrinkled.  Getting it pressed in time for Monday AM is probably an option… but so is simply buying a new jacket, and that has much greater value to me!  Luckily, there’s a new Jos. A. Bank that opened down the street from my mom. …

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FutureNow Article
Wednesday, Feb. 15, 2006

The Sense of Scent

February 15th, 2006

Establishing and maintaining a scent trail is essential to providing persuasive momentum

Kudos to my heroine and comrade-in-words, Holly Buchanan, who recently presented an electrifying Shop.org teleseminar on persuasive online copywriting. We were reading through the impressive feedback when I came across this: “I would have liked more examples of scent.”Holly and I looked at each other (she still isn’t sure which of my eyes to gaze into), and smiled. What seems so obvious to us obviously isn’t obvious to others.

So I…

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FutureNow Article
Wednesday, Feb. 15, 2006

The Cooperative Marketing Waggle

February 15th, 2006

What the honeybee’s Waggle Dance and word-of-mouth marketing have in common—and how to promote it

When we talk about scent, we’re talking about setting up a trail of relevance. And as we are all (sometimes painfully) aware, businesses aren’t the sole creators of what folks find relevant. In fact, focused on maintaining the rosy frontal view for their products and services, businesses are not always considered the most credible resources for either relevance or truth.

Read the rest of this article. Read…

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FutureNow Article
Wednesday, Feb. 1, 2006

Didn’t You Say This was on Sale?

February 1st, 2006

Breaking your promises and forcing customers to think like you makes for poor conversion practice

Sometimes you go to a website and you just know the business hasn’t got a clue. They’re doing everything so wrong, you don’t even know where to start. There are also those times you go to a site and think, on first inspection, that things look pretty good.Until you start dealing with the site’s process. In that moment you realize appearances can be deceiving. That’s why,…

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FutureNow Article
Sunday, Jan. 1, 2006

Victoria’s Real Secret

January 1st, 2006

Lay down a good scent trail to sustain momentum beyond your banner ad

People are bombarded by advertisements. The things are everywhere – blazoned on surfaces from taxicab roofs to bathroom stalls. And banner ads appear on virtually every website with traffic worth talking about.

But the ad isn’t an end unto itself. It’s great when your ad’s salient and catchy enough to snag someone’s interest. The payoff is what happens after someone clicks through.

Now, Vicky’s one smark cookie. And it seems…

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FutureNow Post
Thursday, Jun. 16, 2005 at 2:14 am

Making Numbers Work for You

June 16th, 2005

Three conversion metrics tips that help you optimize your online efforts

Gone are the rose-colored-glasses days of “Gee Whiz.” Return on investment is the imperative. Your bottom line depends on your ability to market intelligently. And your ability to market intelligently depends on the accountability you design into your online efforts. As Jim Sterne of Target Marketing wrote for us, “There is no such thing as a perfect website, there is only … change. Do not expect to ever reach the final…

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FutureNow Article
Thursday, Jul. 1, 2004

In Search of a Bat

July 1st, 2004

Join me as we play the cyber-field in search of a baseball bat

You sell baseball bats. I need one for a 14-year-old entering high school. I believe the right tool can help make or break the experience, so I want to give my friend something that will be an asset. Trouble is, I don’t know the first thing about bats. And they aren’t exactly cheap!

So I’m sitting in front of a screenful of Google search results. I’m eager and ready…

...continue to read "In Search of a Bat"

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