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GrokDotCom Newsletter

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 Article
Sunday, Oct. 1, 2006

Lip Service or Customer Service?

October 1st, 2006

Company initiatives to understand customers’ needs must follow through with confidence and relevance.

It’s about the customer. Nobody out there (I hope) is going to argue that with me. I mean, when you’re taking a break from the daily grind, it isn’t that hard to tell yourself, good will flowing in your veins, “It’s about the customer.” You probably even believe it.

But it’s easier to say it’s about the customer than actually run your business so it really is about the…

...continue to read "Lip Service or Customer Service?"

FutureNow Article
Sunday, Oct. 1, 2006

The Case for Courtesy

October 1st, 2006

On the anonymous web, a heartfelt thank you can go a long way.

“That was really nice of them to give you that $25 dollars for your birthday, wasn’t it?” Mother to son.

“Half way to that new video game. Yessssss!” Son beaming with acquisition glee.

“You did send a thank you note, right? I left one out for you.” Mother with brow raised.

“Um … not yet. How ’bout I just activate my autoresponder … or do a free e-card?” Son grins sheepishly…

...continue to read "The Case for Courtesy"

FutureNow Article
Friday, Sep. 15, 2006

Have It Your Way

September 15th, 2006

I know you have choices … I’m asking you to make a Grokdotcom choice now.

Nope. I am not referring to a Whopper with cheese, hold the tomato, extra pickles, please. I’m referring to this here newsletter, Grokdotcom.

When we first published, way back in March of 2000, we offered folks three ways they could read these articles. They could access them through the website; they could receive them as HTML emails; they could receive them as plain text emails. We had…

...continue to read "Have It Your Way"

FutureNow Article
Friday, Sep. 15, 2006

Can Your Customers Read What You Write?

September 15th, 2006

Readability scales can help you make your persuasive copywriting more accessible to your audience.

You’ve just read my Have It Your Way article, right? According to my Microsoft Word program, that article has a Flesch-Kincaid Grade Level of 7.6 (which means folks half way through the 7thgrade can understand that article). It has a Flesch Reading Ease score of 63.3 percent (which means 63.3 percent of all readers can understand what they’ve read). There are 13.8 words per sentence (those for whom…

...continue to read "Can Your Customers Read What You Write?"

FutureNow Article
Friday, Sep. 1, 2006

Cats Tune-In to Cats

September 1st, 2006

Consumer-generated reviews can help you convert customers on your site and drive customers to your site.

I’ve got two goofy cats. One can be lying in totally hedonistic, slumbery bliss. I can walk into the room and get ignored, but the second my other cat walks through, the eyes slide open, the body stiffens slightly and all attention is riveted on the cat in motion. Where’s she going? What’s she up to? Has she found something I need to know about?…

...continue to read "Cats Tune-In to Cats"

FutureNow Article
Friday, Sep. 1, 2006

Narratives Come Before Scenarios

September 1st, 2006

Capture the dramatic story of your site before you turn to the more detailed process of creating scenarios.

What’s the best way to deliver a memorable, persuasive message? Tell a story. Don’t believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop’s Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you’ll see many parallels with Persuasion Architecture™.

The essence of Persuasion Architecture™ is a story. It involves building the characters, creating a narrative plot…

...continue to read "Narratives Come Before Scenarios"

FutureNow Article
Tuesday, Aug. 15, 2006

Opinions R Us (and What You Can Do About It)

August 15th, 2006

Understand word of mouth and how your business can benefit from it.

Let’s face it. You may be crooning honest-to-goodness marketing truth sans any shred of hype, but these days that can amount to little more than hollering in a windstorm. What do the plugged-in, tuned-in folks making a buying decision today usually do? More often than not, they consult the opinions of other folks who are much more likely to communicate what really matters to them.

Word of mouth is a…

...continue to read "Opinions R Us (and What You Can Do About It)"

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 Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere.…

...continue to read "The Transparency Imperative: Moving Beyond the Suggestion Box"

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