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FutureNow Article
Monday, Jul. 24, 2006

In Sales? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 24th, 2006

Implement strategies to improve your sales efficiency while meeting the needs of your customers

You’ve got online sales. You’ve got offline sales. To complicate matters, neither of these exists in isolation. According to a recent BIGresearch survey, 87% of the customers who research their purchases online actually buy offline!On top of that, websites and flesh-and-blood sales staff must continually field product and service questions from customers who increasingly are as, if not better, informed than they are!

How can you implement strategies…

...continue to read "In Sales? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Monday, Jul. 10, 2006

When Shopping Carts Aren’t Your Thing

July 10th, 2006

Solve the dilemma of complex B2B sales and lead-generation processes with personas

Online sales are growing, but the Internet still influences a lot more sales offline than it does online! Think Persuasion Architecture is simply for sweaters and backpacks?Maybe you know WebEx? It’s a great business solution for powering online meetings , web conferencing, teleconferencing , conference calling, and video conferencing services. They don’t do shopping carts. The basic sales goal on the WebEx site is to persuade the customer…

...continue to read "When Shopping Carts Aren’t Your Thing"

FutureNow Article
Monday, Jul. 10, 2006

But We Don’t Sell on the Web: At Least 8 Things You Can Learn from Waiting for Your Cat to Bark?

July 10th, 2006

The fact that your products or services aren’t suited to shopping carts doesn’t mean the Web shouldn’t be a focus for implementing your business strategies

The fact that your products or services aren’t suited to shopping carts doesn’t mean the Web shouldn’t be a focus for implementing your business strategies.In an emerging media and experience-based economy, the Web is the glue that binds a business’s multi-channel marketing efforts. Today, the Internet plays a critical role in how customers perceive brand, shape…

...continue to read "But We Don’t Sell on the Web: At Least 8 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Saturday, Jul. 1, 2006

The Equation That Matters

July 1st, 2006

Understanding the complexity of your sales topology allows you to create a more effective persuasive system

I sing this song a lot: “You sell, I buy, tra la tra la.” But that’s what it all comes down to. Whatever you’re doing, you’d like me to take advantage of it. You’re selling. I’m buying.You’ve got a process in place to manage the transaction from your point of view. Meanwhile, I have my own agenda, and you want to find a way to…

...continue to read "The Equation That Matters"

FutureNow Article
Saturday, Jul. 1, 2006

Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 1st, 2006

Leverage the power of Persuasion Architecture to improve your business-to-business transactions

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big…

...continue to read "Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Wednesday, Jun. 21, 2006

Conversion versus Persuasion: What’s Your Challenge?

June 21st, 2006

Persuasion takes you beyond linear conversion funnels to help you achieve your conversion goals.

Conversion is no longer the biggest problem facing online marketers; persuasion is. However, a misconception about the nature and value of linear conversion funnels persists. Some say the linear conversion funnel is dead. Others still conceive of their efforts as entirely based on linear conversion funnels.

This misconception about linear processes has been a pet peeve of mine for years. Fortunately, misperception is an opportunity for clarification. So…

...continue to read "Conversion versus Persuasion: What’s Your Challenge?"

FutureNow Article
Wednesday, Jun. 21, 2006

How to Begin

June 21st, 2006

Applying Persuasion Architecture even in incremental stages will improve results

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big principles.…

...continue to read "How to Begin"

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 Article
Monday, Jun. 12, 2006

Are You Still Waiting for Your Cat to Bark?

June 12th, 2006

Waiting for Your Cat to Bark? offers an integrated solution for businesses that want to succeed in today’s experience economy

When Pavlov trained his lab dogs to salivate on command of a ringing bell, he inadvertently set the stage for over a century’s worth of conditioning-based consumer messaging. In the early decades of the 20th century, characters such as J. B. Watson and Edward Bernays “proved” that when businesses rang the right bell the right number of times, they could conjure…

...continue to read "Are You Still Waiting for Your Cat to Bark?"

FutureNow Article
Thursday, Jun. 1, 2006

Practice What You Preach!

June 1st, 2006

In an experience economy, customer experience is the brand – you are in control of how you shape that experience

I purchased my round trip ticket for a Continental business flight online. I even got a confirmation email the day before departure that let me check in right online. That was wonderful! With my confirmation print-out, I managed to forego the large lineup at the airport. I thought I was off to a great start.

But then the brown stuff hit the…

...continue to read "Practice What You Preach!"

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