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FutureNow Article
Thursday, Jun. 1, 2006

Multi-Channel Marketing: At Least 11 Things You Can Learn from Waiting for Your Cat to Bark?

June 1st, 2006

Learn how to maintain your persuasive momentum and messaging across channels

You run a lavish, expensive ad on network television encouraging viewers to go to your website. Your site’s conversion goal is to direct potential customers to the nearest brick-and-mortar store, where they can purchase what you are selling. A customer follows this trail and enters the store. Will her experience there reinforce everything that has come before?You send a promotional coupon to loyal customers who have purchased from your retail…

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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
Monday, May. 15, 2006

Copernicus is Back

May 15th, 2006

How will e-commerce influence catalog marketing?

by Fredric B. Gluck

For those of you who may not be history buffs, Copernicus was the guy who broke ranks with conventional thinking and proposed that the sun, not the earth, was the center of the universe. That doesn’t sound like a huge revolution today, but back in the late 15th century, it was a monumental shift in thinking. It up-ended everyone’s frame of reference.

In our world of on-line retailing, I am pretty sure…

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FutureNow Article
Monday, May. 1, 2006

We Are So Not There Yet!

May 1st, 2006

Think ebusiness has achieved maturity? Well, think again!

We’ve been circulating a recent email from The e-tailing Group1 around the office. Bryan started it: “So, guys … what’s wrong with this picture?” Everyone chipped in an observation or two, but the real wrongness lives in these words:”… the online channel is now truly established …. However, this growth is more measured as with this maturation, it is harder to move the revenue growth needle …”

Whoa there, Nelly! I’ve got something to…

...continue to read "We Are So Not There Yet!"

FutureNow Article
Monday, May. 1, 2006

Persuasive Copywriting for Beginners (and ‘Dummies’)

May 1st, 2006

When writing persuasively online, it helps to understand the profiling value of dominant personality types

A few months ago, before I began working with Future Now – prior to any formal interview, even – they mailed me a copy of Persuasive Online Copywriting: How to Take Your Words to the Bank. Presumably, I was getting this book to preemptively further my copywriting expertise in case they hired me. They would have me learn a thing or twelve about their business by…

...continue to read "Persuasive Copywriting for Beginners (and ‘Dummies’)"

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 Article
Saturday, Apr. 15, 2006

The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”

April 15th, 2006

In the Visits/Visitors debate, side with Unique Visitors

by Howard Kaplan and John Quarto-vonTivadar

Analysis doesn’t happen in a vacuum. And as we’ve said a thousand times: you can torture the numbers to confess to … uh, we mean, rationalize … just about anything.

Matt Belkin of Omniture blogged recently about the differences between Visits and Unique Visitors as they relate to measuring reach and as they factor into the Conversion Rate formula. Matt argues that Conversions per Visit is more important than…

...continue to read "The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”"

FutureNow Article
Saturday, Apr. 1, 2006

Persuasive Online Hype in Action

April 1st, 2006

Hype-y online copy only persuades your visitors to say goodbye

As sound-bites and sight-bites rain down like those proverbial cats and dogs (maybe worse!), folks are becoming hypersensitive to hype. Collectively, we are just not buying it.1 Yep, our bullshit meters are meticulously calibrated to ring when messaging sounds over-the-top, and we stand only too ready to believe that if it sounds (or looks) too good to be true, it probably is.Hype lives in your copy, in words that beg comparison…

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FutureNow Article
Saturday, Apr. 1, 2006

Dishing Out What the Customer Really Wants

April 1st, 2006

Writing persuasive online copy begins with understanding the questions your customers want answered

The purpose of persuasive online copy is to present information that offers your customers relevant answers to the questions they are asking and motivates them to move forward in your conversion process. I can’t shout this loud enough: YOUR ONLINE COPY IS CRITICAL!

We’ve just been talking about Dish Network, a company that competes with cable for the high definition television audience (among others). Up against cable, Dish is…

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FutureNow Article
Wednesday, Mar. 1, 2006

Complexograms: Thumbnail Sales Portraits of Your Personas

March 1st, 2006

Understanding the complexity of your sale helps you design better personas and scenarios

Around here, we rarely worry about whether a client’s business is B2B or B2C or any flavor in between. Because any “sale” takes place largely within the context of a customer’s buying decision process, we look instead at how customers view the complexity of the sale.This customer-centric perspective allows us to fine-tune the personas and scenarios that make up your persuasive system based on the various dimensions of…

...continue to read "Complexograms: Thumbnail Sales Portraits of Your Personas"

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