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Marketing Rants

FutureNow Post
Thursday, Nov. 11, 2010 at 3:40 pm

Unsolicited TXT Marketing: Payback Sux

November 11th, 2010

SpideyQuote-1If you fancy yourself a marketing superhero, or even just aspire to marketing superhero status, you’re probably following the cutting edge of emerging technologies and their practical application to your craft. Early adopters of new technology have the rare opportunity of getting their point across before the space becomes so saturated that messages are lost in all the muddle. But take heed, oh good marketers of the world! For as any superhero knows, with great power comes great responsibility (click…

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FutureNow Post
Wednesday, Nov. 25, 2009 at 9:04 am

Email Feng Shui: The Unsubscribe Option

November 25th, 2009

Picture5Early this morning, I was woken up by a constant pinging sound coming from my Blackberry.  Yes, I know I could turn it to silent or even off, but what can I say, I’m attached (they don’t call them “crackberries” for nothing).  After a few more hours of tossing and turning, I woke up to review the 47 new emails I’d been receiving since 4:30am.  I didn’t find a note from Grammy, or a funny story from…

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FutureNow Post
Monday, Oct. 5, 2009 at 4:14 pm

Beware of Copycat Credibility

October 5th, 2009

Money Back Guarantee Icon SetI saw something today that disturbed me a bit (see pic). What you see is a free icon set I found with the standard 30, 60 and 90-Day Money Back Guarantee emblazoned in gold. I’ve been seeing similar graphics on websites more and more lately.  We’re partly at fault because FutureNow helps businesses of all sizes by recommending design elements like these be put on their “to-do list.”

The disturbing thought is that if this style of “starburst” guarantee seal has…

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FutureNow Post
Tuesday, Aug. 11, 2009 at 9:24 am

3 Ways to Lose an Online Sale

August 11th, 2009

I’m not gonna lie…what you’re about to read was inspired by a real-life online shopping experience.  I won’t mention the guilty site, but I’ll say they sell clothing and jewelry to young urbanites.

As I relate the following three eCommerce mishaps, be thinking about whether you can eradicate all of them from your business by the time the “Holiday Rush” hits. ALL are preventable, if you start today and take one item at a time.

sale.comLet’s start at the “precipitating event;” the spark…

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FutureNow Post
Monday, Aug. 10, 2009 at 1:13 pm

Radio and the Internet Put the Smackdown on Newspapers

August 10th, 2009
Or at least why the assumptions behind the review are off-base

newspaper-association-america-survey-mori-primary-medium-checking-advertising-2009According to the nifty pie-chart to the right and the related study, because  print newspapers reach people who are actively looking for, or “checking,” ads, they are still a solid advertising medium.  How these people can conclude one thing from the other is utterly beyond me.

While newspapers may be a medium that still draws people  who are actively searching out ads, that hardly means newspapers are…

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FutureNow Post
Wednesday, Aug. 5, 2009 at 9:50 am

On Target Copywriting and the next “Buns of Steel”

August 5th, 2009
You probably won’t like the website I’m about to show you.

Lou vs BradIn fact, you may not like the product, either, simply because you’re probably not part of their targeted audience.  So make up your mind now to look past that in order to see the marketing decisions behind both the product and the site.

Let’s start by imagining that you’ve just been challenged to enter the fitness category. Not to sell some machine or piece of equipment, but to sell…

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FutureNow Post
Tuesday, Jun. 30, 2009 at 8:20 am

Billy Mays: If All You Remember is the Voice, You’re Missing Out.

June 30th, 2009

HE HAD A VOICE NO LIBRARIAN COULD LOVE – CAUSE HE ALWAYS TALKED LIKE THIS.  But look past the booming voice and easily parodied stage persona of the late Billy Mays and you’ll find an extraordinarily gifted pitch-man, worthy of his own TV show.

A pitch-man whose fame and success made him the target of more pitches than he ever gave.  Pitches made by desperate inventors looking for him to save them after they’d already mortgaged the house, spent the…

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FutureNow Post
Friday, Jun. 5, 2009 at 8:01 am

Marketer’s Impotence Syndrome

June 5th, 2009

Sometimes you never know.

While cleaning the last remnants of unsolicited and undesirable e-mail from my inbox a few days ago, I had two interesting thoughts. First, spam can actually be good for something. And second, inspiration does indeed strike in uncanny places.

The thoughts started while deleting spam e-mail number 12,874. It was targeting the otherwise happy man who only needs a little help in the sack, offering him the solution in a little blue pill.

Are there really that many men…

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FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?

Never?

You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

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FutureNow Post
Thursday, Apr. 30, 2009 at 8:21 am

On a Scale From 1 to 5 Surveys Stink. Here’s Why!

April 30th, 2009

You know the kind of surveys I’m talking about, the ones that ask you to rate something on a scale of 1-5, they are called Likert surveys.  I doubt if anyone actually likes them, but I truly loath them.  Here’s why:

The rating system is too clunky. Most people get stuck between 3 and 4, usually with 4 sounding too good and 3 too wishy-washy, meaning that the results are often more indicative of a temporary mood than an honest…

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