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Offline Persuasion

FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

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FutureNow Article
Friday, Oct. 24, 2008

Microsoft’s Ad Vs. Apple’s Three Move Set

October 24th, 2008

First, if you haven’t seen it yet, watch Microsoft’s response to Apple’s infamous “I’m a Mac” campaign.

YouTube Preview Image

Here’s the question: what do you want to bet that Apple has been just waiting – even itching – for Microsoft to release that kind of response to their “I’m a Mac” campaign?

Why do I ask that?  Because I’d bet anything that Mac’s marketing was smart enough to engage in what Mike Smock has termed The Three Move Set.  You see, when…

...continue to read "Microsoft’s Ad Vs. Apple’s Three Move Set"

FutureNow Post
Thursday, Sep. 18, 2008 at 5:49 am

Offline Reps Need to Care About the Online Experience

September 18th, 2008

I had finally tracked down that hard to find item online.  It was the right size, the right shape, the right finish, and a tolerable price…and free shipping!

I clicked the nice, big, obvious “Add to Cart” button to dive headlong into the conversion funnel.  ERROR.  Some gobbledegook that only a developer would understand.  No phone number.  I did what anyone in the mood to buy would do – I clicked the back button and tried…

...continue to read "Offline Reps Need to Care About the Online Experience"

FutureNow Article
Monday, Mar. 3, 2008

If Victoria’s Secret Wants Me Back…

March 3rd, 2008

I used to shop at Victoria’s Secret. They had really great stuff. But lately, when I walk into the store, I feel like I’m at a teenage pajama party, a porn video shoot, or both.

Victoria’s Secret used to be “my” store — a place that catered to sophisticated women. Now it feels like a store catering to teenage girls and creepy guys. Why, I wondered, doesn’t Victoria’s Secret want me as a customer anymore? Could it be because I’m not…

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FutureNow Post
Monday, Feb. 18, 2008 at 1:20 pm

How to Drive Customers from a Yogurt Lid to a Website

February 18th, 2008

the purple cow bluesI don’t have a strong allegiance to any one yogurt brand. I enjoy yogurt and eat it fairly often, but I usually bounce between brands. Recently, though, Stonyfield Farm had a unique opportunity to convert me into a full-time customer.

Right there on the lid was this note:

“Profits for the Planet — You can’t have healthy food or healthy people without a healthy planet. That’s why we give 10% of our profits to efforts that help protect and restore the Earth.”


...continue to read "How to Drive Customers from a Yogurt Lid to a Website"

FutureNow Post
Sunday, Jan. 6, 2008 at 12:55 pm

Top Ten Best (and Worst) Communicators of 2007

January 6th, 2008

Bert Decker trains executives to communicate better. He’s nationally recognized as a persuasive presentation coach and has an impressive client list. Not only is he a friend but we send people to his trainings. That’s why his “Top Ten Best (and Worst) Communicators of 2007” is a must-read.

I’ll give you his top three, but you’ll have to read the post for the other seven and Bert’s analysis.

Top Three Best

1) Gov. Mike Huckabee — What but for communicating would get a presidential…

...continue to read "Top Ten Best (and Worst) Communicators of 2007"

FutureNow Post
Monday, Aug. 20, 2007 at 4:26 pm

Study: Most Online Searchers Driven by Offline Channels

August 20th, 2007

A recent survey, conducted by Jupiter Research and commissioned by iProspect, suggests that two-thirds of online searchers are driven by offline channels such as TV or word-of-mouth. The study also concluded that more than a third of these offline-influenced searchers end up buying something.

According to the iProspect release:

. . . the study also took a look at purchase behavior. Specifically, offline-influenced online searchers were asked whether they ultimately had made a purchase from the company whose website had been the object of…

...continue to read "Study: Most Online Searchers Driven by Offline Channels"

FutureNow Post
Tuesday, May. 29, 2007 at 4:14 am

Foxy One-Page Proposals

May 29th, 2007

Our friend, and fellow Wizard Academy faculty member, Mark L. Fox put together a video about “The One-Page Proposal: How to Get Your Business Pitch onto One Persuasive Page” by Patrick G. Riley.

Click through for a brief video overview of a One-Page Proposal. The one-page proposal is a communication tool that can get an idea moving forward, cut through the clutter, and get to a decision–quickly.

Isn’t communicating effectively always harder than it seems?

...continue to read "Foxy One-Page Proposals"

FutureNow Post
Monday, May. 7, 2007 at 10:14 am

Have You Ever Run An Ad That Failed?

May 7th, 2007

Don’t miss Roy Williams’ MondayMorningMemo “The Media Is Not The Message“.

The entire memo is excellent, but my favorite part for online marketers is:

4. You committed to an ad campaign that was shorter than your product selling cycle. If people buy your product once a week, don’t expect your ads to return a profit during the first week. If people buy once a month, don’t expect to break even on your advertising during the first 30 days. If your product selling…

...continue to read "Have You Ever Run An Ad That Failed?"

FutureNow Post
Wednesday, Mar. 28, 2007 at 10:36 am

Present, Persuade, Powerful…

March 28th, 2007

If I were allowed to share only three words to describe what Bert Decker is all about, there they are.

I had the privilege of spending a few hours catching up with Bert in his hometown of San Francisco. Bert’s been busy. He’s just agreed to be one of the judges of the World’s Best Presentation contest with Guy Kawasaki, Garr Reynolds and Jerry Weisman. He’s coaching quite a few execs and organizations on how to create communications experience. What we do for marketing…

...continue to read "Present, Persuade, Powerful…"

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