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Offline Persuasion

FutureNow Post
Wednesday, Jul. 5, 2006 at 1:02 pm

Persuasion Architecture in a Job Interview

July 5th, 2006

Sometimes it takes a good example from out of left field to show what Persuasion Architecture is attempting to accomplish. There’s a good article at Open Loops with advice on doing your homework before a job interview.

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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 Post
Tuesday, Jun. 13, 2006 at 2:54 pm

Stray cats barking throughout the office!

June 13th, 2006

Well forgive the shameless plug, but we’re finally 100% publicly shipping our latest book Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing.  Amazon, BN and Sam’s Club jumped the gun a bit, but we forgive their exhuberance.  After all, there’s probably no better time to start shipping than when a book is recommended in the Sunday edition of the New York Times.  We couldn’t be more proud of it, and the reception we’ve received thus far. …

...continue to read "Stray cats barking throughout the office!"

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…

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

FutureNow Post
Sunday, Mar. 12, 2006 at 11:15 am

Filming the DVD at the back of “Waiting For Your Cat To Bark?”

March 12th, 2006

Tuscanhallnight Dave Young took some pictures of us, at Tuscan Hall in Austin, filming the two hour question and answer session that will appear at the back of our book. For those of you who don’t know Dave Young, he is one of the  Wizard of Ads partners trained to do Persuasion Architecture; check out his Branding Blog.

...continue to read "Filming the DVD at the back of “Waiting For Your Cat To Bark?”"

FutureNow Post
Saturday, Mar. 4, 2006 at 7:13 pm

Waiting For Your Cat To Bark?

March 4th, 2006

Wiating_for_your_cat_to_bark That’s the cover of our new book being published by Thomas Nelson. This week it’s being sent to the printer. They will print the galleys and have them back to us in two weeks. Then the book will be in bookstores on June 13th. It sounds a whole lot easier than it is.

...continue to read "Waiting For Your Cat To Bark?"

FutureNow Post
Saturday, Jan. 21, 2006 at 5:52 pm

Does your product solve my problem?

January 21st, 2006

Reading last week on Working Knowledge @ Harvard I came across a gem of an article from quite a collection of minds- the uber-smart author of the Innovator’s Dilemma, the co-founder of Intuit, and the Chief Strategy Officer of the Advertising Research Federation.  What drew me in was this editor’s note:

Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs.

Naturally, this being a Harvard pub, the editor referenced the…

...continue to read "Does your product solve my problem?"

FutureNow Article
Saturday, Oct. 15, 2005

No Segment Left Behind

October 15th, 2005

Prioritize your market segments by treating them all equally

It’s a brave new world out there. We’re witnessing the birth of a media-rich environment filled with tons of alternative information resources for customers who are increasingly in control. And these customers are becoming more resistant to marketing’s “push.” Finding customers via targeted mass media vehicles these days isn’t enough. Marketers must be able to leverage all their market segments, maximize ad expenses and message with pin point relevancy.So, how many market…

...continue to read "No Segment Left Behind"

FutureNow Post
Friday, Sep. 30, 2005 at 4:12 pm

The Search for Relevant Messaging, Online and Off-

September 30th, 2005

A drive through downtown Manhattan places you in a dense stew of outdoor advertising. Whenever I drive downtown with my staff, we play a game: we grade the relevance of each billboard we pass.

A few weeks ago, we saw this outdoor disaster: “Martinis Shaken and Stirred you are not. Continental Airlines.” Another, for dog food, featured an adorable canine. But I had to take notes to recall the billboard was for Pedigree.

The other 32-plus billboards we graded didn’t fare much…

...continue to read "The Search for Relevant Messaging, Online and Off-"

FutureNow Article
Thursday, Sep. 1, 2005

The Long and Short of Persuasion

September 1st, 2005

In the “long versus short” debate on copy length, go for “just right”

Enter the Bear family home. They are discussing optimal copy length.

Papa Bear thinks copy shouldn’t be “too long.” Mama Bear counters it shouldn’t be “too short.” Long, short, long, short. You’re head can whip back and forth faster than the balls fly at Wimbledon. But if you’re caught up in their debate, you’re actually missing the point. Fortunately, there’s Baby Bear, sensible cub that he’s always been, who…

...continue to read "The Long and Short of Persuasion"

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