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Persuasion Architecture

FutureNow Post
Friday, Nov. 28, 2008 at 2:16 am

Black Friday or Bleak Friday?

November 28th, 2008
Amazon's Black Friday deals

Well sports fans, here we go.  Black Friday.  Soon, Cyber Monday.  (Forgive me for the brief digression, but did you know neither Black Friday nor Cyber Monday typically deliver results, in the form of conversions, er, sales, mainly just delivering traffic :(   Unsurprisingly, retail numbers thus far have been bleak, to say the least.

Retailers are hopeful however, and doing everything they can to jumpstart the economy and try to turn a profit this holiday season.  …

...continue to read "Black Friday or Bleak Friday?"

FutureNow Post
Tuesday, Nov. 18, 2008 at 5:15 pm

Texas Tech Tuesday – It Ain’t Just About the Website

November 18th, 2008

As part of my Texas Tech series, I’ve been corresponding with West Texas entrepreneur and football fanatic (sorry for the redundancy), Tom Grimes, who has consistently offered outstanding commentary and feedback on the Texas Tech and Coach Leach phenomenon.

In fact, his last e-mail was so good and applied so well to most lead generation websites that I thought I’d share it with you directly:

“…Leach recruited the BIGGEST OFFENSIVE LINE in college football (bet it’s bigger than most pro teams as…

...continue to read "Texas Tech Tuesday – It Ain’t Just About the Website"

FutureNow Post
Thursday, Oct. 30, 2008 at 12:16 pm

Presidential Candidates, Temperament & Website Copy?

October 30th, 2008

I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the Four Presidents on Mt Rushmore:

Dutiful George Washington for Sensing-Judging / Methodicals Philosophical Thomas Jefferson for iNtuitive-Thinking / Competitives Rambunctious Teddy Roosevelt for Sensing-Perceiving / Spontaneous…

...continue to read "Presidential Candidates, Temperament & Website Copy?"

FutureNow Post
Thursday, Oct. 30, 2008 at 1:03 am

When Consumer Confidence is Low…

October 30th, 2008

Guess what becomes more important? Yup, conversion.

As online marketers are forced to reign in their spending (along with just about everyone else today), many may be tempted to cut their optimization budgets. After all, optimizing a website is w_o_r_k. It’s far easier to simply buy more traffic, when you need to generate greater profits.

That strategy even works too, on a short enough time horizon, although admittedly more so in bull markets than bear ones. But in recessionary times (or those…

...continue to read "When Consumer Confidence is Low…"

FutureNow Post
Friday, Oct. 3, 2008 at 5:53 am

Do you share Susan’s Cynicism?

October 3rd, 2008

Yesterday Susan Greene wrote this comment to my previous post:

Great video, great message.  Now imagine that the guy in the suit worked for a corporation, and his boss asked him to come up with the words for the beggar’s sign. 
 His sentence would have been made into a paragraph by Corporate, watered down by Legal, and politically corrected by Human Resources.  I’m thinking it would be a completely different message by then. 
 Uh…

...continue to read "Do you share Susan’s Cynicism?"

FutureNow Article
Friday, Sep. 12, 2008

The Case for Persona-Based Lead Generation

September 12th, 2008

A lost wallet lies on a Manhattan street, stuffed with cash. A white middle-income male, New Yorker, between age 30 and 44, picks it up. Will he look for the rightful owner, or pocket the cash?

With that level of “targeting,” it’s anyone’s guess. There just isn’t enough information available.

But if George Costanza, the white middle-income male New Yorker between age 30 and 44 from “Seinfeld” picks up the wallet, everyone knows exactly what he’ll do.

He’ll keep the money.

By allowing you…

...continue to read "The Case for Persona-Based Lead Generation"

FutureNow Post
Tuesday, Sep. 9, 2008 at 7:42 am

Speed! Why Optimization Should Be Sexy

September 9th, 2008

The Need for Speed

How much are you investing in analytics? My friend Mel Carson is asking on the Microsoft AdCenter Analytics blog.

In the UK last week Brand Republic reported that UK spend on search engine marketing would reach £2.75bn this year.

However, just a tiny fraction of that cash – £330m – was spent on the art of SEO or search engine optimisation. The lion’s share of web site owner’s budget went on paid search solutions like Google AdWords or Microsoft adCenter.

SEO is an essential…

...continue to read "Speed! Why Optimization Should Be Sexy"

FutureNow Article
Wednesday, Aug. 13, 2008

When Information Architecture Can Fall Short

August 13th, 2008

linear paths are dead“Information Architecture involves the design of organization and navigation systems to help people find and manage information more successfully.”

Basically, Information Architecture (IA) views websites as libraries in need of the right kind of card catalogue set-up to facilitate information access by visitors.

But most websites aren’t libraries, or merely stores of information. In fact, most commercial websites are more interested in persuading visitors to take certain actions (i.e. converting) than they are in providing access to information.

In this sense, the interactivity enabled…

...continue to read "When Information Architecture Can Fall Short"

FutureNow Article
Thursday, Jun. 19, 2008

See Like An Outsider In 3 Not-So-Easy (But Worth It) Steps

June 19th, 2008

inside the bottle website optimizationIf you’re already an insider, this won’t be easy. Once you’re “inside the bottle,” reading the label on the outside requires serious mental contortions.

Or an outsider to come and open the bottle for you. In fact, their outsider perspective is a huge part of any consultant’s or outside copywriter’s value – so long as they’re willing to call you to the carpet over your unseen assumptions and un-named elephants.

But if you can’t bring in an actual outsider, any attempt you…

...continue to read "See Like An Outsider In 3 Not-So-Easy (But Worth It) Steps"

FutureNow Post
Thursday, Apr. 17, 2008 at 11:19 am

Interview on Persuasion Architecture, Personas and ROI

April 17th, 2008

eBiz IT PA logoIn case you weren’t able to join me today at the King Conversion: Websites that Sell conference in Erie, PA — put on by the fabulous folks at eBizITPA — I at least wanted to share a recent interview on personas and persuasive planning.

I had a chance to sit down with Cathy von Birgelen to talk about what’s on the mind of Pennsylvania business owners, and what they want to know about improving their websites and other online marketing efforts. You…

...continue to read "Interview on Persuasion Architecture, Personas and ROI"

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