Questions? (877) 643-7244

Persuasion Architecture

FutureNow Post
Monday, Mar. 26, 2007 at 3:57 pm

Bryan Eisenberg on Persuasion & Customer Focus

March 26th, 2007

Search Engine Watch‘s Eric Enge recently interviewed our own Bryan Eisenberg about how we use Persuasion Architecture™ to plan, measure, and optimize the customer experience–online, offline, and across channels.

In the interview, Bryan talks about his past life as a social worker, founding Future Now when “accountable online marketing” was considered laughable, and how to speak to customers and online visitors on their own terms (the only terms they’ll accept).

...continue to read "Bryan Eisenberg on Persuasion & Customer Focus"

FutureNow Post
Thursday, Mar. 22, 2007 at 9:07 am

Thick Heads, PPC, B2B Demand Generation, and Converting Visitors

March 22nd, 2007

jumping on the bedI have four kids that range in age from 4- to- 13. I must confess, sometimes being a marketing consultant feels too much like my nagging daddy role.

Anyone with kids knows the routine when you impart your wonderful child with a bit of wisdom.

“Son, do you want to get hurt?” “No, Daddy” “Then please don’t jump on the bed!” “Ok, Daddy”

Simple, right?

Then, about 8 minutes later, comes that ear shattering scream. Your son is curled up on the floor, clutching…

...continue to read "Thick Heads, PPC, B2B Demand Generation, and Converting Visitors"

FutureNow Post
Monday, Feb. 26, 2007 at 6:53 am

Do We Need More Female Web Designers?

February 26th, 2007

Courtesy of PlanetDesign.bizI was reading an article about the lack of women speakers at web conferences. Does gender diversity really matter? Isn’t a good speaker a good speaker? Why should it matter whether a speaker is male or female?

In web design, does gender really matter? Isn’t a good designer a good designer?

I specialize in marketing to women online. One questions I often get is, “If I’m targeting women, should I get a woman to design my website?”

My answer is always, “Hire the…

...continue to read "Do We Need More Female Web Designers?"

FutureNow Article
Sunday, Feb. 4, 2007

7 BIG Questions for Online Marketers

February 4th, 2007

Icon___Question_Mark.jpgWe hear the questions businesses ask: How do I increase my sales or leads? How do I get more traffic to my site? How do I get better search engine rankings? How do I get fewer customers to abandon their shopping carts? What do I do with all this data I’m getting from my analytics software?

These are important questions.

Ask a Bigger Question

What makes people buy? When you focus on this question, all the subsequent details fall much more easily…

...continue to read "7 BIG Questions for Online Marketers"

FutureNow Post
Friday, Oct. 13, 2006 at 3:01 pm

Death of the Web Page

October 13th, 2006

The Web page was pronounced dead on October 9, 2006, after a long bought with chronic irrelevance. A large group of marketers attempted CPR and other heroic resuscitation techniques. Witnesses present at the scene told reporters that despite a few minutes of chaos, the Web page’s last moments were largely serene and peaceful.

“She was a quiet and powerful beast, and she died doing what she loved,” states one observer.

“While Web 2.0 technologies and persuasive scenarios were certainly contributing factors, we have…

...continue to read "Death of the Web Page"

FutureNow Post
Friday, Sep. 15, 2006 at 3:41 pm

Satellite Radio and Listening to Personas, Part 1

September 15th, 2006

Would you like to lose $863 million in 365 short days? Too much? How about $667 million? Is that a bit more palatable?

In her article “Satellite radio runs into static,” Sarah McBride of “The Wall Street Journal” writes those numbers represent what satellite radio providers Sirius Satellite Radio and XM Satellite Radio lost respectively in 2005.

It’s proof positive that piles of money don’t buy business or marketing effectiveness.

Are You Sirius?

In his article, “Satellite Radio: Seriously, Folks, Are XM and Sirius Serious?” Denny…

...continue to read "Satellite Radio and Listening to Personas, Part 1"

FutureNow Article
Friday, Sep. 1, 2006

Narratives Come Before Scenarios

September 1st, 2006

Capture the dramatic story of your site before you turn to the more detailed process of creating scenarios.

What’s the best way to deliver a memorable, persuasive message? Tell a story. Don’t believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop’s Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you’ll see many parallels with Persuasion Architecture™.

The essence of Persuasion Architecture™ is a story. It involves building the characters, creating a narrative plot…

...continue to read "Narratives Come Before Scenarios"

FutureNow Post
Friday, Aug. 18, 2006 at 3:37 pm

Building More Effective “Contact Us” Pages

August 18th, 2006

An open, efficient line of communication is beneficial to customers and the bottom line. Yet judging by many “contact us” pages, you’d never think this is the case. Much like “about us” pages, many “contact us” pages seem like throwaways. They receive little love and even less effort.

This is easily remedied with a little thought and some planning.

Common “Contact Us” Mistakes and Solutions

Problem: Prospects don’t know whom they should contact. Many companies do a great job of listing all the different…

...continue to read "Building More Effective “Contact Us” Pages"

FutureNow Article
Monday, Jul. 24, 2006

In Sales? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 24th, 2006

Implement strategies to improve your sales efficiency while meeting the needs of your customers

You’ve got online sales. You’ve got offline sales. To complicate matters, neither of these exists in isolation. According to a recent BIGresearch survey, 87% of the customers who research their purchases online actually buy offline!On top of that, websites and flesh-and-blood sales staff must continually field product and service questions from customers who increasingly are as, if not better, informed than they are!

How can you implement strategies…

...continue to read "In Sales? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Article
Monday, Jul. 10, 2006

When Shopping Carts Aren’t Your Thing

July 10th, 2006

Solve the dilemma of complex B2B sales and lead-generation processes with personas

Online sales are growing, but the Internet still influences a lot more sales offline than it does online! Think Persuasion Architecture is simply for sweaters and backpacks?Maybe you know WebEx? It’s a great business solution for powering online meetings , web conferencing, teleconferencing , conference calling, and video conferencing services. They don’t do shopping carts. The basic sales goal on the WebEx site is to persuade the customer…

...continue to read "When Shopping Carts Aren’t Your Thing"

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: