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Persuasive Copywriting

FutureNow Post
Tuesday, Dec. 23, 2008 at 8:08 am

Mini Case Study: Unique Value Proposition & a 33% Conversion Lift

December 23rd, 2008

In case anyone has ever questioned our emphasis on the power of the Unique Value Proposition, we thought we’d publish this brief case study.

Unique Value Proposition (or Unique Campaign Proposition), is a brief, concise statement about what makes your website/business unique, and why customers should buy from you and not your competitors.  It’s been a central part of our Persuasion Architecture methodology from day one.

At our recommendation, our friends over at Accepted.com ran a UVP test on their website.  We…

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FutureNow Post
Tuesday, Nov. 25, 2008 at 8:15 am

How to Write Newsletters That People Actually Read

November 25th, 2008

There’s a really interesting discussion going on in the comment section of Bryan’s post – The More You Post, The Better You Rank.  Technorati released a report that found the top blogs post multiple times a day.   Bryan asked if readers prefer blogs with multiple posts or a single daily posts   The reaction has been mixed.   Some prefer multiple posts, some prefer one meaty post.

There’s an important parallel here…

...continue to read "How to Write Newsletters That People Actually Read"

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…

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FutureNow Post
Tuesday, Oct. 21, 2008 at 11:06 am

Are Political Consultants Better at Marketing than Most Marketers?

October 21st, 2008

It sometimes looks that way to me.  At least they seem more tightly focused on creating effective messaging than many marketers.  Political campaign consultants routinely manipulate the nuances of words in order to consciously frame and re-frame the way people think about a topic, while far too many marketers don’t.

Here’s an example from the world of politics:

When California’s conservatives wanted to define the word “marriage” by law, Proposition 22 was added to the California ballot.  It was…

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FutureNow Post
Monday, Oct. 6, 2008 at 9:44 am

Cause People to Realize the Truth, Rather than Just Telling it to Them

October 6th, 2008

SPOILER ALERT!

If you haven’t already watched the short film I blogged about recently, watch that first!  You’ll get more out of this post, I won’t spoil the ending for you, and the video will leave you feeling proud to be a copywriter.

******************************************************* OK, having watched the video you know now that the “ad guy” changes the old man’s sign from:

“Have compassion, I am blind”

to

“Today is a beautiful day, and I can not see it.”

So let’s talk about the ad…

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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…

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FutureNow Post
Thursday, Sep. 25, 2008 at 4:48 am

Texting, Linguistics, Gender and Murder

September 25th, 2008

I’ve done a lot of research on male vs. female communication styles.  But apparently these gender differences aren’t limited to conversation, there are also distinct linguistic styles in texting.   This bit of linguistic difference even helped convict a man of murder.

Jenny Nicholl disappeared on 30th June 2005. A linguistic analysis showed that text messages sent from her phone were unlikely to have been written by her but, rather, were more likely to have…

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FutureNow Post
Friday, Sep. 19, 2008 at 6:02 am

7 Principles of Web 2.0 Copy – Twitter Style!

September 19th, 2008

Bryan likes to tease me about my (in his opinion) way-too-wordy, overly long, and serialized blog posts.  He has even started suggesting I join twitter to practice short-form writing styles (you can follow Bryan @TheGrok).  But since I need a distraction like twitter like I need a crack cocaine addiction, this twitter-style post will have to suffice.

So here you have it, the 7 principles of Gr8t Web 2.0 (read short-form) copy:

1.    Brevity – Twitter = learn to…

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FutureNow Article
Wednesday, Aug. 27, 2008

Is the New Mint.com Marketing to Women Through Design?

August 27th, 2008

mint before afterThe best marketing to women experts will tell you that marketing to “women” as a generalized category is usually less than ideal. It’s not about marketing to women, it’s about the female customer, and about seeing her real. And that means NOT marketing to a stereotype, which is something that I couldn’t agree with more.

But then where does that leave broad-based gender differences and reality-based demographic information?  For instance, women make or influence 85% of all consumer purchasing decisions and control the…

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FutureNow Post
Thursday, Aug. 14, 2008 at 5:16 am

The Best of GrokDotCom 2008, So Far…

August 14th, 2008

Earlier this week it came to our attention that a significant part of our readership never received their email newsletters (for some people this has been several months worth) due to an internal operational glitch. Can you say ooooops! So we’ve put together a list of the top 10 posts you may have missed:

Tapping the Power of Social Media to Advertise to Women

3 Things Viral Videos Must Do to Make Money 

Free Whitepaper: “Marketing in a Recession” (Don’t…

...continue to read "The Best of GrokDotCom 2008, So Far…"

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