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Persuasive Momentum

FutureNow Article
Thursday, Mar. 15, 2007

AIDAS: The Relevance of Satisfaction

March 15th, 2007

Many people who have never been formally trained in sales or marketing still have heard the acronym AIDA. E. K. Strong put it forth in his Journal of Applied Psychology article “Theories of Selling” in 1925. Alec Baldwin popularized it in the movie Glengarry Glen Ross.

AIDA is a basic sales framework that stands for: Attention (Awareness), Interest, Desire and Action. In our offices, we add an S to the acronym. For Satisfaction. If you fail to satisfy, all the other…

...continue to read "AIDAS: The Relevance of Satisfaction"

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
Saturday, Jul. 1, 2006

Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 1st, 2006

Leverage the power of Persuasion Architecture to improve your business-to-business transactions

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big…

...continue to read "Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

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 Article
Monday, May. 1, 2006

Persuasive Copywriting for Beginners (and ‘Dummies’)

May 1st, 2006

When writing persuasively online, it helps to understand the profiling value of dominant personality types

A few months ago, before I began working with Future Now – prior to any formal interview, even – they mailed me a copy of Persuasive Online Copywriting: How to Take Your Words to the Bank. Presumably, I was getting this book to preemptively further my copywriting expertise in case they hired me. They would have me learn a thing or twelve about their business by…

...continue to read "Persuasive Copywriting for Beginners (and ‘Dummies’)"

FutureNow Article
Saturday, Apr. 1, 2006

Dishing Out What the Customer Really Wants

April 1st, 2006

Writing persuasive online copy begins with understanding the questions your customers want answered

The purpose of persuasive online copy is to present information that offers your customers relevant answers to the questions they are asking and motivates them to move forward in your conversion process. I can’t shout this loud enough: YOUR ONLINE COPY IS CRITICAL!

We’ve just been talking about Dish Network, a company that competes with cable for the high definition television audience (among others). Up against cable, Dish is…

...continue to read "Dishing Out What the Customer Really Wants"

FutureNow Post
Friday, Mar. 3, 2006 at 2:08 pm

Conversion Funnel Folly, Part 2

March 3rd, 2006

Last time, I promised to show you what a true persuasion scenario looks like. A persuasion scenario is much more than a one-dimensional, overly simplistic conversion funnel. So, before I dissect and expose a truly persuasive scenario, we must define a persuasion scenario’s necessary qualities.

Persuasion Scenario Defined

To quote my site:

A scenario consists of persuasive components that lead a visitor segment to participate in a conversion action. Some of these components will be linear; others will be nonlinear. All must be…

...continue to read "Conversion Funnel Folly, Part 2"

FutureNow Post
Friday, Feb. 17, 2006 at 2:12 pm

Conversion Funnel Folly, Part 1

February 17th, 2006

Would you make a radiologist responsible for all of your health care?

Of course not.

Even the world’s finest radiologist, employing x-rays, MRIs, and all sorts of complex technology, can still only spot, and occasionally diagnose, an abnormality. When it comes to treating the total patient, assessing health, or creating a regimen, radiologists are ill-equipped.

This doesn’t diminish radiologists; their role is critical. But that role is only part of the whole picture.

Optimizing an e-business is not unlike treating a patient. Each business…

...continue to read "Conversion Funnel Folly, Part 1"

FutureNow Article
Wednesday, Feb. 15, 2006

The Sense of Scent

February 15th, 2006

Establishing and maintaining a scent trail is essential to providing persuasive momentum

Kudos to my heroine and comrade-in-words, Holly Buchanan, who recently presented an electrifying Shop.org teleseminar on persuasive online copywriting. We were reading through the impressive feedback when I came across this: “I would have liked more examples of scent.”Holly and I looked at each other (she still isn’t sure which of my eyes to gaze into), and smiled. What seems so obvious to us obviously isn’t obvious to others.

So I…

...continue to read "The Sense of Scent"

FutureNow Post
Friday, Dec. 9, 2005 at 3:27 pm

Angles of Information

December 9th, 2005

I’m a potential customer for your product. Where do I begin my search? How would I find your product? What would I call it? If I’ve heard of it, what’s my perception of it? I’m also looking at your competition, so how should I evaluate you in light of them? What do other people saying about your product?

You want to persuade me to become your customer. How should you package your product? How will you ensure I find you? How…

...continue to read "Angles of Information"

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