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Persuasive Online Copywriting

FutureNow Article
Wednesday, Jan. 2, 2008

Sinatra and Social Proof: Rethinking the 4th Deadly Claim

January 2nd, 2008

chairman of the board“If Oprah uses it, it must be amazing.”

Now, you may disagree with that statement, but there’s no arguing with the sales boosts and success that Oprah’s “Favorite Things Show” routinely bestows upon her selected items. And while this falls more nearly under the principle of appeal to authority than social proof, the mental shortcut involved is largely the same — it’s what Chip and Dan Heath coined the “Sinatra Test.”

When Frank crooned, “If I can make it there, I’m gonna…

...continue to read "Sinatra and Social Proof: Rethinking the 4th Deadly Claim"

FutureNow Article
Monday, Dec. 10, 2007

Are Your Words Saying What You Want Them To?

December 10th, 2007

Crest is Pro-Health“Words schmords. What’s so important about words? Images — that’s where it’s at. It’s all about the images, right?”

I hear that often. And yes, images are important. Very important. But don’t write off the word (no pun intended). Words change entire battles (see also: “withdrawal date” and “surrender date”). Which is easier to support, “affirmative action” or “racial preference”? Politicians understand the power of words. Marketers are also taking notice.

Look at word choice in products. “Oil of Olay” dropped the…

...continue to read "Are Your Words Saying What You Want Them To?"

FutureNow Article
Thursday, Dec. 6, 2007

The 7 Deadly Claims (Part 2) — “Easy to Use”

December 6th, 2007

Popular_Electronics_Cover_Jan_1975.jpgWhat’s the real cause of your online visitors’ anxiety?

Answer that and you’ll take the first step toward invigorating your Web copy instead and ignoring weak claims like “easy to use.” Because “easy to use” isn’t so much a claim as it is an assurance, you can’t strengthen it until you know which fear you’re facing.

Visitor fears generally fall into two categories:

1.) They doubt their abilities. For instance, a fear created by a product that allows them to do things…

...continue to read "The 7 Deadly Claims (Part 2) — “Easy to Use”"

Special Announcement
Monday, Nov. 19, 2007

Two Great Seminars, One Great Location

November 19th, 2007

On January 14th & 15th, the Future Now team will be in Orlando, Florida, hosting two of our most popular marketing optimization seminars:

Persuasive Online Copywriting seminar & workshop — Led by two of our most popular writers, Holly Buchanan and Jeff Sexton. Learn how to write persuasive that speaks to each of your market segments. Not only for copywriters, past attendees in this class include C-level execs, marketing directors, entrepreneurs, and others who just want to improve their online communication skills. Call…

...continue to read "Two Great Seminars, One Great Location"

FutureNow Article
Tuesday, Nov. 13, 2007

Online Copywriting 101: The Ultimate Cheat Sheet — Part 2

November 13th, 2007

Online Copywriting 101To those who missed the first lesson, how nice of you to join us…

Isn’t this stuff easier now that the Web’s getting smarter? With a subject like copywriting, there are so many smart people out there, sharing so much information, faster than ever, that it’s important to study all the different ways writers can harness and leverage that power.

That’s what these online writing techniques can do. They’ll help you persuade; to share your ideas and promote your agenda in a…

...continue to read "Online Copywriting 101: The Ultimate Cheat Sheet — Part 2"

FutureNow Article
Monday, Oct. 29, 2007

Online Copywriting 101: The Ultimate Cheat Sheet

October 29th, 2007
FutureNow Post
Friday, Oct. 26, 2007 at 5:18 am

How Start-Ups Can Build Effective “About Us” Pages

October 26th, 2007

Since writing on “about us” pages a few months back, I’ve received several inquiries like this one:

Thank you for a very valuable information on the “About Us” page, good examples.

How about new companies or companies that are being created? Customers are skeptical to engage with new companies. What would be your advice in terms of what is the best content to put in it, what to highlight, if you do not have history and you are staring from the “garage” location?


...continue to read "How Start-Ups Can Build Effective “About Us” Pages"

FutureNow Article
Thursday, Oct. 4, 2007

The “My Hyperlink Can Beat Your Hyperlink” Contest (Winners just announced… )

October 4th, 2007
FutureNow Article
Monday, Sep. 17, 2007

“You Ain’t All That!” — A Marketing Copy Autopsy, Part 2

September 17th, 2007

bullseye.jpgMy last piece began with jargon-filled marketing copy and ended with clear, customer-focused copy. The problem was that the “clear” copy lacked emotional punch. My promised solution was to compensate for that through stronger emotion. This article is where that happens.

Notice I said compensate; not “overcome” or “fix”. A powerful message with mediocre copy beats a weak message with world-class copy any day. But if nobody in your market has a powerful message, a par-for-the-industry message with stronger emotion can make…

...continue to read "“You Ain’t All That!” — A Marketing Copy Autopsy, Part 2"

FutureNow Article
Wednesday, Sep. 12, 2007

“You Ain’t All That!” — A Marketing Copy Autopsy

September 12th, 2007

Unless you are a genius, it is best to aim at being intelligible” –Anthony Hope

jargon_free.jpgIf you don’t have much to say — or if you DO have something important to say but it’s the same thing everyone else is saying and you have no real way of differentiating yourself — the way out is NOT to obscure the message in jargon or ego-centric posturing. The way out is to clothe your message in emotion (please note that arrogance generally isn’t…

...continue to read "“You Ain’t All That!” — A Marketing Copy Autopsy"

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