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Persuasive Scenarios

FutureNow Post
Thursday, Oct. 12, 2006 at 1:06 am

The Cat Whisperers

October 12th, 2006

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You’ve seen Cesar Millan, the infamous ‘dog psychology’ dude.  Cesar works miracles with unruly canines in 24 short minutes on the National Geographic Channel show "The Dog Whisperer". 

Now meet Bryan and Jeffrey Eisenberg, the Cat Whisperers.

The authors of "Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing" have set forth an intriguing set of principles which they call Persuasion Architecture. The formula is not for the faint-hearted — it involves hard work to navigate a…

...continue to read "The Cat Whisperers"

FutureNow Post
Tuesday, Oct. 10, 2006 at 10:25 am

Step right up! We can guess your Conversion Rate

October 10th, 2006

The Shop.org Annual Summit is now underway.

Bryan Eisenberg will be presenting “Waiting for your Cat to Bark” on Thursday at 3:15. He will also be at the BazaarVoice booth Thursday at 1pm and again 4:15 signing books and kissing babies.

The folks over at BazaarVoice will be guessing conversion rates at their booth, if they can’t guess yours, you get a prize.

Maybe they will get Bryan to get in on the guessing as well. But don’t count on getting a…

...continue to read "Step right up! We can guess your Conversion Rate"

FutureNow Post
Tuesday, Oct. 3, 2006 at 10:12 pm

The Future of Consumer Research

October 3rd, 2006

No sooner than Jeffrey Eisenberg posts his rant about the state of consumer surveys do we get another authorative glimpse into the future of research from our brilliant strategic partner Michele Miller.  Check out what she writes over at Inc.

Companies like Yahoo (NASDAQ:YHOO), Pepsi (NYSE:PBG), and Best Buy (NYSE:BBY)  now realize the methods they used to mine  for information in the past were often unproductive and inefficient. The pressure-cooker atmosphere of a group of strangers in an unfamiliar setting, combined with…

...continue to read "The Future of Consumer Research"

FutureNow Post
Friday, Sep. 29, 2006 at 4:07 pm

Internet Killed the Radio Star?

September 29th, 2006

Antique_radios_25Contrary to popular belief radio is not dying. It is, however, changing drastically.  What we are witnessing is the medium of ‘audio broadcasting’ being molded and morphed at the hands of a populice in more control of their choices.

Radio isn’t radio anymore, it is now ‘terrestrial’ radio and it sharing more of it’s audience (and revenue) with it’s offsping; internet radio, podcasting, and satellite radio. 

Even as the populice is having influence on the radio universe many broadcasting sites remain…

...continue to read "Internet Killed the Radio Star?"

FutureNow Post
Thursday, Sep. 28, 2006 at 8:24 pm

Paid Search Vs. Organic, which converts better?

September 28th, 2006

According to a recent article over at Internet Retailer paid search has a slight advantage.  But before you start increasing your paid search budget, our CTO(Chief Thinking Officer) John Quarto-vonTivadar chimes in with his questions about these numbers and their implications…

Imagine that, if you will: given the tremendous amounts of money spent on paid search (huge! And costs are actually going up!), all it manages to do is achieve a Scrooge-ish +9% bump over organic search. On a dollar-for-dollar basis, you…

...continue to read "Paid Search Vs. Organic, which converts better?"

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 Post
Thursday, Sep. 14, 2006 at 3:29 pm

Creating A Customer Experience – The Online Advantage

September 14th, 2006

Househomebaseball2mmmI just ran across this article at USA Today.

Retailers know how you’ll approach a store, where you’ll hesitate, how to affect your mood, how to pique your desires, how to play to your aspirations. Everything in a store, from lighting to floor color to music to how goods are displayed, is meant in some way to get you to not just shop, but spend.

"It’s like a Broadway musical," says Deborah Mitchell, a marketing expert at the University of Wisconsin. "Nothing was…

...continue to read "Creating A Customer Experience – The Online Advantage"

FutureNow Post
Friday, Sep. 1, 2006 at 4:22 pm

The Risk of Conversion Rate Optimization

September 1st, 2006

What are you doing to increase conversion?

Analytics-based optimization A/B testing Online surveys and offline focus groups Site search functionality overhaul Total site redesign Insert your own tactic du jour here

Which tactic requires the most effort and resources? Why did you choose one tactic over another? Can you articulate the risk of your efforts? Have you tried all the above, only to experience marginal improvement?

Continue reading my column at ClickZ…

...continue to read "The Risk of Conversion Rate Optimization"

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 Article
Tuesday, Aug. 15, 2006

How Much of My $1000 Rock Climbing Gear Budget Do You Want?

August 15th, 2006

Don’t sell yourself short by misunderstanding your customers’ needs.

Perhaps you’re improving your conversion rate. That’s nice to hear! And perhaps you’re removing some stumbling blocks and giving your customers a little more of what they want when they want. Way to go! But the big question is: are you really digging deep and going beyond your customers’ basic motivations?

We persuade most effectively when we understand the context of where our customers are coming from. Not just from tangible directions like…

...continue to read "How Much of My $1000 Rock Climbing Gear Budget Do You Want?"

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