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Planning Methodology

FutureNow Post
Tuesday, Nov. 18, 2008 at 5:15 pm

Texas Tech Tuesday – It Ain’t Just About the Website

November 18th, 2008

As part of my Texas Tech series, I’ve been corresponding with West Texas entrepreneur and football fanatic (sorry for the redundancy), Tom Grimes, who has consistently offered outstanding commentary and feedback on the Texas Tech and Coach Leach phenomenon.

In fact, his last e-mail was so good and applied so well to most lead generation websites that I thought I’d share it with you directly:

“…Leach recruited the BIGGEST OFFENSIVE LINE in college football (bet it’s bigger than most pro teams as…

...continue to read "Texas Tech Tuesday – It Ain’t Just About the Website"

FutureNow Post
Wednesday, Nov. 12, 2008 at 11:14 am

Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions

November 12th, 2008
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When Michael Lewis wrote his article on Coach Leach and the Texas Tech Football program, that program was known as an offensive powerhouse that relied on sheer scoring power to outgun opponents.  Its defense wasn’t mentioned in that article, and one can only guess the omission was intentional.  Just look at their game results against Texas and OSU for 2005-2008:

What you can see is that up to 2007, Texas Tech continually increased it’s offensive scoring, but to mixed results…

...continue to read "Texas Tech Tuesday – Challenge Organizational Traditions / Assumptions"

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…

...continue to read "Presidential Candidates, Temperament & Website Copy?"

FutureNow Article
Friday, Sep. 12, 2008

The Case for Persona-Based Lead Generation

September 12th, 2008

A lost wallet lies on a Manhattan street, stuffed with cash. A white middle-income male, New Yorker, between age 30 and 44, picks it up. Will he look for the rightful owner, or pocket the cash?

With that level of “targeting,” it’s anyone’s guess. There just isn’t enough information available.

But if George Costanza, the white middle-income male New Yorker between age 30 and 44 from “Seinfeld” picks up the wallet, everyone knows exactly what he’ll do.

He’ll keep the money.

By allowing you…

...continue to read "The Case for Persona-Based Lead Generation"

FutureNow Article
Tuesday, May. 13, 2008

Podcast Interview: Forrester’s Josh Bernoff on How to Profit from the Social Media Groundswell

May 13th, 2008

Groundswell by Josh Bernoff and Charlene LiSocial technologies have changed much more than our marketing strategies; they’ve changed us.

Social technologies have changed how we gather and share information. They’ve changed who we meet, where we meet, and, sometimes, how we meet. They’ve changed how we buy, what we buy, and where we buy. They’ve changed what, how, and how much we know about the people around us. And while social technologies may not have changed what it essentially means to be human, they’ve certainly amplified, at once,…

...continue to read "Podcast Interview: Forrester’s Josh Bernoff on How to Profit from the Social Media Groundswell"

FutureNow Article
Tuesday, Apr. 22, 2008

10 Questions to Ask Yourself Before Using Flash

April 22nd, 2008

adobe flash web designAdobe Flash has been habitually misused by design-centric website developers — so much so that a few of us at FutureNow tend to wince when it’s even mentioned in passing.

It’s not that we don’t like Flash. When used purposefully, Flash has the potential to dramatize a product or service’s benefits in ways that static pictures and text can’t quite match.

The micro-site for the Sigma DP-1 camera (choose language preference to start) is a good example of Flash done right.

Notice how the choreographed presentation…

...continue to read "10 Questions to Ask Yourself Before Using Flash"

FutureNow Post
Tuesday, Mar. 4, 2008 at 3:33 pm

Persona Models Presentation at SMX West 2008

March 4th, 2008

SMX_west.jpgLast week, I had the privilege of speaking at Search Marketing Expo (SMX West) about using Persona Models in Search Marketing. It was a pleasure to share the dais with Gord Hotchkiss from Enquiro Research and Ian Lurie of Portent Interactive — both outstanding, smart people who gave great presentations.

Our presentations went over the high-level basics of creating personas and planning content that speaks directly to your personas. We had a full house for our session and I’ve received lots of insightful…

...continue to read "Persona Models Presentation at SMX West 2008"

FutureNow Article
Monday, Nov. 12, 2007

Use of Personas Boosts Conversion by 400%

November 12th, 2007

Countless once-skeptical businesses have changed their tune about personas [define]. The successes have been well documented, but a lot of smart people continue to scoff at the idea, thinking personas are a touchy-feely attempt to connect with customers on, like, a cosmic level — and that you’d have to be some kind of marketing hippy to waste budget on fluff like that.

Those attitudes are changing. This month’s Internet Retailer magazine shows how companies like Future Now are using personas to bridge the gap…

...continue to read "Use of Personas Boosts Conversion by 400%"

FutureNow Article
Tuesday, Nov. 6, 2007

Scenarios, Spas and Cabana Boys

November 6th, 2007

Jeeves asks youI was laying on the beach, tropical sun beating down on my brow. I wasn’t glowing. I wasn’t perspiring. I was sweating. “Wow,” I thought, “I need to cool off.”

Just then, the resort cabana boy walks up and inquires, “Would you like some water mist spray?” And just like that, I was cooled down with the fine mist of cold water.

It was a life-altering moment.

I wanted to pack up that cabana boy and take him home with me. (I know…

...continue to read "Scenarios, Spas and Cabana Boys"

FutureNow Post
Friday, Sep. 7, 2007 at 2:54 pm

Interview With an Eisenberg: Bryan Talks Personas, Persuasion Architecture, and Boosting Conversion Rates

September 7th, 2007

Netconcepts founder Stephen Spencer recently interviewed Bryan about Persuasion Architecture™, our planning methodology that holds marketing accountable by bridging the gap between customer motivations and business goals. It’s about anticipating what people want and optimizing the experience to make it even better.

Yes, marketing can must be accountable. And once it is, smiling faces and money soon follow. As you’ll see from the interview, it all starts with customer personas…

...continue to read "Interview With an Eisenberg: Bryan Talks Personas, Persuasion Architecture, and Boosting Conversion Rates"

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