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Planning Methodology

FutureNow Article
Wednesday, Sep. 1, 2004

7 Tips for Generating Leads Online

September 1st, 2004

Seven suggestions to help your Web site convert more leads

Generating a lead may be the sole purpose of your site or a small piece of your marketing mix. Either way, it is always about answering a prospect’s unspoken questions and communicating the value of doing business with you.Folks do their research online precisely so they don’t have to interact with someone – think of your visitors as the most introverted people you ever knew. They come to you with curiosity,…

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FutureNow Article
Sunday, Aug. 1, 2004

Whispered Advice to The Graduate: Personas

August 1st, 2004

The only sane solution to persuading the millions of individuals who visit you

Remember that little cinematic cocktail-party-whisper into Dustin Hoffman’s ear? “Plastics.” These days (circa 2004), you come up to me, and I’ll happily stretch on tip-toe to whisper in your ear: “Personas.”

Taking that big step back to survey the lay of the ebusiness landscape, I see three organizational themes in our line of work: words, numbers and people. However, focusing your attention on the former two when you have incorporated…

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FutureNow Article
Tuesday, Jun. 15, 2004

Are You Using the Words Your Customers Are Using?

June 15th, 2004

Understanding the keywords and trigger words your customers would use is essential to your ability to persuade

Numbers and words, numbers and words. Imagine Jiminy Cricket on your shoulder whispering that in your ear. Or, if you’re not keen on crickets, imagine the Dallas Cheerleaders waving their pom poms as they chant that mantra over and over.

Why? Because as we say around here, numbers and words are pretty much the Alpha and Omega of ebusiness. What’s it all about, Alfie? You…

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FutureNow Article
Monday, Mar. 1, 2004

A Mental Model for Persuasion Architecture

March 1st, 2004

Can’t really get a grip on what we mean by Persuasion Architecture? Then think of a book.

Recently, my erudite buddy Bryan posted a comment on an e-consultancy forum. His observations included a brief discussion of the value of Persuasion Architecture – which, as you dear readers know, is our synthetic philosophy for creating and managing your online presence. Bryan got a comment from a fellow named Chris, who said,”I can’t help but think of persuasion architecture as one of those…

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