Questions? (877) 643-7244

Planning Tools

FutureNow Article
Wednesday, Mar. 1, 2006

Complexograms: Thumbnail Sales Portraits of Your Personas

March 1st, 2006

Understanding the complexity of your sale helps you design better personas and scenarios

Around here, we rarely worry about whether a client’s business is B2B or B2C or any flavor in between. Because any “sale” takes place largely within the context of a customer’s buying decision process, we look instead at how customers view the complexity of the sale.This customer-centric perspective allows us to fine-tune the personas and scenarios that make up your persuasive system based on the various dimensions of…

...continue to read "Complexograms: Thumbnail Sales Portraits of Your Personas"

FutureNow Article
Wednesday, Mar. 1, 2006

A Tool for How the Mind Works

March 1st, 2006

Is mind mapping for you? If so, then this is our favorite software!

And now for something completely different.

We do a lot of brainstorming … projects, problems, reports, how to communicate a difficult idea. And we’re pretty visual folks around here; we work best when we can “see” how our thoughts relate.

A while back, I wrote an article about the top ten application toolsthat consistently made our day. MindJet’s MindManagerwas (and still is) on the list. It’s the tool that lets…

...continue to read "A Tool for How the Mind Works"

FutureNow Article
Saturday, Oct. 1, 2005

What Exactly is a Scenario?

October 1st, 2005

Toward a definition that meets the needs of marketing, analytics and customers

‘Scenario’ is making its way into more and more conversations these days. You’d like to wrap your mind around this concept, ’cause you have the sense it’s the essence of how you construct your online experience (and you’re right!). But depending on who you ask, you get a entirely different answer to the question, “What exactly is an online scenario?”So join me for another installment in my “What Exactly…

...continue to read "What Exactly is a Scenario?"

FutureNow Article
Friday, Jul. 15, 2005

Viral Marketing Online II: How to Spread the Bug

July 15th, 2005

Shape the online tools that encourage your visitors and customers to market on your behalf

You’ve got yourself a stellar online experience, a mean, green construction of persuasion architecture that meets your visitors’ needs in all possible ways – for viral stuff to work, you have to begin with substance and value. Now you’re ready to encourage your visitors to become word-of-mouth marketers, spreading your glory deeper into cyberspace.

Most people who are pleased with you and your product or service are…

...continue to read "Viral Marketing Online II: How to Spread the Bug"

FutureNow Article
Wednesday, Dec. 1, 2004

When You Create Personas, Stay Clear of Stereotypes

December 1st, 2004

Don’t get caught in the “stereotype trap” when you create personas for your Web site’s persuasive architecture

You sell aromatherapy products. Are all your visitors nature-loving women who are vegetarians, do yoga, mediate, promote world peace and wear Birkenstocks?

You sell football packages for a satellite service. Are all your visitors blue collar, couch-potato-type, middle-aged guys who drink beer, eat potato chips, have medium to minimal IQ and brag about the size of their TVs?

Careful … you may be falling into the…

...continue to read "When You Create Personas, Stay Clear of Stereotypes"

FutureNow Article
Monday, Nov. 1, 2004

Considered Choices

November 1st, 2004

Your business imperative should always shape the design, development and evolution of your Web site

I’d happily pass out rules right and left on a silver platter. If only I could. But in our business, we live and breath the fine line between “best practices” and “principles.” If we didn’t, we couldn’t help you be effective in your online efforts.

Sometimes practice and principle are a comfortable fit. Sometimes they aren’t. What should you be doing on your Web site? You know…

...continue to read "Considered Choices"

FutureNow Article
Thursday, Jul. 1, 2004

Tools of the Trade

July 1st, 2004

Ten business tools we wouldn’t be without!

Let me first swear up and down: nobody bribed me to write this and nobody is planning to pop my picture on their “packaging” (although I am receptive to offers!). We were just sitting around the offices one day feeling really happy. The source of that happiness? Folks out there had developed a particular application that helped us accomplish some task with a minimum of fuss and bother.

And that got us thinking about those…

...continue to read "Tools of the Trade"

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: