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FutureNow Post
Monday, Apr. 9, 2012 at 11:00 am

Persuasion Architecture In Action

April 9th, 2012

This post is a follow up from last weeks post, ‘Content Targeting is Still No Match for Persuasion Architecture’ that describes how to create personas for your website so you can use persuasion architecture to convert your visitors.  It also briefly covers content targeting and whether or not using it as a strategy is a good solution for your website.    In this post, we will give some suggestions on how to convert each of the…

...continue to read "Persuasion Architecture In Action"

FutureNow Post
Wednesday, Apr. 4, 2012 at 5:23 pm

Content Targeting Is Still No Match for Persuasion Architecture

April 4th, 2012
This is the first of a two part series that will help you to understand and implement a proven and cost effective alternative to content targeting.  The first post in this series will outline the pros and cons of content targeting, a useful alternative to setting up a content targeting program and how to start identifying the different persona’s that land on your site.  The second pot of the series will cover how to use those…

...continue to read "Content Targeting Is Still No Match for Persuasion Architecture"

FutureNow Post
Wednesday, Oct. 28, 2009 at 9:00 am

How Would Sterling Cooper Deal with Digital Natives?

October 28th, 2009

I perused a recent survey conducted in the U.K. about how young adults, a.k.a. “Digital Natives,” feel about the Web.  Like all surveys of this age group and how they interact with technology, it was fascinating.

The survey involved nearly a thousand participants ages 16 to 24, and the good news for us as online marketers was that 75% of respondents said that they “couldn’t live without the Internet.” Wow, that’s a bold statement indicating that the Web will continue to be a…

...continue to read "How Would Sterling Cooper Deal with Digital Natives?"

FutureNow Post
Friday, Mar. 20, 2009 at 9:08 am

Personality Secrets of American Idol’s Judges

March 20th, 2009

Is American Idol’s newest judge an attempt to cover all 4 temperaments and create the natural dynamic that comes with that?

According to the American Idol Website:

“We had originally intended for American Idol to have four judges,” said executive producer Cecile Frot-Coutaz. “We’ve seen from our international series that having a fourth judge creates a dynamic that benefits both the contestants and the viewers.”

Of course, this just means they wanted 4 judges, and not necessarily that they wanted the judges to line…

...continue to read "Personality Secrets of American Idol’s Judges"

FutureNow Post
Tuesday, Dec. 9, 2008 at 7:54 am

How to Hook Your Humanistic Visitors

December 9th, 2008

Grok readers are doubtless familiar with the four temperaments we at FutureNow use to form personas.  If you’re new to personas, we suggest you take a detour and read this overview and then part 2 of how to get started with personas.

Assuming you’re familiar with the four temperaments, you know that one of the challenges of Persuasion Architecture is to satisfy the needs of the different buying modes on your website.  We generally recommend certain design principles for certain…

...continue to read "How to Hook Your Humanistic Visitors"

FutureNow Post
Tuesday, Oct. 7, 2008 at 8:39 am

Jenny Craig Does Me Proud… and Throws Me a Curveball

October 7th, 2008

Jenny Craig has just announced their new celebrity spokesperson, and they haven’t disappointed me. But they did throw me for a loop.

Remember a few weeks back, when I wrote about the perceived marketing strategy for the Jenny Craig weight loss centers? At the time, I ruminated over the possibility that the marketing and advertising execs at Jenny Craig were either consciously or unconsciously using personas to drive the success of their celebrity spokespeople campaigns. (To read the original post, traverse…

...continue to read "Jenny Craig Does Me Proud… and Throws Me a Curveball"

FutureNow Post
Tuesday, Sep. 30, 2008 at 10:27 am

Is Love Spontaneous or Methodical?

September 30th, 2008

So many of the websites I see today are designed for the spontaneous – for those who just want to jump in and take action. They can get answers to their questions later.

But what about the methodicals – those who want their questions answered BEFORE they jump in and take action?

I found two different online dating sites with these two different approaches to getting visitors to interact with and sign up with their sites.

...continue to read "Is Love Spontaneous or Methodical?"

FutureNow Article
Thursday, May. 8, 2008

Facebook Ads Prove That “Targeting” Demographics Is Silly

May 8th, 2008

Social media advertising isn’t just another fad. With all of that juicy customer info we give social networks each day, for free, businesses of all sizes are lining up to cash in by offering the right ad to the right person, guaranteed — or so they think.

Sometimes it works. Sometimes it doesn’t.

Here’s the promise Mark Zuckerberg, Facebook’s founder and CEO, made to media buyers last November:

With Facebook you will be able to select exactly the audience you want to reach, and…

...continue to read "Facebook Ads Prove That “Targeting” Demographics Is Silly"

FutureNow Article
Monday, Jan. 21, 2008

Creating Personas 101

January 21st, 2008

Rand with personas for SEOmozWant to take a stab at creating personas for your business? If so, you really should check out the most recent installment of SEOmoz “Whiteboard Friday” screencast.

In this 20-minute tutorial, Ian Lurie of Portent Interactive and SEOmoz founder Rand Fishkin discuss how to create simple customer personas and use them to boost the performance and relevance of your website.

As anyone who’s read Waiting for Your Cat to Bark may know, we have quite a bit of experience adapting the customer experience to fit the…

...continue to read "Creating Personas 101"

FutureNow Article
Tuesday, Nov. 13, 2007

If Your Personas Don’t Talk, Fire Them!

November 13th, 2007

Avoid the Constanza wallet...

A lost wallet lies on a Manhattan street, stuffed with cash. A white middle-income male New Yorker, between 30 and 44, picks it up. Will he look for the rightful owner, or pocket the cash? Who knows? But if George Costanza, the white middle-income male New Yorker between 30 and 44 from Seinfeld, picks it up, everyone knows exactly what he’ll do. He’ll almost certainly keep the money, yapping endless self-justification to his friends at the coffee shop to conceal…

...continue to read "If Your Personas Don’t Talk, Fire Them!"

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