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FutureNow Post
Friday, May. 11, 2007 at 10:11 am

Communication Style: How Does Your Boss Rate?

May 11th, 2007

If your boss is male, is he an Alpha Male?

I recently ran across an article at called “Examining the Alpha Male at Work.” The article talks about the four communication styles of most CEO’s. Check it out to see what category your boss falls into and how to deal with that communication style.

What I found most interesting is they claim that, with more women in the workforce, typical Alpha Male leadership styles aren’t cutting it anymore.

I just finished listening to…

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FutureNow Post
Friday, Apr. 6, 2007 at 5:30 am

Too Busy…

April 6th, 2007

We’re all too busy! If you can make the time check out the excellent article NY Times recently published: Too Busy to Notice You’re Too Busy

Oh, and if you can spare a moment, please let me know what you think about it.

...continue to read "Too Busy…"

FutureNow Post
Monday, Mar. 12, 2007 at 10:52 am

The Human O/S: We Don’t Work The Same Way Computers Do

March 12th, 2007

Every marketer should be keeping up on discoveries in neuromarketing. After all, we’re just looking for entrance passes to the theater of the mind. We’ve written about some of the practical applications from these studies in our books. This one may not be immediately practical but it is fascinating.

Don’t miss the New York Times article that reports on a study where odors smelled during sleep can help people remember what they learned. Read: Study Uncovers Memory Aid: A Scent During…

...continue to read "The Human O/S: We Don’t Work The Same Way Computers Do"

FutureNow Article
Monday, Jun. 12, 2006

Are You Still Waiting for Your Cat to Bark?

June 12th, 2006

Waiting for Your Cat to Bark? offers an integrated solution for businesses that want to succeed in today’s experience economy

When Pavlov trained his lab dogs to salivate on command of a ringing bell, he inadvertently set the stage for over a century’s worth of conditioning-based consumer messaging. In the early decades of the 20th century, characters such as J. B. Watson and Edward Bernays “proved” that when businesses rang the right bell the right number of times, they could conjure…

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FutureNow Article
Monday, May. 1, 2006

Persuasive Copywriting for Beginners (and ‘Dummies’)

May 1st, 2006

When writing persuasively online, it helps to understand the profiling value of dominant personality types

A few months ago, before I began working with Future Now – prior to any formal interview, even – they mailed me a copy of Persuasive Online Copywriting: How to Take Your Words to the Bank. Presumably, I was getting this book to preemptively further my copywriting expertise in case they hired me. They would have me learn a thing or twelve about their business by…

...continue to read "Persuasive Copywriting for Beginners (and ‘Dummies’)"

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
Thursday, Dec. 1, 2005

Men are from CNet, Women are from iVillage

December 1st, 2005

Dig below the surface of gender findings if you really want to woo women online

Do men and women behave differently on the Internet?”Yes,” say several reports released this year.

In August, Forrester Research published the report, “Men Are From CNET, Women Are From iVillage – Gender Roles Persist Even As The Technology Adoption Gap Closes.”

Here are some key findings from the report:

Finding 1: Men Value Technology More Than Women Finding 2: Men Are More Active Online Finding 3: Men Outdo Women…

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FutureNow Article
Friday, Apr. 15, 2005

The Curse of Choice

April 15th, 2005

When the human brain can sift through dozens of choices in a fraction of a second, how do you ‘command’ choice?

And then there’s the talented, hilarious Sean D’Souza, guiding force behind New Zealand’s, who shared top-notch tips with us right and left.

We have called the confusion that results from the online tendency to offer every single option you can think of to your visitors “paralysis of analysis.” And yet, taking any action on a web site is an exercise…

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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
Thursday, Jan. 15, 2004

You Talkin’ To Me?

January 15th, 2004

Robert DeNiro and your web site visitors are asking the same question. “Are you talking to me? I’m the only one here.”

It’s not just a line, it’s the essence of your relationship with your visitors. You think you’re talking to the hordes, ’cause you’ve got big numbers every month. But your Web site is not a lecture hall or a convention center. It’s an intimate little space where you and a visitor interact one-on-one. And there’s no such thing as…

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