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FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

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FutureNow Post
Tuesday, Nov. 11, 2008 at 9:15 am

Bridging the Psychic Pain Gap

November 11th, 2008

psychic painWhen people are confident of their next paycheck, they have a predisposition to buy most of their “because I want it” items that are within financial reach (and maybe even just out of reach as well – hence the credit card).  That’s because their psychic pain threshold for buying is just above their actual expendable income level.

Here’s how to visualize it: there are usually, say, 5-7 “extra-budgetary” purchases a person might have in mind for the next two months…

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FutureNow Post
Wednesday, Nov. 5, 2008 at 4:33 pm

Texas Tech Tuesday – Part II: Maximizing the Possibility of Something Good Happening

November 5th, 2008

“Leach is unusual in giving his quarterback the authority to change every play, wherever the line of scrimmage. “He can see more than I’ll ever see,” Leach says. ‘If I call a stupid play, his job is to get me out of it. If he doesn’t get me out of it, I might holler at him. But if you let him react to what he sees, there’s a ton of touchdowns to be had.’ All Leach is really saying to…

...continue to read "Texas Tech Tuesday – Part II: Maximizing the Possibility of Something Good Happening"

FutureNow Post
Tuesday, Nov. 4, 2008 at 3:18 pm

Texas Tech Tuesday – Website Optimization Secrets from The Most Innovative Offense in Football (part 1)

November 4th, 2008

Tom Peters called it “…the best article on business strategy I’ve ever read,” and advised his blog subscribers to “read every damn word.”

And Tom isn’t alone in considering Michael Lewis’s sports writing to be a hidden treasure; just look at this marketing-based analysis of his book,  Money Ball.  But Tom Peters has been alone in recognizing the business applications of Michael Lewis’s astonishing article on the surprising innovation and success of Texas Tech Football, written no less than three…

...continue to read "Texas Tech Tuesday – Website Optimization Secrets from The Most Innovative Offense in Football (part 1)"

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…

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FutureNow Post
Thursday, Oct. 9, 2008 at 9:58 am

Are Your Headlines Offensive?

October 9th, 2008

Imagine the following:  You’re alone at night, walking to your car in an isolated area.  A large man pops out of an alley and heads towards you.  It’s not just your nerves, he’s clearly coming after you, so you get ready to defend yourself.  In the dim light you see what looks like a club in his hand.  He swings.  You throw your hand up and block! 

Bet that conjured up some not-so-nice…

...continue to read "Are Your Headlines Offensive?"

FutureNow Post
Thursday, Jul. 31, 2008 at 6:27 am

Harry Potter and the Secret of Conversion

July 31st, 2008

harry potter previewIf you were to walk through the offices of FutureNow, you would get a sense that while we were in college any one of us could have been cast in the movie Revenge of the Nerds. A few of us got made fun of for being socially-awkward “bookworms.”

While it may not make you popular with cool kids, fancy book reading does have its benefits. So I couldn’t help but laugh when I read about a new study published in the…

...continue to read "Harry Potter and the Secret of Conversion"

FutureNow Post
Wednesday, May. 21, 2008 at 5:54 pm

How to Cure “Death by PowerPoint”

May 21st, 2008

Brain Rules by John MedinaThe other day, Seth Godin wrote about the new standard for meetings and conferences. He’s absolutely right. Asking people to travel to see a presentation can be dangerous, and the last thing anyone wants to overhear is, “I flew all the way out here for this?”

With those words echoing in our heads, Bryan and I were chatting about this brilliant tutorial post by Garr Reynolds on his Presentation Zen blog, where he shares a presentation for Dr. John Medina’s new book, Brain…

...continue to read "How to Cure “Death by PowerPoint”"

FutureNow Post
Tuesday, Mar. 18, 2008 at 11:01 am

Will Marketers Keep Their Eye on the Ball?

March 18th, 2008

Ever play the game “Don’t Think About Polar Bears”?

It’s hard to win.

In fact, studies show that just about everyone reading this sentence is either thinking about polar bears or thinking about not thinking about polar bears.

The same goes for basketball.

Take a look at this awareness test video, and see if you can follow:

As Seth points out, marketers should consider this before spending (“How much!?“) on ads.

Kudos to Jeff Sexton for noticing this bit of research years before it was ripped off and turned…

...continue to read "Will Marketers Keep Their Eye on the Ball?"

FutureNow Article
Friday, Oct. 12, 2007

Screencast: Does Your Site Appeal to All Buying Modes?

October 12th, 2007

depth of insight personasYou may have heard the news that I joined the faculty at MarketMotive. I had a great time recording my first session, “The Power of Perspectives in Persuasion.” During the session, I explained perspectives (the four basic personality types) and how they impact what people look for on a website.

People View the World Through All Four Perspectives

At Future Now, we always caution people to be careful not to use this information to stereotype. While individuals operate from each of these perspectives,…

...continue to read "Screencast: Does Your Site Appeal to All Buying Modes?"

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