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FutureNow Article
Thursday, Sep. 20, 2007

Decoding Personality: Why We Compete, Reward & Buy

September 20th, 2007
FutureNow Article
Monday, Aug. 20, 2007

Going for Broca: “Show Don’t Tell” in Action

August 20th, 2007

Broca's areaHow long can you keep your audience’s attention before delivering a punchline?

In a moment, I’ll explain why “Surprising Broca” is so important to both advertisers and comedians. But first, watch this video.

Regardless of whether it cracks you up or annoys you, show it to some friends and see what they think. I guarantee you’ll be puzzled by the reactions you get. I was.

I loved the video, as did my mother and the colleague who sent it to me in the…

...continue to read "Going for Broca: “Show Don’t Tell” in Action"

FutureNow Post
Monday, Jul. 30, 2007 at 10:13 am

Discounting Your Discounts in Customers’ Minds

July 30th, 2007
FutureNow Post
Monday, Jul. 23, 2007 at 11:30 am

Are You Mistaking Your Customers’ Motivations?

July 23rd, 2007

I recently wrote about a study on “alpha males.” The research involved measuring men’s testosterone level while they played The Ultimate Game

The Ultimatum Game gives one player money and lets that player divide it between himself and another player. The second player can accept or refuse the split. If the second player refuses the allocation, neither player receives any money. While pure self interest would predict that the second player should always accept the split in order to receive some…

...continue to read "Are You Mistaking Your Customers’ Motivations?"

FutureNow Article
Monday, Jul. 23, 2007

Copy Perspective Monday: #’s 2 & 3, “Then vs. Now” & “Me, Them, or You”

July 23rd, 2007

“Well, do you ever get the feeling that the story’s Too damn real and in the present tense? Or that ev’rybody’s on the stage, and it seems like You’re the only person sitting in the audience?” - Jethro Tull, “Skating Away”

alone_in_theater.jpgThose four lines perfectly sum up the dynamics involved with Copy Perspective #’s 2 & 3*, “Then vs. Now” and “Me, Them, or You”.

• Want to intensify your mental image for the reader? Make her a participant; use “you” to place…

...continue to read "Copy Perspective Monday: #’s 2 & 3, “Then vs. Now” & “Me, Them, or You”"

FutureNow Article
Monday, Jun. 25, 2007

What Makes People Buy

June 25th, 2007
FutureNow Post
Tuesday, Jun. 19, 2007 at 10:57 am

Annoyed by the Sopranos Ending? You Might Be Type-”J”

June 19th, 2007

Paulie Walnuts reflects Now that the Sopranos finale hysteria has calmed, it’s time to get your honest reaction. (If you already suspect I’m off-topic, just wait; this post is for you.)

Do you prefer Law & Order or The Wire? CSI (not Miami) or Columbo? “Who shot JR” or “Who shot Mr. Burns”? (Mind the generation gap where applicable.)

As I watched the Sopranos finale last week with friends, chilled by its genius–not suspense–I noticed the blank, cheated look on my buddy Kevin’s face when…

...continue to read "Annoyed by the Sopranos Ending? You Might Be Type-”J”"

FutureNow Post
Monday, May. 21, 2007 at 10:42 am

The Psychology of Banner Ads: Can You Benefit?

May 21st, 2007
Marketing Optimization Blog
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