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FutureNow Article
Monday, Jul. 24, 2006

The Transparency Imperative: Moving Beyond the Suggestion Box

July 24th, 2006

Your business can use transparency to its advantage, turning ordinary customers into tireless advocates for your brand

Do you ever get annoyed when a business’s online communications are as poor, if not worse, than their offline customer service? One of the most sacred promises of the Internet is that we have the power to chat with total strangers, regardless of how fragmented the information or disproportionately strong the opinion, to piece together the bigger picture about a given experience anytime, anywhere.…

...continue to read "The Transparency Imperative: Moving Beyond the Suggestion Box"

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 Post
Friday, Jul. 1, 2005 at 2:15 am

Viral Marketing Online I: Start with Value

July 1st, 2005

The success of your online word-of-mouth efforts begins with offering substance and value

Online advertising costs are orbiting. The rules for maximizing your online advertising efforts change faster than the wind direction. Optimizing your search engine rankings requires careful attention to the evolving algorithms, and you have to dig deep and persevere to “own” the critical keywords that improve your visibility.

You simply can’t ignore this stuff if you want to succeed online. But what wouldn’t you give for a nice, inexpensive,…

...continue to read "Viral Marketing Online I: Start with Value"

FutureNow Article
Wednesday, Jun. 1, 2005

The Blog Does Business

June 1st, 2005

The hows and whys of incorporating a business blog into your online conversion strategies

Wondering if all the hoopla about blogging really has anything to offer you, the serious business person out there in cyberspace trying to maximize your conversion potential? Then let me put it this way. Want to leverage the power of online content to boost your market exposure or augment your relationships with customers or improve your search engine visibility?

I asked Amanda Watlington, PhD, co-author of Business…

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FutureNow Article
Sunday, Aug. 1, 2004

A Day in the Life of a Persuasion Architect

August 1st, 2004

We’re blogging: a summertime sampler

If I’m not mistaken, the word started life as a noun. A blog – shortened from “weblog” – in its original incarnation was an online diary charting the personal meanderings (interior and otherwise) of an individual. Then, of course, it caught on. And blogs proliferated … so much so that the noun begat a verb: to blog.

I blog. You blog. He/she/it blogs. I am blogging. Had I blogged that. You gotta love the elasticity of language!

Do…

...continue to read "A Day in the Life of a Persuasion Architect"

FutureNow Article
Thursday, Apr. 1, 2004

Let the Purpose Guide You

April 1st, 2004

What you are trying to accomplish should always shape how you go about accomplishing it The other day, a guy comes up to me in the grocery store. “Hey, you’re that Martian what’s-it from GrokDotCom, aren’t you?”I plaster on my how-nice smile as I poke through the tomatoes. “That’s me, alright.”

He settles into a soap-box stance. “You know, I read that book on copywriting … you know, the one with the picture of you on the cover? It was pretty…

...continue to read "Let the Purpose Guide You"

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