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Relationship Building

FutureNow Article
Monday, Oct. 1, 2007

Trustmarks & BizRate: Building & Breaking Trust Online

October 1st, 2007

A skeptical Grok...One of the most common interview questions I get is, “How do you build trust online?” If you don’t have a well known brand, how do you overcome the different barriers the web provides?

The web is anonymous; you can say you’re one type of person or entity and, in fact, be another. We have to deal with all the other people who are online, polluting the space with interruptive, bogus messages and less-than-credible offers. So, what can you do to…

...continue to read "Trustmarks & BizRate: Building & Breaking Trust Online"

FutureNow Post
Friday, Sep. 21, 2007 at 9:27 am

Screencast: Hunting for Early Bird Persuasion, Part 3

September 21st, 2007

Now that you’ve seen Parts 1 and 2, where we found that the smartest way to persuade early-stage customers is to educate them, let’s focus on how to provide a consistent experience for them.

As we look at how Cabelas.com and BassProShops.com prepare to catch the Early Bird customer, consider the following:

Relevance — If they’re not ready yet, don’t get carried away. (Is your website proposing marriage on the first date?) Screen Space — Early Birds need to know that they’re welcome, right from the homepage. Give…

...continue to read "Screencast: Hunting for Early Bird Persuasion, Part 3"

FutureNow Post
Tuesday, Aug. 14, 2007 at 10:05 am

Is there a Dating Profile Doctor in the House?

August 14th, 2007

The doctor is in...Let’s see, um, well. . . I’m thirty. . . Make that twenty-nine. . . I enjoy sushi. Except octopus; the suction cups freak me out. I love long walks on the beach, especially with my dogs — which is fun since Natasha loves to terrorize Yorkies and Boris likes to roll in seagull poop.

My idea of a good time is curling up with a soy protein shake and reading about neurology, quantum physics, or Harry Potter. I think I’m…

...continue to read "Is there a Dating Profile Doctor in the House?"

FutureNow Post
Wednesday, Aug. 1, 2007 at 5:20 pm

Best Buy, Worst Buy — Updated

August 1st, 2007
FutureNow Post
Tuesday, Jul. 31, 2007 at 10:15 am

Marketing Jewelry to Women

July 31st, 2007

sentiment sellsEvery piece of jewelry tells a story. Ask any woman about a piece of jewelry she’s wearing and you’ll hear a tale of romance, travel, adventure, friendship, celebration or personal epiphany.

I got this in St. Martin. I looked at it in the store and I loved it. My husband snuck back the next day and bought it as a surprise.

Jack bought this for me when he was in Asia. It’s Burmese jade. It’s a really powerful stone. The ancient Chinese…

...continue to read "Marketing Jewelry to Women"

FutureNow Post
Friday, Jul. 20, 2007 at 5:49 am

An Evangelical Approach to Converting More Sales, Part 2

July 20th, 2007

In part one, you were introduced to TechSmith’s chief evangelist Betsy Weber. Let’s continue the conversion.

Bryan Eisenberg: How was it decided TechSmith needed an evangelist?

Betsy Weber: Our evangelism program is a natural fit for our company culture and our products. When the book “The Tipping Point” came out, the whole company read it. The light bulb went off. As a company, we’d always practiced evangelism, but we didn’t know what it was called and didn’t have someone dedicated to it.

Evangelism…

...continue to read "An Evangelical Approach to Converting More Sales, Part 2"

FutureNow Post
Friday, Jul. 6, 2007 at 5:41 am

An Evangelical Approach to Converting More Sales, Part 1

July 6th, 2007

I’m always in the mood for a good chuckle, but the last place I thought I would find one was in an article in MSNBC’s blog The Red Tape Chronicles by Bob Sullivan.

A new survey shows that 75% of high-tech titans say their companies provide “above average” customer care.

OK, I’ll give you a moment to stop laughing. Apparently, these CEOs don’t have to call the standard 1-800 number.

As you might expect, high-tech consumers don’t share this perception. To be precise, nearly…

...continue to read "An Evangelical Approach to Converting More Sales, Part 1"

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 CareerBuilder.com 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…

...continue to read "Communication Style: How Does Your Boss Rate?"

FutureNow Post
Thursday, May. 10, 2007 at 9:03 am

Back to Basics: Customer Information Forms

May 10th, 2007

OK, this is conversion 101 stuff, but it’s still too common a mistake on websites.

When you’re asking customers for information, only ask for what you absolutely must have. Especially if you’ve just met. (Lead generation sites are usually prone to asking for too much information.)

Do you have to ask for a phone number? Why not let the visitor tell you their preferred method for contact? Give them the option of receiving a reply by phone or email.

The same rules apply when…

...continue to read "Back to Basics: Customer Information Forms"

FutureNow Post
Friday, May. 4, 2007 at 9:04 am

Gurus Are a Dime a Dozen on the Internet

May 4th, 2007

expert_01.jpgIsn’t it funny how in a space still in it’s infancy, there are so many self-proclaimed “experts”? What’s a website owner to do?

We’d like to share a story that illustrates a job well done, and a potential pitfall avoided. Flat out, the guys at CBS are sharp, and they know how to avoid a roadblock.

We wrote about our efforts to clean our GrokDotCom email list. CBS Sportsline just did something similar. I blogged about this past week and their story was written…

...continue to read "Gurus Are a Dime a Dozen on the Internet"

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