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Scent Trails

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
Tuesday, Jul. 10, 2007 at 5:14 am

‘Universal Search’ Means It’s Time to Start Blogging

July 10th, 2007

So, it looks like Google’s “Universal Search” is gaining steam. This is a good thing for those producing fresh, relevant content, and an, eh… maybe not-so-good thing for those expecting traffic from paid search to get the job done.

In his ClickZ column, Search Engine Marketing expert Mike Grehan–already pounced-on for declaring that “SEO is Dead”–explains why universal search is another nail in the coffin for Search Engine Optimization.

[...] I’ve written many times over the years that the term ["Search Engine…

...continue to read "‘Universal Search’ Means It’s Time to Start Blogging"

FutureNow Post
Friday, Sep. 29, 2006 at 8:15 am

Satellite Radio and Listening to Personas, Part 2

September 29th, 2006

Last time, I shared results of an experiment we ran in the office. I had one of my persuasion architects write up two simple profiles that would be good potential prospects for XM Satellite Radio and Sirius Satellite Radio. Then I had two new, inexperienced support staffers click through the sites emulating these profiles. I shared their XM site experiences last time; this week, their paths on Sirius.

Cindy Arrives on Sirius

Cindy is a competitive, time-starved music aficionado. When she arrives…

...continue to read "Satellite Radio and Listening to Personas, Part 2"

FutureNow Post
Friday, Sep. 15, 2006 at 3:41 pm

Satellite Radio and Listening to Personas, Part 1

September 15th, 2006

Would you like to lose $863 million in 365 short days? Too much? How about $667 million? Is that a bit more palatable?

In her article “Satellite radio runs into static,” Sarah McBride of “The Wall Street Journal” writes those numbers represent what satellite radio providers Sirius Satellite Radio and XM Satellite Radio lost respectively in 2005.

It’s proof positive that piles of money don’t buy business or marketing effectiveness.

Are You Sirius?

In his article, “Satellite Radio: Seriously, Folks, Are XM and Sirius Serious?” Denny…

...continue to read "Satellite Radio and Listening to Personas, Part 1"

FutureNow Article
Monday, May. 15, 2006

Are You Ignoring Eager Customers?

May 15th, 2006

Create driving points that reflect the intention of the customers’ questions

It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They…

...continue to read "Are You Ignoring Eager Customers?"

FutureNow Article
Wednesday, Feb. 15, 2006

The Sense of Scent

February 15th, 2006

Establishing and maintaining a scent trail is essential to providing persuasive momentum

Kudos to my heroine and comrade-in-words, Holly Buchanan, who recently presented an electrifying Shop.org teleseminar on persuasive online copywriting. We were reading through the impressive feedback when I came across this: “I would have liked more examples of scent.”Holly and I looked at each other (she still isn’t sure which of my eyes to gaze into), and smiled. What seems so obvious to us obviously isn’t obvious to others.

So I…

...continue to read "The Sense of Scent"

FutureNow Article
Wednesday, Feb. 15, 2006

The Cooperative Marketing Waggle

February 15th, 2006

What the honeybee’s Waggle Dance and word-of-mouth marketing have in common—and how to promote it

When we talk about scent, we’re talking about setting up a trail of relevance. And as we are all (sometimes painfully) aware, businesses aren’t the sole creators of what folks find relevant. In fact, focused on maintaining the rosy frontal view for their products and services, businesses are not always considered the most credible resources for either relevance or truth.

Read the rest of this article. Read…

...continue to read "The Cooperative Marketing Waggle"

FutureNow Article
Wednesday, Feb. 1, 2006

Didn’t You Say This was on Sale?

February 1st, 2006

Breaking your promises and forcing customers to think like you makes for poor conversion practice

Sometimes you go to a website and you just know the business hasn’t got a clue. They’re doing everything so wrong, you don’t even know where to start. There are also those times you go to a site and think, on first inspection, that things look pretty good.Until you start dealing with the site’s process. In that moment you realize appearances can be deceiving. That’s why,…

...continue to read "Didn’t You Say This was on Sale?"

FutureNow Article
Sunday, Jan. 15, 2006

Does Your Website Stink?

January 15th, 2006

Evaluate whether your site preserves the scent trails your customers want to follow

Every time customers initiate a search, they’re sniffing for scent. People hunting for data on the web behave remarkably like animals sniffing out prey. It’s the most effective means of finding a teeny-weeny squirrel in awfully biggish forest.

Preserving and creating intentional scent trails on your site translates to improved ROI for your paid and organic search terms. How well does your site preserve the scent trails your visitors…

...continue to read "Does Your Website Stink?"

FutureNow Article
Friday, Nov. 11, 2005

Another Dumb Pet Trick

November 11th, 2005

Don’t wind up teaching your visitors to beg (or bail)

Bryan couldn’t wait to email me the screen shots. “This is crazy! I can’t believe they’re doing this.” There’s a lot we can’t believe folks do, so this actually isn’t an unusual situation. But Bryan was … um … peeved. (That’s putting it politely.)You see, DJ needed a bowl for his water, and providing for DJ proved slightly more complicated than Bryan had anticipated. In his words …

Read the rest of…

...continue to read "Another Dumb Pet Trick"

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