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FutureNow Post
Friday, Jun. 22, 2007 at 11:12 am

Why’s B2B Price Such a Big Secret?

June 22nd, 2007

Mr. Smith (not Brad Pitt) walks into a bicycle shop asking for assistance in finding a bike for his daughter’s birthday. He quickly pipes up that he’s got a budget; he needs to find a bike under $500. This constraint would easily narrow down the options and the store clerk could continue to ask questions to help qualify which bike would work best for Mr. Smith’s daughter.

Let’s say Mr. Smith finds a bike that meets the requirements and asks, “How…

...continue to read "Why’s B2B Price Such a Big Secret?"

FutureNow Post
Wednesday, May. 16, 2007 at 10:47 am

How to Beat the Customer Service Robots

May 16th, 2007


TechCrunch‘s Michael Arrington just wrote about a service I can’t wait to try. With Bringo, you don’t have to deal with customer service robots, the digital gatekeepers of your favorite corporate phone trees.

Talk about a solid Unique Value Proposition:

Stop Talking to Machines and Talk to a Real Human. Tired of dialing 1-800 numbers and not being able to get through to a human who can help you? BRINGO cuts through all of that so you don’t have to. That’s right, BRINGO…

...continue to read "How to Beat the Customer Service Robots"

FutureNow Post
Monday, Mar. 12, 2007 at 10:48 am

The ROI of Free Revisited

March 12th, 2007

Why publish valuable content for free? This questions has come up so many times over the years we’ve been in business that it no longer surprises me. The answer has been the same since we started Future Now, Inc.

“An innocuous question can hit you where you live. I should have expected one day someone would ask me, “How do you measure your ROI for that?”

If I’m conducting client training on measuring, testing, and optimizing performance, clients have a right to…

...continue to read "The ROI of Free Revisited"

FutureNow Post
Thursday, Mar. 8, 2007 at 4:40 am

Landing Pages & the Value of First Impressions

March 8th, 2007

It’s probably rare that anyone walks into a physical store, unaware of what products or services they sell, but (thankfully) this happens every day online. Because of this, websites have the challenge of explaining what they do in a snapshot. Ah, but so very few do it well.

What if you went to a health supplement store and this happened?

Nutritionist: “Tacky font logo! Top navigation! Select product category! $49.95! Buy now?”

You: “Um, yeah… Hi, I’ve recently become a vegan and decided…

...continue to read "Landing Pages & the Value of First Impressions"

FutureNow Article
Monday, Mar. 15, 2004

Bad Copy: An Example in the Negative

March 15th, 2004

How not to write for your Web site.

We’ve talked often enough about the importance of communicating your value proposition, not only on your home page, but on all your landing pages. You want to give folks an up-front, concise idea why they absolutely need to be doing business with you.

And we’ve talked about the importance of the message being meat, whether you are penning the words to that value proposition or any other piece of copy on your site.

Sometimes it…

...continue to read "Bad Copy: An Example in the Negative"

Marketing Optimization Blog
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