by The Grok
come folks do business with you? Because you're a family
owned and operated company? Because you've been slogging
along for 126 years? Because you have sterling customer
service? Great prices and cool sales assistants? You may
have all these things going for you, but it's probably not
why your customers come to you. And it's not the stuff
that's really going to persuade potential customers to do
business with you.
There's something special about your business, and it isn't
even completely defined by your Unique Value Proposition.
You know what's special about you - trust me. It's just that
you don't know you know it, or you don't think it's
important enough. So it isn't something you communicate to
your potential customers.
That's where the process of Uncovery rushes in to save the
No doubt you recall MAP, our methodology that guides you
through developing the persuasive architecture of your Web
site? Uncovery is the first phase in the process:
"Skillful uncovery is the first necessary step toward
designing and . . .
Who is the Grok?
Grok is an extraordinary online publication that gives you
expert advice on web marketing and analytics. Through their
book "Persuasive Online Copywriting" you can learn from the
best. NewsBios is very proud to be a chapter in their book.
These talented brothers, Jeffrey and Bryan Eisenberg, have
teamed together their skills and knowledge to provide you
with comprehensive advice and consultancy to develop your
website into a marketing vehicle. Their company, Future Now,
Inc. has been helping clients apply the best practices in
conversion rate marketing to their online businesses, since
1998. Future Now's methodology incorporates structured
creativity and embraces the fundamental principles of
marketing, sales, and communications psychology. The
services provided to their clients may involve rewriting
copy at key prospect interaction points on their web site
and in their email campaigns. It may involve design changes
to landing pages or improving the usability of your site.
Developing the solutions you need short term, long term and
within your resources. The bottom line is always working
together to increase your conversion rate.
The Grok can deepen you knowledge about conversion rates.
Michaels began his journalism career, in his home of London,
at the Financial Times in 1993. He completed his studies at
Oxford University received his degrees in politics,
philosophy and economics.
In 1999, Mr. Michaels moved to the United States to continue
penning for the Financial Times. His writing is centered
upon financial regulation, the SEC, accountancy and
corporate governance. He and colleague, Peter Speigel, from
the Washington DC bureau, have recently received the British
Press Award for, as "Business and Finance Reporters of The
Year," for their coverage of the US accounting scandals
Mr. Michaels states, "We won the award for our coverage of
the downfall of Andersen, which was particularly pleasing
because we regularly scooped all the U.S. media - we did the
same at a crucial moment in the Martha Stewart tribulations
this year. It was a great and first win for the FT in the
U.S., particularly given our relatively new, small size and
mighty competition here relative to our age and dominance in
the UK and Continental Europe."
In addition to his prolific writing, Mr. Michaels makes
regular appearances on CNNfn programming.
Congratulations to Mr. Michaels and Mr. Speigel for their
See Adrian Michaels Journalist Spotlight.
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