Keynotes, In-House Training, and Workshops -
Training Options To Fit Your Needs

Whether you're business-to-business or business-to-consumer, whether you are looking to learn the fundamentals or our advanced MAP^TM Process and Persuasion Architecture methodology we offer training options that allow you to interact and use our methods on your terms.

We can train you and/or your team in your offices or in ours, and we can customize any of training modules to match your company's needs.

Inquire about training options by contacting us, or review our list of schedule training workshops.

Thank you for speaking at our event. My team found your presentation not only informative but enjoyable and educational as well. Your presentation did a great job of catering to such a diverse group of people from different areas of our organization.
Greg Berglund, Senior Vice President and General Manager, Disney Direct Marketing

Thank you for your guest lecture in our VIP Lunch Dialogue series at New York University. The students and alumni of the graduate program in direct and interactive marketing were, as I hope you could see, most enthusiastic about the expertise and insights that you shared. Your style of engaging them in your presentation was especially effective, and one day after your talk, the students in my Business Plan class were inspired to improve conversion in their businesses, so you are already having an impact on our next set of graduates.
Marjorie Kalter, Graduate Program Director and Professor, NYU, Master's Program in Direct and Interactive Marketing

Sample Workshops We Can Provide:

Is Your Marketing Accountable? – Planning and Measuring Success

Marketers are venturing into new, unfamiliar territories, juggling multi-channel strategies, allocating ad dollars among media, and trying to maximize new technologies—all at a time when consumers seem to find it easier than ever to bypass and ignore those efforts. The answer can't be to A/B test everything and see what sticks. Even with an infinite budget, nobody wants to simply throw everything up against the wall to see what sticks. With countless marketing allocation and messaging choices, businesses require a methodology for modeling customer behavior if they're to maintain an edge.

You will learn:

How Persuasion Architecture methodology can guide you in planning and prioritizing marketing tactics and leave no customer modality behind
How to make Persuasion Scenarios accountable across all your channels and segments
Strategies to help your business move beyond reporting metrics to actually analyzing data in order to determine why behaviors occur

Bryan delivered a knockout performance as the keynote speaker at our HBX User Forum in Santa Monica this spring. Bryan is at the forefront of the digital marketing revolution and literally had the audience hanging on his every word. The insight was that exceptional. The feedback was tremendous and we look forward to bringing him back.
Rand Schulman, Chief Marketing Officer, WebSideStory (WSSI)

Defining Your Online Persuasion Strategy: Moving Visitors toward the Close

Every online visitor is a volunteer. If they refuse to participate by clicking on a hyperlink, the communication ceases and a break in persuasive momentum becomes clear. In both the B2C and B2B worlds, visitors' satisfaction with each click or "micro-action" strengthens their own, or their organization's, confidence to buy or buy-in; the ultimate "macro-action.”

You will learn:

How to create websites and multi-channel experiences that speak directly to the individual's motivations
Ways to avoid letting your business’s metaphors and industry jargon affect communications with customers and prospects
How to build brand affinity and awareness by creating persuasive paths
How Persuasion Architecture can help your business plan for success by matching your key metrics to those of your visitors

Future Now's training for British Information Services was like a banquet in a foreign land......very rich and filling... and with a number of surprises that challenged our thinking. It has taken us a while to fully digest. We are now applying the lessons we learned and reaping the benefits. They are just as important for an 'information' site like ours as for 'commercial' websites. Many thanks."
Sarah Kendall, head of Media and Marketing, British Information Services

Why More Online Traffic Doesn’t Mean More Business

Traffic quality has always been part of your online marketing discussion—albeit a small part of the game plan. But times have changed. Across industries, conversion rate increases are stalling, and it takes more traffic to convert fewer people. Businesses say they want traffic, but what they really want is more business. Whether new business comes in the form of a sale, lead, subscription, donation, or otherwise, the race to get more clicks often isn’t worth running.

You will learn:

Why it is no longer a numbers game; rather, that every visit is either a positive or negative experience with your brand
How to ensure better quality traffic, better ROI, and better conversion for your Advertising and Search Engine Marketing budget
How to turn your keywords into “driving points” for Persuasion Scenarios before prospects have even visited your site
How to use your web analytics to determine if a given scenario is a success or failure
Strategies for beating traffic cost inflation with better planning and relevant messaging

We first discovered the concept of Persuasion Architecture when researching online copywriting back in early 2003. We bought the only book we could find on the subject, Persuasive Online Copywriting by Bryan Eisenberg, Jeff Eisenberg and Lisa Davis. We’ve been disciples ever since. Shoeline.com attends seminars hosted by the Eisenberg’s and their team at Future Now headquarters. We attend their lectures at events like the EMetrics Summit, and SES, we read Bryan Eisenberg’s column in ClickZ religiously, and read each new edition of The Grokdotcom.com. Everyone on our staff has a copy of Call to Action, and we refer back to it constantly. The results speak for themselves: a 57% increase in our conversion rate in 2004, and a 100% conversion rate year to date in 2005. Conversion rate is king, and the Eisenberg’s are the Kings of Conversion!
Frank Malsbenden, General Manager Shoeline.com

Lead Generation and Complex Sales

Whether you’re selling big-budget financial services to Fortune 100 companies or engagement rings to jittery consumers, a sale is as complex as the effort it takes to address your customer’s questions and concerns. To understand Marketing in today's world, we have to understand the customer as the driver and decision-maker of the vehicle of consumption. The “customer-in-control” has gained ascendancy in a world brimming with choice and information, yet the customer has learned to give great weight to her fellow customers' experience while retaining her own independence from them—and from your business. This, of course, has had a startling affect on conversion.

You will learn:

How “scent” leads customers and potential clients to effectively find what they want, even when they aren't aware they want it
How Calls to Action allow the customer to effectively gain what they want
Learn how to effectively plan customer-centric experiences using Personas and Persuasion Scenarios.
How to most effectively get prospects to identify and qualify themselves by strategically positioning content and forms
How to request information from a lead—how much and when to ask

Persuasive Online Copywriting

Far beyond a creative-writing session, this session will empower you to create copy that will maximize conversions and sales. You'll find out how to most effectively combine advanced creative writing techniques with powerful business strategies and tactics to achieve your online goals. You’ll learn why writing online copy is different from offline and how you can quickly and effectively update your copy to improve the success of your website’s search engine marketing and conversions. Understand the importance of using active tense, strong verbs, and precise word choices. This session is presented by one the authors of the Amazon.com bestseller “Persuasive Online Copywriting: How to Take Your Words to the Bank” and based on the curriculum we teach in our offices.

Keynotes, In-House Training, and Workshops -Training Options To Fit Your Needs

Sample Workshops We Can Provide:

Is Your Marketing Accountable? – Planning and Measuring Success

Defining Your Online Persuasion Strategy: Moving Visitors toward the Close

Why More Online Traffic Doesn’t Mean More Business

Lead Generation and Complex Sales

Persuasive Online Copywriting

Other Popular Keynote Topics

Keynotes, In-House Training, and Workshops -
Training Options To Fit Your Needs