The Furman Effect ^TM

*note - for effect (pardon the pun), this page is in the third person.

There is a definitive benefit to hiring Dan Furman - we call it The Furman Effect. It's when your message is clear, persuasive, and engages the right people. It's when clients/customers understand exactly what you are trying to convey, and are driven to take action.

This is especially important right now. Because in today's world, there is so much "stuff" out there that consumers suffer from information overload.

Really, there's marketing everywhere. Even most public restrooms have some kind of ad in there (let's be honest - isn't that a little much??)

But the point is, with so much marketing out there, there are a lot of messages vying for attention. So the more focused and clearer you are, the more you will stand out. When readers are captivated by (and understand) your message, the better off your business is - your e-mails and sales letters get action, your website converts better, your phone starts ringing more, etc.

Here's who benefits from The Furman Effect:

Entrepreneurs / Small Business Owners / Home Based Businesses:

This is Dan's bread and butter... If you have (or want to start) a small business, either a home-based business or one outside your home, look to Dan for help. Because he's an expert at this.

• Dan's copywriting and marketing skills help small businesses communicate who they are, what they do, and who they do it for. He helps you target your customers, and reach them with an appealing message.
  
  
• Being a small business owner himself (Dan is essentially a one-guy operation), Dan knows what it takes to get from the kitchen table ("gee, I'd like to start a business") to actually doing it. Meaning Entrepreneurs can call on Dan to coach them to success.
  
  
• Dan knows how to make money online. From his little basement office, Dan reaches (and sells to) the entire world. Not by doing anything tricky, but by simply reaching the right people with the right message. It's called website conversion, and Dan is really good at it.

This isn't idle talk - Dan wrote books on this stuff. He can help you succeed - period.

Larger Businesses:

Let's not leave out larger businesses. Because the same principles apply. Reach the right people with the right message, and you'll succeed.

Now, admittedly, that's easier said than done. Especially with larger companies, where the stakes are higher. Plus, in larger companies, corporate politics, millions of dollars, and "cover your ass" enter the fray. Dan typically counters that by utilizing a reasoned, "no risk" approach to his principles. An example would explain this easier:

Say you have a website that you've invested tens (or even hundreds) of thousands of dollars in (not uncommon for large companies). That's not something you want some consultant coming in and messing with - at least not right away. Dan knows this - so in a case like this, he'd suggest something like: "look, I have this idea... but instead of wholesale implementation, let's set up a small, five-page microsite, put it over here, say this and that, and advertise it in this manner to this market segment. Let's do that, and see how well it converts. Good?"

It's not about change for the sake of change. It's about results. You may be already doing some things very well, but one little tweak in one little headline (and maybe saying something a little different at the close) might make a world of difference, and make sales even better. Bottom line - Dan will help you get the most out of your marketing and communications.

In addition:

• Of course, Dan writes copy for larger businesses. Prettymuch anything needed. He also brings his web conversion magic to any size website.
  
  
• Dan can teach clear business writing as well. Call him in to consult for a few days, and while he's there, have him teach his style of business writing to your executives. Get them to stop writing things like "Solutions-based solutions provider."
  
  
• In addition, Dan is an excellent idea / marketing guy. But he's also one of action - like the above example suggests, he'll not just have an idea, but will follow through with a plan to get it online and get it clicked on.

Ok, last but not least, Dan is highly profitable.

Dan, Just a quick note to let you know how the site's doing with your new copy. If you remember I said that it used to convert about 15% (max) of visitors into online applications. Figures from last weekend are: Saturday 29th - 33.3% conversion Sunday 30th - 37.8% Monday 31st - 26.6% Tuesday 1st - 29.0% Your copywriting is so effective I only need to advertise 4 days a week to get the same amount of business in - your new copy has paid for itself in one week! Please feel free to drop me a line if you need a customer testimonial for your website. -Richard Livsey, The Mortgage Brokers

The Furman Effect is a good thing. Get a quote from Dan today.