The Change Gap You can buy attention, but you can’t buy trust. Trust is earned. Trust takes time. Trust is the enabler of connection and persuasion. The time between attention and action is what the author calls the Change Gap. There are many real world examples of companies who have Read more…
Buy Buy Baby: When Companies Start Marketing to Us in the Womb To see how the cycle of influence works, take, for example, Tropicana orange juice, a staple of many children’s households. The child who observes his parents buying bottle after bottle of the stuff grows up believing Tropicana is Read more…
Storytelling is not a skill we’re born with. It’s a skill we must learn to get better at, with practice. In What Great Storytellers Know, you’ll learn the seven storytelling skills that you can hone to become your most inspiring and influential self. Skill #1 Be where you are Read more…
Are You a Me-Too? If you can’t instantly convey what makes you unique and of particular value to a particular person, you’re a me-too copy-cat in the eyes of the market. Take the following test to see how you stack up: Are most of your sales opportunities noncompetitive? Are you Read more…
In the offline world, people don’t walk around with their numbers of Facebook likes plastered on their foreheads. But in the world of online, entire business models may be built around social proof. Here are 10 ethical ways your content can use social proof to improve your credibility: Social proofing Read more…
First the bad news. People don’t want to share your content, in general. Research shows people don’t usually share content they’re reading online, even if it’s great content. For example, an average Twitter user retweets only one in 318 content links they receive. Facebook reports just one-half of one percent Read more…
The SHARE Model for Social Media Success SHARE stands for story, how, audience, reach and excellence. Here’s a quick overview of how every brand can use the SHARE model to dominate the competition on social media. STORY Use your brand story to open the story gap, move your followers Read more…
Leading companies like Apple, the Walt Disney, Adidas and Starbucks all have one thing in common. They all honor their heritage and ‘brand codes’ while continuing to refine their distinct aesthetic qualities and enhance their desirability factor. They understand that none of the best remains still throughout their lifetime. Aesthetics Read more…
What’s copywriting? People love to spend money on stuff they love. Your goal as a copywriter is to help them buy the right stuff using your sales copy. Use effective copywriting techniques which you’ll learn subsequently to touch peoples’ emotional hot buttons – hopes, fears, dreams and desires – and Read more…
All great copywriters start here All great copywriters start at a swipe file – a file that records a copy you have. A swipe file can contain both good and bad copy. Good copy so you can take inspiration and bad copy so you can avoid making the mistakes. That’s Read more…