Matt Cascarino
Chief Creative Officer
Matt is a professional storyteller. That used to be a thinly veiled way to say you still lived with your parents. But the truth is stories have existed since the dawn of humanity and they still have the power to move people, even if it’s no longer from the path of a charging mammoth. Throughout his career on both the agency and client sides, Matt’s work has been known to compel audiences to indulge in higher thread counts, abandon Lenten sacrifice, or move to the suburbs. He’ll even conjugate a noun if he has to. The bottom line: Matt is our agency twofer. Strategy and Creative. The Big Idea and Stealth Deployment. He’s a single expense yielding a dual return. And who doesn’t love a bargain?

How to mop the floor with your brand’s worst enemy

Every great story has tension—including your brand’s. See how picking a fight with an opposing force uses the power of contrast to convey your product’s superiority.
You wouldn’t expect a salesperson to cut his pitch short to beat the traffic home. But so many marketers favor brevity over doing a complete selling job. Here are the steps you need to take before putting your offer on the table.
The Von Restorff Effect (also known as the “isolation effect”) is the human tendency to notice and recall things that stand out. And if you’re not using it in your marketing, you risk blending in with everything surrounding your message.
Your first sentence’s job is to make someone read the next one. So, why do legions of sales and marketing professionals insist on beginning their emails with this manipulative greeting? (Let’s hope you’re not one of them.)
Just because you’ve identified a viable candidate for your product or service doesn’t mean they’re ready to buy. First, you need to figure out their current mindset and let that drive where you begin the conversation. Let these five stages of audience awareness guide you.
We’re twice as motivated to run from pain than to run toward pleasure. Check out three ways to position your product or service as relief from any pain or loss your prospect is feeling (or trying to avoid).
The more focus you can place—and keep—on your reader, the more likely they’ll do what you ask. Put the focus on yourself, and the more likely they won’t. Here’s how to get the balance right between you and your audience.
The closer you are to your customers, the longer they’ll stick around. Maybe even spread the word. This isn’t about building brand loyalty. It’s about the smaller steps you can take to continually remind your customer that they were right to choose you.
Repurposing your content isn’t just convenient—it’s smart marketing. Do it right and you can juice every drop of value from the assets you spent hours, weeks, or even longer building.
Good writing has a musical quality. And just like you can hear a wonky note in a song, it’s not hard to detect where something may be a little off in your copy. Here are three things to listen for when you review your next draft.

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