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.
The simple, eight-word motto that keeps prospects on the hook
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.
Birthdays, buffoonery, and behavioral science
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.
Is this weak opening line polluting your inbox, too?
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.)
How the lost art of window dressing can keep you out of the poor house
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.
Why prospects will beat a tear-stained path to your door
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 simple “color test” that instantly helps you grab your reader’s attention
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.
How to keep courting your customers long after the sale
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.
Why It pays to create less
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.
A dead-simple way to make your copy sing off the screen
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.
