Articles
How to Reuse Content without Insulting Your Audience
Always look for opportunities to reuse content, but never at the expense of explicit redundancy. Let me explain… Last week I wrote about the message “maturity” of your audience… how the human brain tunes out what it recognizes as familiar. It’s something you need to grasp in order to reuse content without sounding repetitive. But that’s ... Read more
Selling to the Sophisticated Buyer
Although most business owners know they need to keep a prospect’s attention before they can sell them anything, so few really understand how that’s accomplished. Even when they succeed in getting the prospect to click on a video… open an envelope… listen to a sales pitch, etc. they quickly drop back into default mode. Default ... Read more
Is Getting Down n’ Dirty Cool on LinkedIn?
LinkedIn Pulse is the best platform for business bloggers and writers. It claims an audience of 300 million + readers, many of whom are eager to talk shop. But lately there’s been a lot of water cooler talk slipping in. For example, two weeks ago a clickbait headline showed up in my newsfeed. The woman who wrote ... Read more