Tom Ruwitch
Short and sweet today. If you want to write emails that recipients are happy to open… …that they read from top-to-bottom… …that inspires them to act… Read this great article by copywriter Neville Medhora.
It’s raining here in St. Louis, MO, USA… …which reminds me of the time my twin kiddos summoned a drought-ending thunderstorm with a rain dance. We were at my inlaw’s farm in central Missouri. It was bone dry for weeks. But (finally!), we adults could smell and feel the rain coming. As the wind picked…
My friend Cabanne Howard (a great marketing strategist) sent this picture to me the other day… It’s a closeup of this Duraflame log… Cabanne thinks it’s a great example of story-powered marketing. And she’s right. Feeble marketing focuses on features. Better marketing focuses on benefits. The best marketing — story-powered marketing — promises transformations. A Duraflame log features sawdust…
Here’s a tale of two blog posts — both covering the same topic: Why your business needs a customer support playbook and how to implement one. In one corner we have a treatise. Here’s how it starts: Building and managing a help desk in your organization can either become a triumphant, effective tool or end…
Last week, I had one of those days when nothing went right. It made me grumpy. And as I grumped around, I focused more on feeling sorry for myself and less on staying focused and productive. That made it worse. I got past it, but it made me think about how easy it is to…
I heard from a business owner who wants to power up his story to grow sales… …but he fears he doesn’t have a compelling story to tell. “My story isn’t interesting,” he said. I hear that a lot. Business people assume storytelling should be about themselves. They rack their brains for an inspiring origin story.…
I came across this gem of a headline in an online marketing forum this week: “I’m buying a domain name for $35,000.” The guy who posted it explained: “We presently use the domain with ‘the’ prefix for our product, so it looks like https://the___.com But going to go bolder way and buy the name without…
I was cleaning out a closet the other day and found an old biology textbook. As I paged through it, I was struck (stunned, saddened) by how little I remembered. Then I got to the chapter about animal biology… …and my memory clicked: “Kids prefer cheese over fried green spinach.” That’s the little story I…
60 Minutes presented an interview with Jerry Seinfeld on Sunday, and it was great. Here’s the link to the video. Seinfeld said so many funny, profound, and wise things. I’ve rewatched it three times. And now I’m sharing some of the highlights. Asked if Covid has killed New York, he scoffed and said: “When you were…
A cautionary tale: Earlier this week, I was helping a client move a website. He registered his domain with GoDaddy, and I spoke to their customer support before moving the site. Everything GoDaddy told me was wrong, and when we moved the site it came crashing down. I launched a chat with GoDaddy support and…