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.  p.s. If you’d like to discover how to craft powerful stories that transform your marketing messages from “Yawn!” to “Yeah!” — I can…

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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…

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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…

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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…

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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.…

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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…

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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…

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I was walking my dog, Moose, around the block the other day and came upon a neighbor who was manicuring his lawn.   This wasn’t your standard roll-the-mower-over-the-grass job. This was high-intensity fuss-over-the-fescue.   He was on his knees with a hand clipper, working the edges, getting everything right. Not just good enough. But perfect.   After he…

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I’m enjoying a book called “Blessed Beyond Measure,” by Dr. Tom Hill.   On page 69, Dr. Hill offers an idea that got my attention: Some time ago, I intentionally began using the word “fascinated” when I felt like saying something frustrated me…I realized the frustrating quality of situations causing me to feel frustrated naturally include a legitimate…

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