Copywriting
When my daughter suggested last night that we order delivery from Shake Shackā¦ …rather than have yet another night of leftover turkey for dinnerā¦ …I thought, āThatās the greatest idea EVER!ā Red meat, topped with bacon and orange cheese. Yum. But what really had my mouth watering was the thought of that shakeā¦ …that sweet,…
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Every so often, I browse my junk email folder to see what the spammers are up to. I always come across something that makes me roll my eyes and chuckleā¦ …like this one from a lender: Subject line: Equipment Financing Thatās it. No website address. No call to action. No benefits. No story. No nothing…
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Roughly once a year, I read Man’s Search for Meaning by Viktor Frankl. Frankl was a Holocaust survivor who later wrote about his experiences as a prisoner at the Auschwitz concentration camp. The book is heavy stuff, yes. But itās also full of huge lessons for business and life. These are strange days. Many call them ādark…
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Once upon a time, I tried to cook a batch of paella. It didnāt go well. The mussels were chewy. The chicken was dry. The rice was a sticky mess. So frustrating! I fancy myself a decent cook. But decent doesnāt cut it when you strive to master a complicated dish. Today, aspiring home chefs can…
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Short and sweet today. If you want to write emails that recipients are happy to openā¦ …that they read from top-to-bottomā¦ …that inspires them to actā¦ Read this great article by copywriter Neville Medhora.
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Itās raining here in St. Louis, MO, USAā¦ …which reminds me of the time my twin kiddos summoned a drought-ending thunderstorm with a rain dance. We were at my inlawās 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 dayā¦ It’s a closeup of this Duraflame log… Cabanne thinks itās a great example of story-powered marketing. And sheās 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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Hereās 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. Hereās 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 salesā¦ …but he fears he doesnāt have a compelling story to tell. āMy story isnāt interesting,ā 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: āIām buying a domain name for $35,000.ā The guy who posted it explained: āWe presently use the domain with ātheā 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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