Persuasion

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The one word that can be the difference between success and failure

By Tom Ruwitch / March 30, 2021 /

I nearly no-showed for a meeting with a new LinkedIn connection last week. The connection, Terri, sent me a message to tell me she was waiting in the Zoom room. I had forgotten our meeting. I was eating lunch, oblivious, when Terri’s message arrived. I joined the Zoom room, tail between my legs, apologizing, embarrassed.…

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Priceless Marketing Lessons Courtesy of President Trump

By Tom Ruwitch / August 12, 2020 /

I gotta hand it to President Donald J. Trump.  Love him or hate him, El Presidente just did many of us a favor. He shut up the “TikTok-is-the-Next-Big-Marketing-Thing” crowd.  (Search for “tiktok marketing next big thing,” and you’ll find them).  On Friday, he issued an executive order banning TikTok in the USA, effective next month. …

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I Reveal This Mistake So You Don’t Repeat It

By Tom Ruwitch / June 10, 2020 /

I got some great advice from a marketing expert last week after he read one of my emails. If you’ve read my emails lately, you’ve noticed that I offer a free Story Assessment. I’ll review your website, social media or any other channel where you tell your story. Then I’ll reveal ways to power up your…

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Top Marketers Say This is More Important Than Anything

By Tom Ruwitch / May 28, 2020 /

I recently heard this story about the great copywriter Gary Halbert… Near the end of his career he was quizzing a protege and said, “The best way to get a prospect’s attention is to appeal to their sense of ___________.” The protege replied, “Their sense of self-interest?” Halbert said, “No…their sense of curiosity.” That’s great…

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Spiderman Reveals the Difference Between Manipulation and Persuasion

By Tom Ruwitch / May 14, 2020 /

I love the scene in the Spiderman movie (the first one with Tobey Maguire) when Uncle Ben tells Peter, “With great power comes great responsibility.”  That’s true for super heroes.  That’s also true for marketers.  I’m working on a revised and expanded version of a free resource I created a few years back called “7 Ways…

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If only this guy had been an ethical marketer…

By Tom Ruwitch / August 19, 2019 /

I don’t usually turn to psychopathic killers for marketing inspiration. But sometimes inspiration comes from where you least expect it. So let’s get right to some lessons from… …ummm… …Charles Manson. This month marks the 50th anniversary of grisly murders committed by members of Manson’s “family.” Over the last few weeks, television networks flooded the…

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