Persuasion

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The One Word That Can be The Difference Between Success and Failure

By Tom Ruwitch

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

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

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

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

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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Ear Doctor Normalizes Waiting

By Tom Ruwitch

I caught a radio ad recently for an ear doctor who encouraged listeners to get their hearing checked. She said most people will rush to the eye doctor if they have fuzzy vision. But when people notice their hearing get fuzzy, many will put off a checkup. Sometimes they’ll wait for years. Don’t wait, she…

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Red Delicious Apple

By Tom Ruwitch

The last time I ate a Red Delicious apple, I thought, “Hmmm. ‘Red Delicious?’ That’s half-true. Red? Yes. Delicious? Not so much’?” Bad texture. Bland taste. All beauty. No substance. How can something so pretty and shiny be so terrible? I discovered the nasty secret in this great article in The Atlantic. Reds used to be delicious.…

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