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#486: A Sweet, Dark History of the Promise Lead

When writing a Promise-Driven Lead, where should you start? The default for most marketers is to study the product and just figure out what it can do best. We’ve all heard, after all, the lesson about “features” versus “benefits.” First… Continue Reading

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10 Proven Ways To Make Your Message “Go Viral”

First, can I confess something? I hate talking about “content” like this. It’s the word itself. So cold, so academic. It sounds like we’re talking dispassionately about fuel grades at a gas pump. “Content,” of course, just means the stuff… Continue Reading