To break through to everyone in your audience, use Message Maps to simplify your message. Your messages are most powerful when you speak heart to heart. That’s because people make most decisions emotionally – including buying decisions – whether or not they recognize that. Serving up facts and reasons alone won’t change people’s minds. Marketing …
When content seems boring, often it’s because the content is too abstract. To get readers to sit up straight in their chairs, spice up your content with concrete language. Instead of describing the world from 40,000 feet, get to work at ground level. Bring the joy of life to readers by tickling all of their …
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If you want to win an argument, you’ll love this new book, Win Every Argument: The Art of Debating, Persuading, and Public Speaking. British-American journalist Mehdi Hasan of MSNBC shows how to win arguments by taking the high road and/or the low road to victory. “There are very few things you cannot achieve when you …
Book review: Jonah Berger’s “Magic Words” If you read only one book about persuasion this year, make it Magic Words: What to Say to Get Your Way. The author, Jonah Berger, is a marketing professor at the Wharton School at the University of Pennsylvania and has written several books, including Contagious. I love Magic …
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Can’t outspend competitors? Outsmart them Out of necessity, I learned to effectively get eyeballs on content with tiny budgets. How? At Tellabs, we were up against competitors like Cisco, a company 40 times bigger. We couldn’t outspend them, so we had to outsmart them. That takes a David vs. Goliath approach to content marketing. To get …
How to create content users will share Create content that celebrates customers as heroes. Invite users to create content they want to share. Offer user-generated content (UGC) along the path to purchase. 1. Create content to celebrate customers Frame customer hero stories by using the hero’s journey, the story arc described by Joseph Campbell, to tell …
