So there's a golden rule in marketing. It's always been true. In a strong economy, you can get away with ignoring it sometimes. But when wallets clam shut, you can't afford to ignore …
Why Your Customers Should Be Writing Your Copy
"Those who are closest to the customer win"Bernadette Jiwa Some businesses struggle with this. Not because they don't care about the customer. Just because they're in a certain type of …
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Why You Should Be Like Madonna
I haven't had a chance to review all 2 billion websites on the internet, but I bet most of them would fail what I call: The "White Out Test" Which is where, if you took white out tape and …
This Winemaker Gets It: Cut The Fluff and Stick With Simple
Fluffy messages are confusing and get ignored. You want to be as direct and clear in your marketing messages as possible. Check out this part of the homepage from Empathy Wines (founded by Gary …
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How To Change The World
"You cannot hope to build a better world without improving the individuals. To that end, each of us must work for his own improvement, and at the same time share a general responsibility for all …
Are You The Hero or the Guide?
If you're the hero — if your marketing highlights how special and heroic you are and all your wonderful victories — you're missing out. Customers are the hero of their story. Each of them comes to …