the question that kills attention

… is a question. Virtually all questions, as a headline, subject line, or opening line, kill reader attention. Because when you ask a question up front, you push labor onto the reader before the reader knows you’re worth it. People think questions are cheap easy engagement. They’re not. A great question is a masterpiece. There […]

People like us, for us

One way to show people that you understand them is to show how a part of their reality is broken. Over at Best Damn Webinar Co, they use a concept called The Gap to open every webinar they write. It grabs the audience’s attention, and keeps it through the following section, where the speaker introduces […]

What you want doesn’t matter, yet

Tech companies do this. You see it in healthcare, and engineering, and manufacturing and especially in consulting. Visit their homepage, and it’s the company telling you who they are and what they do (or what they sell). Hey, sorry, excuse me… Hi, I’m your reader. I’m still a stranger here. Why are you making ME […]

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