What does he do?

Companies want to say a lot of things. I figure out what goes first. Reshape it to get through. Repeat. So people get curious. And engage. Old: Proposed: It’s everything you’d want a job to be — useful, valuable, creative, hard, and paid for. 😀

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 […]

Switch Boards

Oh, like a switchboard Note: This idea helped me a lot. I hope it helps you, too. It’s from an old, tiny book called The Art of Profitability that lists about two dozen concepts like this. It’s an easy read. In small-business marketing, a switchboard is a business who needs to find the same customers […]

I was laid off 5 times in 30 minutes

Years ago, when my manager called me on a Friday afternoon (never a good sign) I just knew I was being laid off. But this isn’t about being laid off. It’s about starting communications with the main point. Our Skype call (remember Skype?) kept dropping. So what should have been a rip-off-the-bandaid short session kept […]

First, Say This To Them

Last week I did a closed session with the 4,000-member strong Fractionals United. Karina Mikhli has done an incredible job building that community. The session was a tutorial about how to create a HOOK. (That’s a headline or first sentence that makes the reader want closure through knowledge). And I let everyone in on the […]

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