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 […]

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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