I have some bad news and some good news. The bad news is that nobody cares about you or your campaign. The good news is that they can be persuaded to care about how you can make their life better. The mechanism for achieving this is something called the Human Action Model. Nobody Cares About … Read more
Before discussing how to create remarkable content, let’s review why it’s important. Purple Cows There are a few people I regularly cite in my work and my classes and marketing thought leader Seth Godin is one of them. In his book Purple Cow, Godin explains how businesses can transform themselves by being remarkable. His book … Read more
In this post, I’m going to share some of my most trusted and well-worn tools for crafting persuasive messaging. It doesn’t matter whether I’m writing a headline for a blog post, a script for an advertising video, or a political mailer. The process and tools I use are the same. The Human Action Model Everything … Read more
I have a two-word question I use for evaluating marketing tactics and it applies especially well to digital activism. When you’re crafting a headline, posting on social media, designing a mailer, writing a speech, crafting your elevator pitch, or just having a conversation with someone, there’s a simple but powerful question you can ask yourself … Read more
