LAND THE PLANE

Sometimes people describe a problem, but still leave the audience as cold as ice. It’s because they describe the problem in the wrong way. So what’s the right way?

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A TALE OF TINDER

When I read most company’s websites, I have to assume that they are hoping for a miracle to happen. What is the miracle, why is it unlikely to happen and what do you do about it? Read on.

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THE RESTAURANT OF MISTAKEN ORDERS

In a restaurant where what what you order may not be what appears ten minutes later, there lies a great marketing lesson. Sometimes it’s not enough to appeal to your target audience

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HOW TO WRITE A HEADLINE LIKE DON DRAPER

Most people, when they write a headline, do what’s comfortable. They talk about the product. But it’s the emotional headline that grabs attention. Here’s a simple way to write a headline that people can’t ignore.

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THE INNER CONVERSATION (VIDEO)

We all see the world differently. Sometimes in very surprising ways. But if you can work our how your prospects see it, that’s gold dust. This video describes how a big brand did this with huge success.

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HOW TO CREATE AN ELEVATOR PITCH THAT WILL MAKE PEOPLE LISTEN

You find yourself face to face with the CEO of your perfect customer. You’ve got one minute. If you want him remember what you say, don’t do what everyone else does, do this.

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THE BEST MESSAGING SELLS FEELINGS

People see thousands of ads, blogs and posts telling them about “stuff”. Things like products, features, and ROI. They don’t work. In this article I’ll show you why and tell you what you should say instead to grab attention.

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RECRUITERS, DON’T SELL THE JOB TELL THE STORY

Hands up if you are sick of job specs haranguing you, poking you in the chest and making demands of you. Here’s how to write a story-based job spec that candidates might actually respond to.

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