Music to write by
Can you write with music playing? I can’t. My designer and photographer bretheren may be able do a day’s work with their iPods on, but I can’t write a lick that way. I can listen. Or I can write. But…
The most profitable ideas I ever stole: Part 1
In my everyday work, I’m not looking for universal truths and new paradigms; I’m sweating out what to put on a client’s home page. I work at keyboard level, in execution and implementation mode. I’m not pondering the future of…
Sell small at first
Maybe you don’t have to sell the whole dang thing right away. First, get them interested in an idea. A possibility. A new way of looking at the issue. Offer a free download. A whitepaper. A demo copy. Just to…
Owning vs. buying
Instead of saying: Sign Up Buy Order Register Pay Try: Get your own Be a member Open your account now Be using XXX in 24 hours Receive the latest reports each month Have the newsletter delivered “Having” and “owning” and…
The service paradox: Don’t promise it
Should you build your big story around ‘great service’, ‘personal attention’? I’ve tried this for several clients, but it doesn’t cut much mustard. Everyone yacks about service. The promise is limp and tired and vague and a yawn. Service is…
