How Far Would You Go To Engage a Reader?

If you’re going to cause people to take action…

If you’re going to make sales…

If you want to earn money by solving problems for people…

You have to – absolutely must – be able to have those people relate to you and your message.

For that, you need to know who they are.

You need to know exactly what their pain-points are, before you can explain astutely what solution you are offering them.

Yesterday, this became clear to me in a new way.

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You Would Think Someone at Expedia Would Have Been Awake

Last week I came across an article on Silicon.com with the title: ‘How one extra data field can cost 12 Million’. I went to have a read and saw the opening sentence:


Online travel firm Expedia has found that data analytics can deliver a multi-million dollar kick to a company’s bottom line.

What a complete load of hogwash. Data analytics?

I call bollocks.

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A Friendly Open Question For Clay Collins

I like Clay Collins. I think he’s very smart, funny and helpful, and I’ve learned a lot from him, and still do. That’s why I’m subscribed to his marketing show and that’s why I received the email that ultimately led to this post – and hopefully to a bit of friendly debate.

Clay Did Something I Didn’t Really Like – And it Confused Me. A LOT.

Last week, an email notification flashed across my screen, announcing a message from Clay. Subject header: ‘Hater’.

Now, I’m a guy who lives and dies by the power of words – quite literally. I also like to philosophise about things like ethics, psychology and semantics, amongst a bunch of other things.

As such, the word ‘hate’ is one that I rarely, if ever, use.

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