Beyond “So What?” Diagnostics
Richard Orson Scott Card, bestselling science fiction writer, said your reader is looking for a reason to stop reading. In the world of fiction, if a manuscript is boring, the editor…
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Urgency Is Weakening Your Urgency
The loudest concert I ever attended was Pigface in 91′. It was just a nonstop wall of white noise. My ears were ringing the next day and half. Loud moments…
You have no leverage?
Existing interests Existing demands Existing customers Existing skills Existing domain knowledge Existing patterns Existing momentum Look closer. Leverage already exists. RW . . .
The Objection Always Rings Twice
A well-known full-time online marketer once told me they don’t handle sales objections at all. Present the product clearly. The customer either wants it or they don’t; there’s no point…
Wheaties and the Power of an Archetype
A customer pours cereal from a box bearing the photograph of an elite athlete. Above the athlete sits one compact promise: “The Breakfast of Champions.” The word “champion” gives Wheaties…