Admiral Jim Stockdale spent eight years in a prisoner-of-war camp during the Vietnam War undergoing both physical torture and psychological abuse. When he returned home, he was asked how he was able to survive when so many of his fellow soldiers did not. He said it...
Nothing is more potent than meeting a potential client in person. I was a keynote speaker at a green business conference a few years back. Sitting in the audience was the Sustainability Director of a major company. I never met her at the conference, but a month later...
Digital marketing has soared upwards of 44% just in the last few months. Companies that deliver the right message, to the right person, at the right time, will have a huge advantage in the marketplace. The problem is that even the savviest marketers struggle to...
This morning in my inbox was a LinkedIn article called "Growing your business in a pandemic: Advice from this year’s Top Startups founders". Eager to learn what these emerging entrepreneurs could add to the conversation, I clicked through immediately. As a business coach, I was...
One of my very first jobs as a copywriter in NYC was at the largest direct response ad agency in the world. Back then, “direct response” meant I wrote a lot of letters that went out to 1000s of people -- by mail. My first...
If you are like most sustainable or social impact businesses, you’ve got your hand's full managing so many aspects of your company -- all the while making a positive impact on the planet. So creating clear and compelling messaging that creates more impact and more...
When we go to a website’s homepage and see it loaded with links, we know that the owner of the site hasn’t figured out their customer’s journey. If they did, they would never want to disrupt it with links that distract them. Or worse, take them off the page before they...
https://youtu.be/2DrE_s9VLLg Remember the movie, Julie & Julia? Where Julie Powell (played by Amy Adams) aspires to cook 524 recipes by Julia Child (played by Meryl Streep) from Child’s cookbook in 365 days? I know this movie by heart because my daughter watched it a gazillion times. Inspired by...
One of the biggest missed opportunities businesses make is not reminding their customers what’s at stake if they don’t do anything. People will not act or make a purchase unless something is not working in their lives. Like Marguerite, for instance, an artist who is not...
These facts on how to increase conversion rates might surprise you (source: unbounce.com): · Pages with a reading level of 8th grade (or lower) have 5%-30% higher conversion rates. · Keeping your content below 400 words is good, but pages below 100 words perform twice as well. · On average, pages with 750 words convert...