A good headline is critical. Its purpose is to captivate your readers' attention and entice them into your body text.…
Last week, I outlined some preliminary homework we have to do before starting to write. Let's assume that's done now,…
In deciding what action to take (including which products to buy), we're influenced by both logical and emotional forces.Logical motivations…
To influence our customers' decisions, we must understand what motivates them.In 2004, Cialdini and Goldstein published a remarkable paper* which…
Not long ago, I wrote some posts on psychological biases. The crux: knowing your customers' biases can help you create…
Writing well comes easier to some people than to others. But even for the best writers, getting good results is…
I must admit, every time I use the word whom, I feel a bit uneasy. Though I'm uncomfortable using bad…
As a teaser for next week's webinar, I'd like to provide one simple — if tragic — example of how…
Remember Johnnie Cochran's notorious line, "If the glove don't fit, you must acquit"?Of course you do. And not just because…
Brain Katz approaches my desk – smiling lightly, shaking his head in disbelief. I know what this means: He's come…
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