tag:blogger.com,1999:blog-58210137743026764652024-03-28T13:44:08.175-04:00Write Way ProAriella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.comBlogger483125tag:blogger.com,1999:blog-5821013774302676465.post-5255464377192887722024-03-27T20:31:00.007-04:002024-03-28T12:15:49.539-04:00Sell me this raincoat<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGWDUHUVi9YjNkja8EkY2D395BHeKoaENlX_c5ag02otrIGQktRm1TidA1XR1c0OfKEW-jekIq_C1yyastXHPfhHb6DImzlnP2O_CgYm7AbQh1IdVo-SF_Z-pe5jSdP4xKxYm4pOBNWfWSQ5kAwcm823Ugrv1Uustbf9VJAdoqWtGAY7a10mV94GUA_yEX/s512/umbrella.png" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="512" data-original-width="512" height="347" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiGWDUHUVi9YjNkja8EkY2D395BHeKoaENlX_c5ag02otrIGQktRm1TidA1XR1c0OfKEW-jekIq_C1yyastXHPfhHb6DImzlnP2O_CgYm7AbQh1IdVo-SF_Z-pe5jSdP4xKxYm4pOBNWfWSQ5kAwcm823Ugrv1Uustbf9VJAdoqWtGAY7a10mV94GUA_yEX/w347-h347/umbrella.png" width="347" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">Umbrella in trash generated by Google Gemini</td></tr></tbody></table><br /><div class="feed-shared-update-v2__description-wrapper mr2" style="border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; margin-right: 0.8rem; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div class="feed-shared-inline-show-more-text feed-shared-update-v2__description feed-shared-inline-show-more-text--minimal-padding feed-shared-inline-show-more-text--3-lines feed-shared-inline-show-more-text--expanded" data-artdeco-is-focused="true" style="--artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: 2rem; margin: 0px 1.6rem; max-height: none; max-width: 928px; outline: none; overflow: hidden; padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br />The title of this blog is a variant on the "Sell me this pen" challenge. </span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: inherit;"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Confession: I find most marketing presentations a waste of time because they just rehash what I already know. But there is the rare exception that offers helpful insight and perspectives that spark my own </span></span></span><a data-attribute-index="0" href="https://www.linkedin.com/feed/hashtag/?keywords=writeway&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7178434459334029313" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--font-weight-bold); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); position: relative; text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: normal;">#WriteWay</a> <span color="var(--color-text)" style="font-size: var(--artdeco-reset-base-font-size-hundred-percent);">creativity. </span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">That has been my experience in attending the Full-Funnel Summit. Jen Allen-Knuth proposed shifting the sales intro from pushing your product of a $100 raincoat that may meet resistance from buyers who don't want to shell out that kind of money.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />Jen said she'd frame it this was for a target market in the windy city of Chicago where it rains for about 1/3 the year: studies say only a small percentage of people remember to take their umbrellas. Those who forget will decide no to walk in the rain and so have to shell out $45 a pop for an Uber.</span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br style="box-sizing: inherit; line-height: inherit;" />The implication that trying to save the $100 could end up costing you more if you forget your umbrella and end up paying for rides to try to stay dry.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />As I wrote in the chat there, my approach would be different. I'd say "Ever notice how many umbrellas you see in the trash on a stormy day? That's because the wind rips through and breaks them. But have you ever seen a raincoat in the trash on a rainy day? No, you haven't. Here's why." </span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">And then I'd calculate the cost of multiple umbrellas purchased over the years vs. the one-time cost of the raincoat.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />Why did I come up with this? Jen's framing refers to the forgetfulness of most people that you may think doesn't apply to you. You're smart enough to remember your umbrella, right?</span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"> But even so, you have, no doubt, experienced your umbrella getting blown out from a strong wind and have seen multiple umbrellas thrown out that prove that even if you remember to take it, it can prove useless. Also the fact that you never see a raincoat peeking out of a trash can the way you see umbrellas creates a strong visual impression.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />Another thing that made me come up with a different approach to Jen's was my thinking that it didn't make sense that her target market would hesitate over shelling out $100 for a raincoat would solve the problem of forgetting an umbrella by spend $45 on a single Uber ride to avoid walking in the rain. Generally, one would first look for a cheap umbrella, look for public transportation or just accept the inevitability of getting wet when walking home. </span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">If you're marketing to a price-conscious market, you have to speak to the in their own terms. They're not likely to indulge in expensive rides when they can walk. But they certainly can can calculate the cost of multiple replacements for umbrellas that don't stand up to the wind.</span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-family: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: inherit;"><span class="break-words" color="rgba(0, 0, 0, 0.9)" style="background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: 16px; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">While I'm sure that Jen charged the client four or five figures for this marketing idea, I came up with it on the spot, and I'm sure I can come up with something that is equally sound and creative for your B2C or B2B. </span></span></span><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-size: 16px;"> </span>The Write Way is all about putting yourself in the mindset of your target audience.</span></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></div><div class="update-components-text relative update-components-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Visit<a href="https://writewaypro.weebly.com/"> my site</a> to learn more about my marketing and writing services and book a <a href="https://calendly.com/writewaypro/20-minute-free-consultation">free consultation call.</a></div></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-90089683717617826682024-03-19T17:43:00.006-04:002024-03-19T18:20:52.335-04:00What B2B content marketers get wrong <p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"></span></p><div class="separator" style="clear: both; text-align: center;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /><div class="separator" style="clear: both; text-align: center;"><br /><br /><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEim2AAHYsxu9wa84tUwFXmAgJSCEzWSHoqrHFodwbDauNZyE6qjf1K3O8ZWievU1qJUld-qqcugBFCBcyj0jELQv-LGN78u7pmaoIpLmU-O38L5cFyWVq_mFE4i92RN-wUi0gouPUsirJDuijQORcNYUiYfUo4n5OMr92aZNTa_wnSUodMVq9yvH4bSou7x/s1105/B2Bmarketingstrategy.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="599" data-original-width="1105" height="291" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEim2AAHYsxu9wa84tUwFXmAgJSCEzWSHoqrHFodwbDauNZyE6qjf1K3O8ZWievU1qJUld-qqcugBFCBcyj0jELQv-LGN78u7pmaoIpLmU-O38L5cFyWVq_mFE4i92RN-wUi0gouPUsirJDuijQORcNYUiYfUo4n5OMr92aZNTa_wnSUodMVq9yvH4bSou7x/w538-h291/B2Bmarketingstrategy.png" width="538" /></a></div></div><br /></span></div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br />You know that advice that every piece of B2B content should have a clear CTA? It's bogus. In fact, the piece of content I wrote that had an immediate impact in terms of bringing in a sales qualified lead for a six-figure annual contract the day after it was published had no CTA at all -- not even a hint about having to schedule a demo.</span><p></p><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">What it did have were features that many B2B businesses forget about in doing their own imitation of thought leadership outlets and removing all content from individual identity.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Here's what the article had:</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">☑A vivid description of the challenges he experienced in his work that others in the same line would identify with</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">☑A clear presentation of the company's solution and how it directly addressed these pain points</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">☑Mostly important of all, it had a name associated with a bio and pic for the expert in the insurance industry who served as the source of information for the article and related his own experience.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">💡Why was this most important? As it turned out, that was the lead's way of marking his interest in the solution. He know the featured expert, maybe even had direct dealings with him in the past. That made him not just trust what he said but also feel comfortable enough to reach out to him directly rather than to a general company contact or form to say he was interested.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">One of my pet peeves about B2Bs is that they offer no point of direct and immediate contact. Many of them refuse to list a phone number, and some won't even put in an email. No, they insist, if people are real prospects, they'll fill out the form that makes it easy for us to automatically feed their information into a CRM and send it on to sales people.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">This foolish delusion prevents easy access to people who don't want to have to be treated as just prospects you'll get to at your own convenience. They want to get a response while they're thinking that your offering may be just what they need. Keep them waiting, and they'll start looking elsewhere for that solution, and you may not even know you had a prospect that got away. That's the wrong way to attract inbound.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Learn more about the </span><a data-attribute-index="0" href="https://www.linkedin.com/feed/hashtag/?keywords=writeway&highlightedUpdateUrns=urn%3Ali%3Aactivity%3A7175903402512535552" style="background-color: white; border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; font-weight: var(--font-weight-bold); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); position: relative; text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: normal;">#WriteWay</a><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"> by following The <a href="https://www.linkedin.com/company/write-way-pro/" target="_blank">Write Way Pro LinkedIn page </a>and connecting <a href="https://www.linkedin.com/in/ariellab/">with me</a> on that platform.</span><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Yes, I did include a CTA here. I didn't say never to have a CTA -- only that you don't have to have a CTA for every piece of content. But I'm going to break another rule here and give you yet another course action. You can check out my portfolio here: <a href="goog_1395752845">A</a></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><span style="font-size: 14px;"><a href="http://AriellaBrownPortfolio.blogspot.com">riellaBrownPortfolio.blogspot.com</a></span></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif">Related</span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><br /></span></div><div><div bis_skin_checked="1" style="background-color: #fafafa; color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><a href="http://writewaypro.blogspot.com/2022/02/7-habits-of-highly-effective-content.html" style="color: #009eb8; display: inline; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;" target="_blank">7 Habits of Highly Effective Marketers</a></div><div bis_skin_checked="1" style="background-color: #fafafa; color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><a href="http://writewaypro.blogspot.com/2020/09/think-marathon-rather-than-sprint-when.html" style="color: #009eb8; display: inline; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;" target="_blank"><span style="font-family: arial;">Think Marathon Rather Than Sprint When Planning Content Marketing</span></a></div><div bis_skin_checked="1" style="background-color: #fafafa; 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transition: color 0.3s ease 0s;"><span style="font-family: arial;">Make Your Content as Accessible as Possible</span></a></div><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2020/10/what-edison-can-teach-us-about-seo.html" style="color: #009eb8; display: inline; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;">What Edison Can Teach Us About SEO</span></a></div><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2021/01/7-ways-to-grab-customer-attention-in.html" style="color: #009eb8; display: inline; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;">7 Ways to Grab Customer Attention in Subject Lines</span></a></div><p dir="ltr" style="line-height: 1.38; margin: 0pt 0px; outline: none; padding: 0px;"><span style="font-family: arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space-collapse: preserve;"></span></p><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2021/01/cro-is-like-basketball.html" style="color: #009eb8; display: inline; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;">CRO is Like Basketball</span></a></div></div></div><div><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-15679722521581810792024-03-06T13:54:00.000-05:002024-03-06T13:54:41.419-05:00The 6 step plan that fails<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX6woxBAwa9WyRy_9LBfoVC-3au-BxJXlfHsG_GjrZCYxPdrJoYBAxUM21pDyhtWieOJDfQ4ZqCM4VUiDPmuyemvfuHZ75zTqpWhLJ_M6_vCv0TwL_YEdrwJyphTR4sB1tQma0PW8GgPUqp6jgE6A06iwmtJRcpfQmqJ4bH2553Y981Khe_oyZvEkodr0v/s5464/pexels-aleksejs-bergmanis-681347.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto; text-align: center;"><img border="0" data-original-height="3070" data-original-width="5464" height="307" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjX6woxBAwa9WyRy_9LBfoVC-3au-BxJXlfHsG_GjrZCYxPdrJoYBAxUM21pDyhtWieOJDfQ4ZqCM4VUiDPmuyemvfuHZ75zTqpWhLJ_M6_vCv0TwL_YEdrwJyphTR4sB1tQma0PW8GgPUqp6jgE6A06iwmtJRcpfQmqJ4bH2553Y981Khe_oyZvEkodr0v/w545-h307/pexels-aleksejs-bergmanis-681347.jpg" width="545" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-family: PlusJakartaSans, -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Oxygen, Cantarell, "Helvetica Neue", Ubuntu, sans-serif; text-align: start; white-space: pre;"><span style="font-size: xx-small;">Photo by Aleksejs Bergmanis: https://www.pexels.com/photo/aerial-photography-of-concrete-bridge-681347/</span></span></td></tr></tbody></table><p><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"><span style="font-family: arial;">I should have known better, but I still fell for it. </span></span></p><p><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"><span style="font-family: arial;">I put in my information in order to ungate and download the tantalizingly titled "How to build pipeline with content in 6 steps" from a company I won't name here. Disappointment doesn't begin to express my feeling at this one-pager that only someone who has never created business content wouldn't know.</span></span></p><span style="font-family: arial;">The first step is: "Do some research" in order to know you customers. <span style="background-color: white; color: rgba(0, 0, 0, 0.9);"> Obviously, that is your starting point. But it doesn't give you any advice on how to go about this. That's what many businesses who fail to understand their customers really need help with. Surveys are ignored, and few take the time for really in-depth talks because all conversations turn to upsells and not to fostering understanding.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">Step 3 is another obvious step for any content creator: "Tell a story. </span></span> That was to be the bridge to step 4: using data and the claim that first-party data is the best (definitely debatable).<br /><br />But the real goal of the whole piece was to declare in step 5 that you need the right tool -- the one the company that put this out offers -- to track engagement. Step 6 is to track engagement (no doubt, with this tool).<div><br /></div><div><br /><div><span style="font-family: arial;"><b>The dichotomy that's wrong</b><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">What struck me more than the blatant selling in this presented-as-helpful-guide was the assumption of step 2, which focuses on a division of content that must appeal to people who love categories but that is, ultimately, counterproductive.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">It says: "Determine if your content is tactical or 'experience-driven'.” It then goes one to explain that "collateral related to the business image like presentation decks, press releases, and thought leadership" all goes into the "tactical" bucket.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">That is presented as distinct from "collateral related to demand gen activities, supported by personas, nurture content, event material, and industry-specific content" go into the "experience" bucket. The chef's kiss here is that the writer (I picture a college student intern using Chat GPT) adds in this note: "(hint: this is the one you want to focus on for demand gen)."</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">Now, if were to uphold this division of content type, something I don't advocate at all, I would definitely put thought leadership into the experience/demand gen bucket. No question about it that it belongs there. On the other hand, there is a very important form of content for the tactical bucket that is not named -- case studies or success stories.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">Ultimately, though, the division seems to be about the more direct sales enablement materials that would be considered tactical vs. the brand and relationship-building content that is more often associated with demand gen. The delusion of this division is that the former works for immediate conversions-- at least to the point of an MQL while the latter is the stuff you put out to get the person primed for the tactical stuff.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit !important;" /><span style="background-color: white; color: rgba(0, 0, 0, 0.9);">But in reality, your target customer won't be pushed into a linear funnel, neatly progressing from your ToFu to your MoFu to your BoFu content and take the action specified as soon as they hit the tactical content. The buyer's journey is a lot more complex and recursive than that, and recognizing this reality should be part of your first step in building your pipeline.</span></span></div><div><span style="font-family: arial;"><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"> Related:</span></span></div><div><span style="font-family: arial;"><span style="background-color: white; color: rgba(0, 0, 0, 0.9);"><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a></span></span></div><div><br /></div><div><div class="separator" style="clear: both; text-align: center;"><br /></div><br /></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-44952445462872683152024-02-28T17:41:00.004-05:002024-03-28T12:16:16.103-04:00Building foundations for castles in the air<p><br /></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">“If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.”</span></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">― Henry David Thoreau</span> </p><p><br /></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvSGY1LWuSMzKFWzD6Z2rcDj1eyjAR79ASkb7c5wRoYldWq7E7DS2eR3rqdJNNCB4oKL7D-8rAE-MCESV1XsO4gI-_KcmBfemfnF5jkA_ToLrT02N-AJTX7DU7ES9z8VhR36FparkxMfvy78BKwJusktQKO8XElfKFkJ6b8RP77E1Ime96EWZZJfJpPtSV/s1041/CastlesinAirGemini.png" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="513" data-original-width="1041" height="287" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvSGY1LWuSMzKFWzD6Z2rcDj1eyjAR79ASkb7c5wRoYldWq7E7DS2eR3rqdJNNCB4oKL7D-8rAE-MCESV1XsO4gI-_KcmBfemfnF5jkA_ToLrT02N-AJTX7DU7ES9z8VhR36FparkxMfvy78BKwJusktQKO8XElfKFkJ6b8RP77E1Ime96EWZZJfJpPtSV/w582-h287/CastlesinAirGemini.png" width="582" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;">Two results of the Gemini-generated pics for my prompt based on the quote. Let me know which one you prefer in the comments</span></td></tr></tbody></table><p></p><p><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">This is the essence of creative content marketing. You can start with the creative idea to construct something truly different and unique. But if it is not grounded in reality, which is the actual experiences of the target customer, then it will never be a sustainable structure.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">HT to </span><a data-attribute-index="0" data-entity-type="MINI_PROFILE" href="https://www.linkedin.com/in/ACoAAAsg0VYBi_p5jGlqAgE0iEbCjW-LdiIgzJY" style="background-color: white; border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; font-weight: var(--font-weight-bold); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); position: relative; text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: normal;">Alfredo A. Lopez</a><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"> for making the comment on </span><span face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><span style="background-color: white; border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: 14px; font-weight: var(--font-weight-bold); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); position: relative; touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><a href="https://www.linkedin.com/feed/update/urn:li:activity:7168630336040484865/?commentUrn=urn%3Ali%3Acomment%3A(activity%3A7168630336040484865%2C7168720664093245440)&dashCommentUrn=urn%3Ali%3Afsd_comment%3A(7168720664093245440%2Curn%3Ali%3Aactivity%3A7168630336040484865)">Tom Goodwin</a></span></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><a href="https://www.linkedin.com/feed/update/urn:li:activity:7168630336040484865/?commentUrn=urn%3Ali%3Acomment%3A(activity%3A7168630336040484865%2C7168720664093245440)&dashCommentUrn=urn%3Ali%3Afsd_comment%3A(7168720664093245440%2Curn%3Ali%3Aactivity%3A7168630336040484865)">'s post </a>that made me think of this.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" />I'm wondering if Tom's dichotomy was sparked by reading the "bothism" advocated by <a href="https://www.linkedin.com/in/ACoAAAAkAPMBsCdbZ-8VEGhPCr1-xDh1Dm1Mi3w">Mark Ritson</a>. <a href="https://www.marketingweek.com/ritson-bothism-cure-marketers-fascination-conflict/">https://www.marketingweek.com/ritson-bothism-cure-marketers-fascination-conflict/</a>in which he says:</p><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><p></p></blockquote><blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><p>We’ve had the decade-long custard-pie fight over ‘digital’ versus ‘traditional’ forms of communication. I remain completely bemused as to what these terms actually mean in 2020, given almost every form of communication from radio to outdoor is now demonstratively digital in delivery. And yet we have spent all this time pushing the benefits of one side and then defending the honour of the other.</p></blockquote><blockquote style="border: none; margin: 0px 0px 0px 40px; padding: 0px; text-align: left;"><p>Twenty minutes with a decent data set and an open mind would demonstrate to any marketer that when you adopt a Bothist view of communications and add a dash of traditional media to the digital cake mix, the whole confection improves dramatically as a result.</p></blockquote></blockquote></blockquote><p><br /></p><p><b>Related</b></p><p></p><a href="https://writewaypro.blogspot.com/2023/07/dont-just-aim-for-different.html">Don't just aim for different</a><br /><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a><br /><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html">What makes </a><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html">content marketing effective</a><a href="https://writewaypro.blogspot.com/2023/07/dont-just-aim-for-different.html"> </a><br /><a href="https://writewaypro.blogspot.com/2023/08/trying-to-stand-out-either-by-embracing.html">Trying to stand out </a><br /><div bis_skin_checked="1" style="color: #333333; font-size: 14px; margin: 0px; outline: none; padding: 0px;"><br /></div><div bis_skin_checked="1" style="color: #333333; font-size: 14px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><br /></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-44380815827474146642023-10-05T14:24:00.009-04:002024-03-19T18:19:17.289-04:00Nigerian prince scams updated for LinkedIn<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0azQ0eVwLs1DL_VHNLjSmVsv_-dJ9GAW5QuPN4j8Q6Kp3M0LpKAxFhJTl7bsfRQYnp4GxPWDVzt5YmH8mGK6tL1IGpeJQoP-8qrJTxBxH_oWmQ8pmGTO7k5-kDjTKr3ztFjmF6-X3GdLP9ngXeUPt5pisYMMXk4muCnao_vh2SFG3cIsJkKtCSo-0wuTc/s480/Sketchy.gif" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="480" data-original-width="480" height="385" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0azQ0eVwLs1DL_VHNLjSmVsv_-dJ9GAW5QuPN4j8Q6Kp3M0LpKAxFhJTl7bsfRQYnp4GxPWDVzt5YmH8mGK6tL1IGpeJQoP-8qrJTxBxH_oWmQ8pmGTO7k5-kDjTKr3ztFjmF6-X3GdLP9ngXeUPt5pisYMMXk4muCnao_vh2SFG3cIsJkKtCSo-0wuTc/w385-h385/Sketchy.gif" width="385" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><br /><br /><p><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: arial;">Today's Nigerian prince appears as the one who will teach you the secret to increasing your income.</span></p><p style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: arial;">I understand the need to pitch to try to make sales, and I get that people want to entice customers with concrete numbers. But I'm starting to think that like the classic Nigerian prince scams, they are deliberately aiming for low intelligence people who just swallow the promises of easy riches and hand over their money without question. </span></p><p style="text-align: left;"><span style="font-family: arial;">That's because I'm struck by how very unsophisticated they seem to assume their audience is. I got two pitches like that today -- one in my Linked Inbox after a person requested to connect to me and one in my actual email that the person obtained from my having attended one of his presentations.</span></p><h3 style="text-align: left;"><span style="font-family: arial;">Flattery only works on people whose egos exceed their intelligence</span></h3><p style="text-align: left;"><span style="font-family: arial;">Don't send an invitation to connect with someone and give them a false compliment leading right into your sales pitch. You're following a playbook and showing that you're trying to manipulate your mark, especially when it is very obvious that you're being so general because you are not, in fact, familiar with the person's work and are just pulling off their current place of work as reference. </span></p><p style="text-align: left;"><span style="font-family: arial;">For example, I just responded to an inmail with "What do you think I do at NYC Data Science Academy?" in response to the pitch that said this: </span></p><p style="text-align: left;"><span style="font-family: arial;"><br /></span></p><blockquote style="box-sizing: inherit; font-family: arial; line-height: inherit; overflow-wrap: break-word; word-break: break-word;">Hello Ariella, thank you for accepting my invitation.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />I love what you are doing at Nyc Data Science Academy<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />I recently helped Deekron, a client of mine,<br style="box-sizing: inherit; line-height: inherit;" />make an extra $25k a month without spending anything on ads<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />And I am sharing the exact process on my upcoming linkeidn [sic] event<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />If this interests you, here is the registration link:</blockquote><div><br /></div><p style="text-align: left;"><span style="font-family: arial;">I'm not sharing her link. I seriously doubt she loves what I'm doing because she can't really see what I'm doing at the school. My name doesn't go on the work I edit. In other words, I'm most invisible there.</span></p><p><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: arial;"><br /></span></span></span><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-family: arial;"><span style="box-sizing: inherit; line-height: inherit; word-break: break-word;">Anyone who is so obvious about throwing out flattery because she's too lazy to even try to make herself sound credible is not the type of person I want to work with. It makes me doubt her claims altogether.</span></span></span></span></p><h3><span style="font-family: arial;">Seeing is not believing</span></h3><div><span style="font-family: arial;">The email I opened was from Russ who charges $1500 a course that he hopes will attract up to 60 attendees at a time. He sent along this visualization with completely made-up numbers (notice no footnote for sources of info) to try to convince you that you can easily go from earning $25 an hour to $100 an hour and then to $250 and, ultimately, $500 an hour so long as you can sell yourself as a strategist.</span></div><p><br /></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/a/AVvXsEgKpULNu9gILP9ncMB0Z1dnyTDc1O2V9aZbxpc9c_BgMIP1U2s--djU9mKf7606w7eihOSovFIn0-Dv-k-7ntV3QiK3WvS82dfO4pxAwOLwqp63lvPfnXC1e5dhnJR-HU7IO3C5xH6g9U_GXTW25qxYaBQD2w6vSaRXFpYDi9HmWqmSFG6KEjOUMEEEEP75" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: arial;"><img alt="" data-original-height="723" data-original-width="1324" height="249" src="https://blogger.googleusercontent.com/img/a/AVvXsEgKpULNu9gILP9ncMB0Z1dnyTDc1O2V9aZbxpc9c_BgMIP1U2s--djU9mKf7606w7eihOSovFIn0-Dv-k-7ntV3QiK3WvS82dfO4pxAwOLwqp63lvPfnXC1e5dhnJR-HU7IO3C5xH6g9U_GXTW25qxYaBQD2w6vSaRXFpYDi9HmWqmSFG6KEjOUMEEEEP75=w455-h249" width="455" /></span></a></div><span style="font-family: arial;"><h3 style="text-align: left;"><span style="font-family: arial;">Everyone who is a mechanic can also be a quarterback</span></h3><div><span style="font-family: arial;">That assertion is ridiculous isn't it? Yet that's what's implied by the labels Russ decided to use for his visualization that </span>lies on very level, including deliberate vagueness and poor choice of words to represent the different roles. </div><div><br /></div><div>Why call the one who implements the plan a mechanic? Mechanics are not mindless drones who just follow orders. They're highly skilled workers, and they tend to comman salaries way above $25 an hour. </div></span><p></p><div><span style="font-family: arial;">And then why the shift from a job to a sport roles by choosing the term quarterback? It doesn't fit and again underestimates what real quarterbacks earn. </span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;"><div style="font-family: "Times New Roman";"><span style="font-family: arial;">In point of fact, even the lowest tier indicated here for freelance marketers/content producers, there are the ones who earn $25 an hour and the ones who earn $100 an hour for the creation, whether that is writing the blogs and social media posts or posting them. There's no fixed demarcation in terms of earning potential, as people will often have to do both the creation/plan and implementation. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">Now let's move to the top two tiers and the false demarcation between the consultant and strategist. Again, Russ is being very sloppy with terms, which really make me think that he is not just dishonest but not very good at what he claims brings him so much wealth. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><h3 style="font-family: "Times New Roman"; text-align: left;"><span style="font-family: arial;">False demarcations</span></h3><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">What he calls a strategist could also be called a consultant. A consultant simply means someone who works in a consulting capacity, which can be for anything. Even what he calls a mechanic or a quarterback could be hired as a consultant. In fact, I do work at all these levels described here under the title of a consultant, and I don't typically get $500 an hour or even $250 an hour. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">I'm not saying no one gets that. I'm sure some people do. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">However, those rates are usually only offered for very brief stints, just to set up the plan that will be executed by others who are charging less. That's why most consultants will not limit themselves to just the upper tier of work and secure maybe 10 hours per client. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">Instead, they would work on the range and accept some in-between range that may be around $200 an hour. Some senior writers end up earning that much, too, when they charge by the piece and work fairly quickly. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">Bottom line: the visualization paints a very false picture about the actual earnings and demarcations associated with different aspects of work in marketing. Anyone who really falls for the implied promise that your earnings will skyrocket to $500 an hour with full time hours as a result of taking a course is so easily duped that he or she would make a very lousy strategist, indeed. </span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;"><br /></span></div><div style="font-family: "Times New Roman";"><span style="font-family: arial;">Remember, as I pointed in <a href="https://writewaypro.blogspot.com/2023/09/the-secret-to-getting-rich-is-sell.html">The secret to getting rich is selling other on the secret</a>, if these people were really raking in as much as they claimed from their freelancing/consulting, they wouldn't have pivoted to the courses. They obviously make far more by taking in (pun intended) the freelancers seeking to improve their earnings than by hitting up the business managers with their claims of writing/marketing prowess. </span></div><div><span style="font-family: arial;"><br /></span></div></span></div><br /><div><br /></div><div><span style="font-family: arial;"><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; outline: none; padding: 0px; text-align: justify; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Related</p></span><br /><span style="font-family: arial;"><br /><a href="https://writewaypro.blogspot.com/2023/07/how-to-get-everything-wrong-in-pitch.html">How to get everything wrong in a pitch</a><br /><a href="https://writewaypro.blogspot.com/2023/08/another-pitch-that-goes-wrong.html">Another pitch that goes wrong</a><br /><a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html">A matter of degree</a><br /><a href="http://uncommoncontent.blogspot.com/2023/08/add-pinch-of-salt-to-ai-creativity.html">Add a pinch of salt to creative claims for AI</a></span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;"><br /></span></div><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1><div><span style="font-family: arial;"><br /></span></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-28483511795648307662023-09-05T11:24:00.001-04:002023-09-05T11:35:55.916-04:00The secret to getting rich is: sell others on the secret<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3VbzeeJAOFJfkT-8MTmrz8HHVnTm6mWm7AKJVGfdxApyy_XTovzgZruwnDZQl-YrEyYrXKoY6oIG7lv2FrqjWtWRrGovWp4Ck6xQBKA6bsbwlzvbkYut70_A6yU4R_kZQPLS_ZKndKNNJEcmDnaouW31emy8rih9nexH-LDBODgJgzBR6fuAWN8p-YOKd/s480/Somethingtothinkabout.gif" style="margin-left: 1em; margin-right: 1em;"><img alt="Moira Rose on "Schitt's Creek" saying "Something to think about!"" border="0" data-original-height="480" data-original-width="480" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3VbzeeJAOFJfkT-8MTmrz8HHVnTm6mWm7AKJVGfdxApyy_XTovzgZruwnDZQl-YrEyYrXKoY6oIG7lv2FrqjWtWRrGovWp4Ck6xQBKA6bsbwlzvbkYut70_A6yU4R_kZQPLS_ZKndKNNJEcmDnaouW31emy8rih9nexH-LDBODgJgzBR6fuAWN8p-YOKd/w640-h640/Somethingtothinkabout.gif" width="640" /></a></div><p><br /></p><h3 style="text-align: left;"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;">Everyone is doing it! </span></h3><span style="font-family: arial; font-size: medium;">I'm on an email list from one of the hundreds maybe even thousands of people currently positioning themselves as experts who offer "masterclasses" on improving one's earnings as an independent marketing professional. </span><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Today's email offers the tantalizing lure of drawing in clients that pay $60K a year. The possibility of getting just two of those pushes one into that highly coveted six-figure income slot. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Definitely worth paying $1500 to learn how to earn nearly 10x that amount this year, right?</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Then rational skepticism kicks in, and you think this: "If he really has no problem getting all these clients that put him in what he says is the top 1% of earners for this category, why would he take any time away from that highly lucrative work to produce these classes? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"> </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">He's not retired, so he's not just passing on what he's learned to the next generation. He'd be passing it on to his competition. Altruism is certainly not the motivation here because the cost of the classes are substantial, particularly for something that wholly virtual and not accredited. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><h3 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">How did we come to this? </h3><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Perhaps what happened is that when the economy was in a much better state, some of these consultants did very well. The self-proclaimed masters have, indeed, experienced high earnings. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">They had already acquired some key connections when the pandemic hit and create a new surge of demand for digital marketing content. With everyone working remotely anyway, it was a lot easier to be accepted as a consultant who delivered without having to be present in a NYC or LA office while still demanding the rates associated with those high-cost cities.</p><h3 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br />What a difference a year or two makes! </h3><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">However, times have changed. Now these people have found that they're not nearly as in-demand at present as they likely were when brands were investing heavily in content marketing, particularly during the pandemic. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Finding that their income has dropped, they are now trying to supplement it with courses and some with other materials you can purchase. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">In fact, some are even starting to boast about how much they've made from such sales. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Those who are trying to appeal to the value of exclusivity will like not publicize exactly how much they've made. For example, the "master" behind the course I described earlier claimed he will "restrict" attendance to 60 for his course to allow for "individual attention."</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"> At $1500 a pop that amounts to $90K over mere weeks. But that will only happen if he gets the 60, which I seriously doubt. I'm sure he'll get a handful of people, but I believe he priced something with no guarantees too high to attract the desperate.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Of course, there are techniques one could learn and improve. But it's not really the quality of your work or even the leads it brings in that guarantees you're paid what you're worth. However, my own experience of 18+ years in the biz has taught me that timing and connections count for far more. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Related</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;">A matter of degree</a></div><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><a href="http://uncommoncontent.blogspot.com/2023/08/add-pinch-of-salt-to-ai-creativity.html" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;">Add a pinch of salt to creative claims for AI</a></div><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><br /></div><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><br /></div><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><br /></div><div bis_skin_checked="1" style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0px; outline: none; padding: 0px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; outline: none; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="text-align: justify;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"> </p>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-3453380989162080522023-08-17T21:51:00.008-04:002023-08-31T11:05:45.179-04:00Why you always need the original source<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiO3kEp_N7PGzIIFuYktfitxniXFUuxqfdyL0qE5f0VskubzisnkNdoKP1vtzRA0Nv4xg_qWJ1BibuQgK7IPTd4HQATXItioxIb90yl_aEI1tuZ2-J4QPLRTaWjvlffe-Adx8ScKIMa50PGlpleg8LAXeHkKQ5LRWbGajlCgbIk4uI9SToma7hApzdIgu4x/s480/checksource.gif" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="480" data-original-width="480" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiO3kEp_N7PGzIIFuYktfitxniXFUuxqfdyL0qE5f0VskubzisnkNdoKP1vtzRA0Nv4xg_qWJ1BibuQgK7IPTd4HQATXItioxIb90yl_aEI1tuZ2-J4QPLRTaWjvlffe-Adx8ScKIMa50PGlpleg8LAXeHkKQ5LRWbGajlCgbIk4uI9SToma7hApzdIgu4x/w400-h400/checksource.gif" width="400" /></a></div><br /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 20px; white-space-collapse: preserve;"><br /></span><p></p><p><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;">Always, always go to the source cited to judge how relevant it is. That's my rule of thumb -- not just for my journalistic work but even for my content marketing. And it never ceases to amaze me how many people don't bother with that even while positioning themselves as authorities on the subject. </span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjykCO0syWO9BkPTdMdfqyIScKs7SqTZyIGum_-1qumOmojURvcZPrCPKXMOVqxG6fee9Fgpa7XNa_kTYIE68KjW0OWwO9eUgHTTF9mVOwYZ8WBnm-6GvUUrYMBzCbenb06-fsk7B-7pCgUIHdTDcirssPdJ4j0_NoC5bHCmdMWMSC4vPV2Dm7Kzzh4VEUB/s640/i-know-im-going-to-regret-it-in-like-a-minute-annie-murphy%20(1).gif" style="margin-left: auto; margin-right: auto;"><img alt="Alexis Rose on "Schitt's Creek" saying, "I know i'm going to regret tis in like a minute."" border="0" data-original-height="640" data-original-width="640" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjykCO0syWO9BkPTdMdfqyIScKs7SqTZyIGum_-1qumOmojURvcZPrCPKXMOVqxG6fee9Fgpa7XNa_kTYIE68KjW0OWwO9eUgHTTF9mVOwYZ8WBnm-6GvUUrYMBzCbenb06-fsk7B-7pCgUIHdTDcirssPdJ4j0_NoC5bHCmdMWMSC4vPV2Dm7Kzzh4VEUB/w400-h400/i-know-im-going-to-regret-it-in-like-a-minute-annie-murphy%20(1).gif" width="400" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><br /><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">I knew I'd regret it, but I gave into temptation and clicked on an article with the title "<span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">How to Write Headlines That Grab Attention and Convert"</span></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">It gave the usual advice that most seasoned writers already know, including writing the title only after you've finished writing the article, being specific but not giving everything away, etc. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3SZdvgYA-BY0wjQnu65CZ_z8nRpJyNJ0E9CrXJ98h_ZCZuboDhfpyj7UryqndUcPaLWQ8-wNt_JhkW5Zwn6ITB-zFgHL1Spk9o4qNngknDgqiEXLoyN7jvKOVEBnkxG5ThmBfSsGE64PUKTBAuFicjPIU6asDVb9wDdWCpj7NlpzX9ibhhulcIWjJ4p0J/s498/you-dont-think-i-know-that-david-rose.gif" style="margin-left: 1em; margin-right: 1em;"><img alt="David Rose on "Schitt's Creek" saying, "You don't think I know that?"" border="0" data-original-height="498" data-original-width="498" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3SZdvgYA-BY0wjQnu65CZ_z8nRpJyNJ0E9CrXJ98h_ZCZuboDhfpyj7UryqndUcPaLWQ8-wNt_JhkW5Zwn6ITB-zFgHL1Spk9o4qNngknDgqiEXLoyN7jvKOVEBnkxG5ThmBfSsGE64PUKTBAuFicjPIU6asDVb9wDdWCpj7NlpzX9ibhhulcIWjJ4p0J/w400-h400/you-dont-think-i-know-that-david-rose.gif" width="400" /></a></div><br /><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">But it also sought to add insight taken) from <a href="https://cdn2.hubspot.net/hub/53/file-2505556912-pdf/Data_Driven_Strategies_For_Writing_Effective_Titles_and_Headlines.pdf">"Data Driven Strategies for Writing Effective Titles & Headlines</a>," the 28 page report put out by <a class="ql-mention" data-entity-urn="urn:li:fsd_company:68529" data-guid="0" data-object-urn="urn:li:organization:68529" data-original-text="HubSpot" data-test-ql-mention="true" href="https://www.linkedin.com/company/427658/admin/feed/posts/#" spellcheck="false" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: 600; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">HubSpot</a> and <a class="ql-mention" data-entity-urn="urn:li:fsd_company:147120" data-guid="1" data-object-urn="urn:li:organization:147120" data-original-text="Outbrain" data-test-ql-mention="true" href="https://www.linkedin.com/company/427658/admin/feed/posts/#" spellcheck="false" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: 600; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Outbrain</a>.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Instead of putting in the title and link properly as you should do for anything you cite, it introduced the information this way:</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"> </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"></span></p><blockquote><h4 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Lessons from a 3-Million Headline Study</span></h4><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">HubSpot and Outbrain analyzed more than 3 million paid link headlines from Outbrain’s network of 100,000+ publisher sites to find out what kinds of headlines can increase CTR, reader engagement and conversions, and this is what they found:</p></blockquote><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">It then proceeded to share stats and insights from that study for the next 16 paragraphs. (I'm not exaggerating; I counted them). Despite drawing heavily on the study, the article never puts in a link to it. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">In fact, it never even shares the title, which made it a bit more difficult to find. But I am nothing if not<a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html"> persistent when it comes to research and tracking things down</a>.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">I located the original source, which says that it was based on headlines in the time period of 2013-2014. That's right, the data is form nearly 10 years ago. In the world of online content, I wouldn't bank on anything more than two years old to still be current. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">So why did the writer of an article published in August 2023 not include the link? It's possible that he deliberately intended to obscure that bit of historical context by not linking directly to the source. What's more likely, though, is that he came across another secondary source that cited those figures and takeaways and so didn't even know when the original study came out. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Unfortunately, that is often the case for writers who just go with the first Google result, which is more-often-than-not not the original source. You have to dig more to get the source in context. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;">Related:</span></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html">A matter of degree</a></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;"><a href="https://writewaypro.blogspot.com/2023/07/how-to-get-everything-wrong-in-pitch.html">How to get everything wrong in a pitch</a></span></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/add-pinch-of-salt-to-ai-creativity.html">Add a pinch of salt to creative claims for AI</a></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/the-perils-of-prompt-engineering.html">The perils of prompt engineering</a></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-46728584223757145032023-08-16T18:09:00.007-04:002023-08-31T11:06:20.000-04:00Trying to stand out either by embracing digital or going old-school<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjM1DWQWjocWy5FFrtvjq6UQe8Tgz3w9WB94PwQr2l-WWaHMku8cGDloYo7qhnrrGlAAnv0zNCC6Kmp-aKe8mn93rxN6MP3pxRUEfassyFQ1ZfKbBgKPMMd3Wnxl2VivMs1sQF9YR_lqrZ285p4ImcJLhHXjWwazKpozVVrp48dH3iVrdaIY_w7AnCogS8/s400/noeonlyonewithonlinepresence.gif" style="margin-left: auto; margin-right: auto;"><span style="font-family: arial;"><img alt="Johnny Rose on "Schitt's Creek" saying, "You're not the only one with an online presence."" border="0" data-original-height="400" data-original-width="400" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjM1DWQWjocWy5FFrtvjq6UQe8Tgz3w9WB94PwQr2l-WWaHMku8cGDloYo7qhnrrGlAAnv0zNCC6Kmp-aKe8mn93rxN6MP3pxRUEfassyFQ1ZfKbBgKPMMd3Wnxl2VivMs1sQF9YR_lqrZ285p4ImcJLhHXjWwazKpozVVrp48dH3iVrdaIY_w7AnCogS8/w640-h640/noeonlyonewithonlinepresence.gif" width="640" /></span></a></td></tr><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><br /><div><span style="font-family: arial;">Johnny Rose is right, and that's a major problem for marketers.EVERYONE has an online presence, and EVERYONE is using digital ads, emails, and even texts to try to stay top-of-mind for their target customers. </span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">We're all inundated by ads any time we go online. For brands looking to get attention, what's the best way? Should the up the ante on digital with splashy CGI effects to achieve viral status? Or should they take the opposite track and return to paper images for billboards and catalogs to connect more intimately and concretely with their customers? </span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">Both approaches are currently in use, and the splashy ones are definitely getting more coverage.</span></div><div><span style="font-family: arial;"><br /></span></div><h2 style="text-align: left;"><span style="font-family: arial;">Upping the ante for digital</span></h2><div><span style="font-family: arial;">You must have seen the gargantuan Maybelline mascara wands appearing to brush giant lashes no buses and Tube trains:</span></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="301" src="https://www.youtube.com/embed/NvYJWeg-cic" width="422" youtube-src-id="NvYJWeg-cic"></iframe></div><br /><div><br /><div><br /></div><div><br style="box-sizing: inherit; line-height: inherit;" /><span style="font-family: arial;">A similar tactic was used to show a skyscraper-high Barbie stepping out of her box in Dubai. </span></div><span style="font-family: arial;"><br /></span><div><span style="font-family: arial;"><br /></span><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgl6vxnEwGRqnQVuPdoWxys23POnnc_JkVv9MoOJs75q98CD7oEX7hpgS7U1xTH7EehG6obPLhOmWPsI0kHjx-xA4JgBWcR3moxyKkbRWr502Li6H2m-I77NR4mHiDRMpQmQaDKCvO95oA8RSC1-iZ9FAEVBm9JETz0DWeJllkqp6oo1gLOsxLIvUQ8cSl/s753/Barbie.png" style="margin-left: 1em; margin-right: 1em;"><span style="color: black; font-family: arial;"><img border="0" data-original-height="753" data-original-width="601" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgl6vxnEwGRqnQVuPdoWxys23POnnc_JkVv9MoOJs75q98CD7oEX7hpgS7U1xTH7EehG6obPLhOmWPsI0kHjx-xA4JgBWcR3moxyKkbRWr502Li6H2m-I77NR4mHiDRMpQmQaDKCvO95oA8RSC1-iZ9FAEVBm9JETz0DWeJllkqp6oo1gLOsxLIvUQ8cSl/s320/Barbie.png" width="255" /></span></a></div><span style="font-family: arial;"><br /></span><div><span style="font-family: arial;"><br style="box-sizing: inherit; line-height: inherit;" />Both the makeup and Barbie movie promo grabbed a lot of attention because they looked like real custom installations on location. Many people first thought that there really were giant lashes attached to a bus or train. In fact, though, these outsized promos only existed in the digital realm. You could only see the CGI-generated mascara, lashes, and towering doll on a video that blended them with a real background. effects with the real world. </span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;">The amount of buzz generated by indicating that digital out-of home (DOOH) AKA faux OOH advertising may be the one to opt for to get the most publicity bang for your advertising bucks. While no one has shared exactly what these headline-grabbing stunts cost, it seems that they may be more economical than traditional OOH advertising setups.</span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;"><br /></span></div><div><h2><span style="font-family: arial; font-size: small;">Retreating from digital </span></h2></div><div><span style="font-family: arial;"><br /></span></div><div><span style="background-color: white;"><span style="font-family: arial;">Perhaps when the everyone else is zigging toward digital, the way to zag is to go in the opposite direction. That's seems to be the thinking of some brands that are conspicuously embracing good, old-fashioned paper to connect with customers.</span></span></div><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><div><span style="background-color: white;"><span style="font-family: arial;">It may not be altogether surprising that a bricks-mortar icon would return to its roots of publishing a paper catalog for its anniversary sale, a practice that it had abandoned only four years ago in the case of Nordstrom reintroducing the paper catalogs that it had abandoned in 2019. </span></span></div><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><div><span style="background-color: white;"><span style="font-family: arial;">But even a brand born in the digital age is turning to paper. </span></span><span style="background-color: white; font-family: arial;">Zappos put its 2023 back-to-school catalog in paper format to be mailed out, </span><a href="https://digiday.com/marketing/why-brands-like-nordstrom-and-zappos-are-revisiting-print-marketing/" style="font-family: arial;">Digiday reports</a><span style="background-color: white; font-family: arial;">,</span><span style="background-color: white; font-family: arial;"> Perhaps the Amazon-owned shoe retailer is taking a cue from the ultimate online seller, which has mailed out holiday season toy catalogs since 2018. </span></div><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><div><span style="background-color: white;"><span style="font-family: arial;">Amazon also has found it effective to use mail out paper letters, as I described in <a href="https://writewaypro.blogspot.com/2021/07/amazons-uses-snail-mail-for-direct-mail.html" target="_blank">Amazon Uses Snail Mail</a>. Amazon invests in the extra cost of printing and postage because when our digital inboxes hold thousands of unread messages, we still tend to open the envelopes that come in the mail. </span></span></div><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><h2 style="text-align: left;"><span style="font-family: arial; font-size: small;">Reviving traditional OOH </span></h2><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;">Instead of trying to compete with Maybelline to achieve virality from a faux OOH marketing setup, cosmetic brand </span><a data-attribute-index="0" data-entity-type="MINI_COMPANY" href="https://www.linkedin.com/company/murad/" style="background-color: white; border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-weight: var(--font-weight-bold); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); position: relative; text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: normal;">Murad</a><span style="background-color: white;"> is investing in traditional billboards in New York and Los Angeles to promote its products and store.</span><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><span style="background-color: white;">"The social space has become so competitive, it’s [become more] interesting for us to think about how to advertise differently,” Paul Schiraldi, CEO of Murad told <a href="https://www.glossy.co/beauty/murad-runs-first-ever-times-square-billboard-as-ooh-advertising-makes-a-comeback/.">Glossy</a> .“It’s the old-school reach and frequency media advertising strategy, but it works.”</span><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><span style="background-color: white;">While traditional may resonate more with the viewers who see the actual billboards in strategic locations, including Times Square, instead of having to view the effect on a screen, it certainly doesn't raise the same level of buzz as the CGI-enabled promotions.</span><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /><span style="background-color: white;">But, at the end of the day, the goal is not just to have people talk about your promotions but to incentivize them to actually buy your products. So this may play out well for the company's revenue goals if it brings in their target market around that location. </span></span></div><div><span style="background-color: white;"><span style="font-family: arial;"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;">There's good data to back that assumption: </span><span style="background-color: white;">The Out of Home Advertising Association of America (<a href="https://oaaa.org/">OAAA</a>) recently reported that its popular has been increasing and accounted for <a href="https://oaaa.org/resources/annual-quarterly-revenue/">$1.82 billion in spending in just the first quarter of 2023</a>. Businesses don't usually spend that kind of money unless they expect to achieve substantial ROI.</span></span></div><div><span style="font-family: arial;"><br /></span></div><div><span style="font-family: arial;"><span style="background-color: white;">If you were faced with the choice of investing in paper or digital promotions, which would you choose? </span><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /></span></div></div></div><div><span style="font-family: arial;"><span style="background-color: white;"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;">Visit <a href="http://WriteWayPro.weebly.com">WriteWayPro.weebly.com</a> Like and follow on <a href="https://www.facebook.com/writewaypro.weebly">Facebook</a> and on <a href="https://www.linkedin.com/company/write-way-pro">LinkedIn</a></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;"><br /></span></span></div><div><span style="font-family: arial;"><span style="background-color: white;"><div style="font-family: "Times New Roman";"><b>Related: </b></div><div style="font-family: "Times New Roman";"><a href="https://writewaypro.blogspot.com/2023/07/dont-just-aim-for-different.html">Don't just aim for different</a><br /><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a></div><div style="font-family: "Times New Roman";"><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html" style="display: inline; outline: none; text-align: justify; transition: color 0.3s ease 0s;">What makes </a><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html">content marketing effective</a><br /><a href="https://writewaypro.blogspot.com/2023/06/what-little-prince-teaches-us-about.html">What the Little Prince teaches us about marketing</a></div><div style="font-family: "Times New Roman";"><br /></div><div style="font-family: "Times New Roman";"><br /></div></span></span></div><div><span style="background-color: white;"><span style="font-family: arial;"><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div></span></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-12323188245328005312023-08-11T09:34:00.007-04:002023-10-12T09:33:51.531-04:00Another pitch that goes wrong<p> </p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2yQd6ggAr8ovZTV9JLwme-3SWNGIS6tF8yiXQnSfNMcjP9H99pU9XtES4VqBNQELKhVAxgsPZlwE2mwega5bp5WaC0GTYaTuE4fROnUUywwjXgIyKHILLZbfXkZU71vw_8yrhxTt0dpBZOlTtXxewqhbtZlnwKfbgmDIMldydfTmBU0VhvCVvHShZJULR/s400/SoMnayWrongThings.gif" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="224" data-original-width="400" height="258" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2yQd6ggAr8ovZTV9JLwme-3SWNGIS6tF8yiXQnSfNMcjP9H99pU9XtES4VqBNQELKhVAxgsPZlwE2mwega5bp5WaC0GTYaTuE4fROnUUywwjXgIyKHILLZbfXkZU71vw_8yrhxTt0dpBZOlTtXxewqhbtZlnwKfbgmDIMldydfTmBU0VhvCVvHShZJULR/w461-h258/SoMnayWrongThings.gif" width="461" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"></td></tr></tbody></table><br /><p></p><p><span face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif">This pitch arrived in my LinkedIn messages today: </span></p><ul class="msg-s-message-list-content list-style-none full-width mbA" style="background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; list-style: none; margin-bottom: auto; min-height: auto; padding: 1.6rem 0px 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: 452.135px; z-index: 1;"><li class="msg-s-message-list__event clearfix" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><div bis_skin_checked="1" class="msg-s-event-listitem msg-s-event-listitem--m2m-msg-followed-by-date-boundary msg-s-event-listitem--last-in-group msg-s-event-listitem--inmail msg-s-event-listitem--other" data-event-urn="urn:li:msg_message:(urn:li:fsd_profile:ACoAAAK3g6IBSHO5FJZwSzZJDrABaA3ZSBufKVg,2-MTY5MTc0MDMyMDQ3MWIxODAzOC0wMDQmYWI5OTA5ZDUtMWE5Zi00YmM3LThhOTMtZDAzZGM0ZDQ5Y2FkXzAxMw==)" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; display: flex; flex-direction: column; font-size: var(--artdeco-reset-base-font-size-hundred-percent); list-style: none; margin: 0px; padding: 0px; position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: 452.135px;"><div bis_skin_checked="1" class="msg-s-event-listitem__message-bubble msg-s-event-listitem__message-bubble--msg-fwd-enabled" style="background-color: var(--color-background-none-tint-hover); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; display: inline-block; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); max-width: 100%; padding: 0px; position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="0"><div bis_skin_checked="1" class="msg-s-event-with-indicator display-flex" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; display: flex; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><div bis_skin_checked="1" class="msg-s-event__content" dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: calc(100% - var(--spacing-six-x));"><p class="msg-s-event-listitem__body t-14 t-black--light t-normal" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; -webkit-font-smoothing: antialiased; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); font-weight: var(--artdeco-reset-typography-font-weight-normal); line-height: var(--artdeco-reset-typography_getLineHeight); margin-bottom: 0.4rem; margin-right: 0px; margin-top: 0.4rem; margin: 0.4rem 0px 0.4rem calc(40px + 0.8rem + 0.8rem); overflow-wrap: break-word; padding-right: 1.2rem; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve-breaks;">Hello Mam,
I want to collaborate with you regarding articles publications on <a class="app-aware-link link-without-visited-state" data-test-app-aware-link="" href="http://techopedia.com/" rel="noopener" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" target="_blank">techopedia.com</a>
plz respond so we could discuss further.</p></div></div></div></div></li></ul><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><br /></span></div><div><div bis_skin_checked="1" class="feed-shared-update-v2__description-wrapper mr2" style="background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin-right: 0.8rem; margin-top: 0.8rem; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div bis_skin_checked="1" class="feed-shared-inline-show-more-text feed-shared-update-v2__description feed-shared-inline-show-more-text--minimal-padding feed-shared-inline-show-more-text--expanded" data-artdeco-is-focused="true" style="--artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: 2rem; margin: 0px 1.6rem; max-height: none; max-width: 928px; outline: none; overflow: hidden; padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">It's amazing how many wrong notes a person can pack into such a short message.</span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br style="box-sizing: inherit; line-height: inherit;" />1. What is this "Mam" doing here? I'm not clear on whether he was going a casual "Hey, man," vibe and mistyped the last letter or if he is misspelling Ma'am as in Madame. But why would he do that when he can address me properly by name?</span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br style="box-sizing: inherit; line-height: inherit;" />2. Jumping right into what you want without establishing some basis to interest me in the endeavor. What value is supposed to be in this for me? Do you have industry insight to share? More likely, he's just hoping to get his company offerings described in a publication without paying for it.</span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br style="box-sizing: inherit; line-height: inherit;" />3. While he may have found me from Techopedia, he did not bother to check that on profile I show it as ending a couple of months back when the publication was sold to a new owner. It's being taken in quite a different direction by a company that heavily pushes gaming and crypto and so is no longer the same type of publication that I contributed to.</span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br style="box-sizing: inherit; line-height: inherit;" />4. What's up with this nonstandard "plz" in this context? You're not texting a buddy but trying to set up some kind of working relationship with someone new, so this is hardly the way to express yourself.<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />In a certain mood, I may have responded, but I decided to write about this instead. Any other writers get similar messages with the same pattern?</span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></span></span></span></div><h2 style="box-sizing: inherit; position: relative; text-align: left;"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">One bad turn deserves another</span></span></span></h2><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Later, the same day, I got this message (all misspelled words retained from the original):</div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><ul class="msg-s-message-list-content list-style-none full-width mbA" style="border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; list-style: none; margin-bottom: auto; min-height: auto; padding: 1.6rem 0px 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: 483.636px; z-index: 1;"><li class="msg-s-message-list__event clearfix" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><div bis_skin_checked="1" class="msg-s-event-listitem msg-s-event-listitem--m2m-msg-followed-by-date-boundary msg-s-event-listitem--last-in-group msg-s-event-listitem--inmail msg-s-event-listitem--other" data-event-urn="urn:li:msg_message:(urn:li:fsd_profile:ACoAAAK3g6IBSHO5FJZwSzZJDrABaA3ZSBufKVg,2-MTY5MTc3NDEyMTE1NmIyNjIwNS0wMDQmNDFkNDkzZjgtN2Y4YS00MzNhLTkwNzQtMmUwNjUxMzc5ZDE2XzAxMw==)" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: border-box; display: flex; flex-direction: column; font-size: var(--artdeco-reset-base-font-size-hundred-percent); list-style: none; margin: 0px; padding: 0px; position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: 483.636px;"><div bis_skin_checked="1" class="msg-s-event-listitem__message-bubble msg-s-event-listitem__message-bubble--msg-fwd-enabled" style="background-color: var(--color-background-none-tint-hover); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; display: inline-block; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); max-width: 100%; padding: 0px; position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="0"><h3 class="msg-s-event-listitem__subject t-14 t-black--light t-bold" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); font-weight: var(--artdeco-reset-typography-font-weight-bold); line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding-bottom: 0.8rem; padding-right: 0.8rem; padding-top: 0.8rem; padding: 0.8rem 0.8rem 0.8rem calc(40px + 0.8rem + 0.8rem); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Guest posting equries</h3><div bis_skin_checked="1" class="msg-s-event-with-indicator display-flex" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; display: flex; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><div bis_skin_checked="1" class="msg-s-event__content" dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); width: calc(100% - var(--spacing-six-x));"><p class="msg-s-event-listitem__body t-14 t-black--light t-normal" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; -webkit-font-smoothing: antialiased; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); font-size: var(--artdeco-reset-typography_getFontSize); font-weight: var(--artdeco-reset-typography-font-weight-normal); line-height: var(--artdeco-reset-typography_getLineHeight); margin-bottom: 0.4rem; margin-right: 0px; margin-top: 0.4rem; margin: 0.4rem 0px 0.4rem calc(40px + 0.8rem + 0.8rem); overflow-wrap: break-word; padding-right: 1.2rem; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve-breaks;">Hi!
I saw the page of your blog <a class="app-aware-link link-without-visited-state" data-test-app-aware-link="" href="http://techopedia.com/" rel="noopener" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" target="_blank">techopedia.com</a> and I saw that the page the page of your blog is beautiful and well decorated. I really enjoy your recent blog post. It is very effective and interesting. I want to share my thoughts on your blog. I totally understand that there would be some editorial fee involved and I'm ready to pay.
I hope so you will like my suggestion and we will get benefited mutually side by side and this will help us both to rank our business.
It's my pleasure that we work together I have bulk orders on your sites. Kinldy share your sites lists.
Then we work mutually together.
I hope u understand well.
I'm waitning for your positive response
Kind regards</p></div></div></div></div></li></ul><div><span style="white-space-collapse: preserve-breaks;"><br /></span></div><h2 style="text-align: left;"><span style="white-space-collapse: preserve-breaks;">A few weeks later, I got this doozy</span></h2><div><span style="white-space-collapse: preserve-breaks;"><blockquote><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="color: #222222; font-family: "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: small; width: 100%;"><tbody><tr><td align="left" style="margin: 0px;"><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="width: 100%;"><tbody><tr><td style="margin: 0px;">I visited your YouTube channel and found that your channel videos are not SEO optimized and your videos have very low SEO scores. If you want me to grow your channel more and grow your business and your videos go viral, I will do on-page and off-page SEO optimization with your channel videos and work with actionable and performance tags of your videos and improve the SEO score of each of your videos to 95 plus score out of 100. As a result, your videos will go viral, every video will rank on YouTube, YouTube will get your videos first in search engines and people will find your videos very easily and your videos will come up in google-search. And I will promote your YouTube channel organically and manually. As a result, your channel will get more subscribers, likes, views and watch time day by day. As a proof I am giving you a sheet with before and after SEO results with links to some of my client's channel videos that are live on YouTube where you can see all the details.<br />Please check this:[redacted]<br />Please feel free to inbox me if you have any questions!</td></tr></tbody></table></td></tr></tbody></table></blockquote><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="color: #222222; font-family: "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: small; width: 100%;"><tbody><tr><td align="left" style="margin: 0px;"><table border="0" cellpadding="0" cellspacing="0" role="presentation" style="width: 100%;"><tbody><tr><td style="margin: 0px;"></td></tr></tbody></table></td></tr></tbody></table></span></div><div><span style="white-space-collapse: preserve-breaks;"><br /></span></div><div><span style="white-space-collapse: preserve-breaks;">The reason it's such a doozy is that I don't have a YouTube channel, so the claim that he checked it automatically mark him an incompetent liar -- not someone I'd ever consider giving my business.</span></div><div><span style="white-space-collapse: preserve-breaks;">Related:</span></div><div><span style="white-space-collapse: preserve-breaks;"><a href="https://writewaypro.blogspot.com/2023/07/how-to-get-everything-wrong-in-pitch.html">How to get everything wrong in a pitch</a></span></div><div><br /></div><div><br /></div><div><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div><div><span style="white-space-collapse: preserve-breaks;"><br /></span></div></div></div></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-11290851049663133692023-08-09T16:30:00.008-04:002023-08-31T11:10:22.954-04:00Marketers fall for the streetlight effect<div><span face=""Google Sans", Roboto, arial, sans-serif" style="background-color: white; color: #202124; font-size: 20px;">There are more things in the buyer's journey t</span><span face=""Google Sans", Roboto, arial, sans-serif" style="background-color: white; color: #202124; font-size: 20px;">han are dreamt of in your tracking system. </span></div><div><span face=""Google Sans", Roboto, arial, sans-serif" style="background-color: white; color: #202124; font-size: 20px;"><br /></span></div><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white;"></span></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhh-5ONbIeq-m2NoXDklaA8lhGAcvOFBXtnlG3xT7BMGG1loqYxk2HFhKnc5Nx1LhVo4IEMvCVUogx77_hfL-ouhfyqWueJ-I2m50DH3G5PXfc4WRoeAgrbYG1w5ZFLcbPb_2YPTHvBRNub1iX96nmhXgTpnRFjg3rkcqIZq3zz3Ee406UBXX_ZwP3_PT6Y/s463/steetlight.png" style="margin-left: auto; margin-right: auto;"><span style="font-size: x-small;"><img border="0" data-original-height="268" data-original-width="463" height="185" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhh-5ONbIeq-m2NoXDklaA8lhGAcvOFBXtnlG3xT7BMGG1loqYxk2HFhKnc5Nx1LhVo4IEMvCVUogx77_hfL-ouhfyqWueJ-I2m50DH3G5PXfc4WRoeAgrbYG1w5ZFLcbPb_2YPTHvBRNub1iX96nmhXgTpnRFjg3rkcqIZq3zz3Ee406UBXX_ZwP3_PT6Y/s320/steetlight.png" width="320" /></span></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><span style="font-size: x-small;">Illustration of the streetlight effect or the drunkard's search</span></td></tr></tbody></table><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white;"><br /><span style="font-size: 14px;">The mistake marketers, especially SaaS B2B marketers, make in focusing on what is easy to measure rather than on what is truly meaningful reminds me of an old joke that has gained the distinction of the name "the drunkard's search" or the streetlight effect."</span></span><p></p><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">It goes like this:</span><div><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">A police officer sees a drunken man searching the ground under a streetlight. He asks what he's looking for, and the man answers that he dropped his wallet (or a quarter or keys in some versions).</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">The policeman aids him in the search for a few minute but doesn't find anything. He then ask the man if he's certain he dropped it there.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">No, he said, he dropped the wallet across the street.</span><div><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">"Then why are you looking here?"</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">“The light is better on this side." </span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">In the same way, B2B marketers go for the light -- whatever is easily tracked -- even if the key information like what really made an impression on the customer cannot be found in the click stats and the like. The actual trigger that converted the prospect into a customer may not be something you sent at all but a recommendation on a review site or even one given orally by a friend. </span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">But you wouldn't likely discover that if you limit your understanding to what your analytics tell you about your site, blog, and social media content. </span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;">Related:</span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;"><div><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a></div><div><a href="https://writewaypro.blogspot.com/2023/08/how-does-content-marketing-keep-things.html">How content marketing keeps it Rrreal</a></div><div><a href="https://writewaypro.blogspot.com/2023/06/what-little-prince-teaches-us-about.html">What the Little Prince teaches us about marketing</a></div></span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;"><a href="https://writewaypro.blogspot.com/2023/07/how-to-get-everything-wrong-in-pitch.html">How to get everything wrong in a pitch</a></span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><br /></div><div><h1 class="title entry-title" itemprop="name" style="display: table-cell; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><br /></h1><br /><br /><br /></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-77332937712887915832023-08-02T21:19:00.003-04:002023-08-31T11:11:21.682-04:00How content marketing keeps things R-R-R-E-A-L<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVCqNz438gDBhnyF3ND31mfTM6ixkUI35fKkfrKFYOurMjnVyS4jVrHfoei8_qzK1JFBlsHhXVyf8HJbbs5LDUAKT2v9EuimjRp8bQRtMqfyXr6gkb12Ks5T4xI59c9h9vKariOk_BDZzufKuGsZHMpguszg3qE-vyX0lXwLdyADPNp6Kk6EybaPXnoSjP/s480/doesn'tfeelreal.gif" style="margin-left: 1em; margin-right: 1em;"><img alt=""schitt's Creek": Johnny Rose telling Moira, "It still doesn't feel real"" border="0" data-original-height="480" data-original-width="480" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVCqNz438gDBhnyF3ND31mfTM6ixkUI35fKkfrKFYOurMjnVyS4jVrHfoei8_qzK1JFBlsHhXVyf8HJbbs5LDUAKT2v9EuimjRp8bQRtMqfyXr6gkb12Ks5T4xI59c9h9vKariOk_BDZzufKuGsZHMpguszg3qE-vyX0lXwLdyADPNp6Kk6EybaPXnoSjP/w640-h640/doesn'tfeelreal.gif" width="640" /></a></div><br /><p></p><p><br /></p><p>C<span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">ontent marketing is the heart of an organic growth strategy. When you do it right, you keep things </span><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">RRREAL</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">, as you increase:</span></p><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">R</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">each, as more people in your target market become aware of your brand</span><br style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;" /><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;"></span><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">R</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">etention, thanks to nurturing the relationship with relevant content</span><br style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;" /><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;"></span><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">R</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">evenue from gaining new customers and increasing the LTV of existing ones</span><br style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;" /><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">E</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">ngagement, as people read, like, respond to, and share your content</span><br style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;" /><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">A</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">uthority in the eyes of readers and Google's algorithms as your content gains more clicks and rises in the ranks </span><br style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;" /><strong style="background-color: white; color: #555555; font-family: Merriweather, arial, sans-serif; font-size: 13.5px;">L</strong><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;">eads when people in your target market who respond to your content connects with you</span><div><span face="Merriweather, arial, sans-serif" style="background-color: white; color: #555555; font-size: 13.5px;"><br /></span></div><div><span style="background-color: white; color: #555555; font-family: arial; font-size: medium;">Learn more here: <a href="http://WriteWayPro.weebly.com">WriteWayPro.weebly.com</a></span></div><div><br /></div><div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;">Related:</span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;"><div><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a></div><div><a href="https://writewaypro.blogspot.com/2023/07/how-to-get-everything-wrong-in-pitch.html">How to get everything wrong in a pitch</a></div></span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-61399399280104700332023-07-24T09:13:00.005-04:002023-09-06T15:22:42.630-04:00How to get everything wrong in a pitch<p> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn4O2atVhkrLYtNo8UFhtVCeVV6VovBxKl3cc8tTyGTDZ0WAeojjTmBifJOgpYkwv_qYtMa6B1H6rcQKi5NLgzBqFSDTbNHVIGYPblTTT_WlnRKviGvQ-7YKTPAE0Y4qCsvwnb-Qe3r3eqtLBtPi3Nh6DnOAsBHDvONO1W8RRu_tFGaeShEjvVVpOmMokl/s500/isthatwhat%20itsays.gif" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img alt="David Rose on "Schitt's Creek" saying "Is that what it says?"" border="0" data-original-height="500" data-original-width="500" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhn4O2atVhkrLYtNo8UFhtVCeVV6VovBxKl3cc8tTyGTDZ0WAeojjTmBifJOgpYkwv_qYtMa6B1H6rcQKi5NLgzBqFSDTbNHVIGYPblTTT_WlnRKviGvQ-7YKTPAE0Y4qCsvwnb-Qe3r3eqtLBtPi3Nh6DnOAsBHDvONO1W8RRu_tFGaeShEjvVVpOmMokl/w640-h640/isthatwhat%20itsays.gif" width="640" /></a></p><br /><p></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;">Some of the work I do for clients extends to drafting Letters of Introduction (LOI) for them to use as a cold email or introduction on LinkedIn. The general principles behind crafting such letters is to keep them brief (like five sentences long), focused on the interests of the receiving party, and not to attempt to sell on the spot.</span></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;">Rarely do people get all the above right. Instead of starting with LOIs to ease into gauging interests, they tend to move directly into pitches, and many of those are the opposite of intriguing.</span></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;"><br /></span></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-family: arial; font-size: 20px; white-space-collapse: preserve;">I recently put up a post on LinkedIn about red flags in cold pitches. Someone seems to have mistaken that as an invitation. Today I saw an Inmail that ticks most of the boxes for how not to message me. </span></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="font-family: arial;">This message came from someone who describes himself as a content writer and ghostwriter hitting up someone who also offers exactly those services for potential work. Here's the screenshot:</span></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghuykO9Xb3UYWD6EpsKPsTQGEzUJ_tOrvNvkoVkCXRrWNlXSA1zcDG1xvTS4D83K1zSTous77cO5s02a5e7tLfx_BUK56ONhe3k7_6C85O1gMA1495xAVAUz684PbTQOKdGIvT0IEZ7tROUHrQ4bYKSJ58ezxdlWqfaD0e9xhQ5JopCXhi7SiwcNgDgu6g/s1021/Screenshot%202023-07-24%20090757.png" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="337" data-original-width="1021" height="189" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghuykO9Xb3UYWD6EpsKPsTQGEzUJ_tOrvNvkoVkCXRrWNlXSA1zcDG1xvTS4D83K1zSTous77cO5s02a5e7tLfx_BUK56ONhe3k7_6C85O1gMA1495xAVAUz684PbTQOKdGIvT0IEZ7tROUHrQ4bYKSJ58ezxdlWqfaD0e9xhQ5JopCXhi7SiwcNgDgu6g/w571-h189/Screenshot%202023-07-24%20090757.png" width="571" /></a></div><br /><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><h3 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Shooting yourself in the foot from the opening</span></h3><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">The person claiming writing expertise already gets everything he could get wrong in just the opening with "Hello Mr. Ariella Phd." </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">I have 3 strong objections plus one more nitpicky one. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">1. Why assume Mr.? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">2. Why not use my last name that is listed before the the PhD? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">3. Why show that you don't know what a PhD means by treating it as a last name and not using it to come up with a gender-neutral title of Dr.? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">4. In direct address, you really should have a comma between the Hello and the name. I know very few people bother with that for emailed messages, but a professional writer should still know that.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><h3 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Using cliches and vague terms</span></h3><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">It doesn't really get better after that. After the "Good Day!" greeting, the writer goes on to say, "I'm asking for a few seconds of your valuable time to offer my content writing expertise in your endeavor to keep the industry thriving."</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">1. You can't literally mean just a few seconds of my time, as that wouldn't suffice for your pitch.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">2. What do you think is my "endeavor," and which industry do you have in mind with the definite article?</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><h3 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Not showing an understanding of the recipient's perspective</span></h3><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">The next sentence is: "It will be my pleasure to get the chance for a progressive discussion with you." </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Of course it will be your pleasure. You're the one reaching out to me to try to pitch your services, so you assume it will be beneficial -- "progressive" not the right word in this context -- for you. But that's hardly a point to convince me to hear you.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Needless to say, I didn't respond.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Related: </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><a href="https://writewaypro.blogspot.com/2023/08/another-pitch-that-goes-wrong.html">Another pitch that goes wrong</a></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><a href="https://writewaypro.blogspot.com/2017/06/define-good.html">Define good</a></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify; white-space-collapse: collapse;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s; white-space-collapse: collapse;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify; white-space-collapse: collapse;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s; white-space-collapse: collapse;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify; white-space-collapse: collapse;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s; white-space-collapse: collapse;">LinkedIn</a></p><div class="separator" style="clear: both; text-align: center;"><br /></div><br />Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-33406179326800112023-07-14T16:30:00.003-04:002023-08-17T10:09:57.168-04:00Credit where tech credit is due<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWxeUvQ_YgwVQzDKY33sYTS1DuwqNlLQfO_eCexTHDSyckALn01barqHnOpQA0s7kc9JmmF0MSW46fYXd-_7vnmfh0BF3Ui-Qiylh-n-YkToaQlRQED-B8OqX1fWpZEeFIRsY80uDkjGlIIEzPCjVGo3NfsJktvkYBSGBA00QPjWRX4OB2rIROYGkchxSm/s480/couldn'tbemore%20simple.gif" style="margin-left: 1em; margin-right: 1em;"><img alt="Johnny Rose on "Schitt's Creek" saying "Couldn't be more simple"" border="0" data-original-height="480" data-original-width="480" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWxeUvQ_YgwVQzDKY33sYTS1DuwqNlLQfO_eCexTHDSyckALn01barqHnOpQA0s7kc9JmmF0MSW46fYXd-_7vnmfh0BF3Ui-Qiylh-n-YkToaQlRQED-B8OqX1fWpZEeFIRsY80uDkjGlIIEzPCjVGo3NfsJktvkYBSGBA00QPjWRX4OB2rIROYGkchxSm/w400-h400/couldn'tbemore%20simple.gif" width="400" /></a></div><br /><p></p><h1 style="text-align: left;"><span style="font-family: arial;">Credit for keeping the service in automated service </span></h1><p><span style="font-family: arial;">When was the last time you were delighted by an automated process from your credit card?</span></p><p><span style="font-family: arial;">Tech innovation doesn't always deliver a better customer experience, as we saw in <a data-id="542798798460479290" data-item-type="post" href="https://writewaypro.blogspot.com/2023/06/customers-and-brands-are-not-on-same.html" itemprop="url" rel="bookmark" style="outline: none; transition: color 0.3s ease 0s;">Customers and brands are not on the same page about tech</a>. A lot of automations that companies implement tend to frustrate customers as they're designed for cost-cutting rather than service. </span></p><p><span style="font-family: arial;">Customers are discouraged from even <a href="https://writewaypro.blogspot.com/2023/06/when-doing-business-with-humans.html">attempting to speak to people</a> at companies that either offer only "live" chat or email for contact or who put customers through endless rounds of menus and wait times that can extend to an hour. But when a company does get it right with an automated response that saves the customer time while delivering just the outcome hoped for, the company deserves credit for doing it right.</span></p><p><span style="font-family: arial;">Such is the case for Bank of America. This week I discovered that I retained a large credit on the card. That was due to my having put in the payment for the statement balance twice. I first put it on July 3 and didn't see it applied, so I put it in again on July 5. When an email let me know that my balance was a negative number, I inferred that both payments went through. </span></p><p><span style="font-family: arial;">Not wanting to keep that balance until I'd spend it down, I wanted to request a refund check. When calling in and putting in the number, the system identified the credit balance and offered the option to get a refund. This was then confirmed with an email.</span></p><p><span style="font-family: arial;">That was wonderfully easy and fast.</span><span style="font-family: arial;">There was no additional time spent on going over the account, the mailing address, or any of the other things one has to review when calling an online seller like Amazon about an issue on a delivery. </span></p><p><span style="font-family: arial;"> When the automations are set up to offer what people really want, then they do save everyone time and aggravation. </span><span style="font-family: arial;">We need more of this and less of the kind of tech that is used </span><a href="https://writewaypro.blogspot.com/2023/07/what-7-eleven-got-wrong.html" style="font-family: arial;">only for the seller's immediate benefi</a><span style="font-family: arial;">t and not for the customers.</span></p><p><span style="font-family: arial;">In truth, what benefits customers benefits the business because happy customers are the ones you retain and who add the most lifetime value (LTV).</span></p><p style="display: table-cell; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: left; vertical-align: middle; width: 670px;"><span style="font-family: arial;">Related:<br /><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a><br /><a href="https://writewaypro.blogspot.com/2023/08/how-does-content-marketing-keep-things.html">Keeping it Rrreal</a></span></p><p><span style="font-family: arial;"><br /></span></p><p><span style="font-family: arial;"><span style="background-color: white; color: #333333; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="background-color: white; color: #333333; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="background-color: white; color: #333333; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></span></p><p><br /></p>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-82408560413215415822023-07-12T13:41:00.005-04:002023-08-17T09:46:30.571-04:00Don't just aim for different<h2 style="text-align: left;">Learn to distinguish differentiation from merely different</h2><p> <span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Don't wallpaper the ceiling.</span></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">What do I mean?</span></p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">When you revise your site content, don't just make changes to make it different; make changes to make it better.</span><div><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">You improve the title, sentence structure, coherence, consistency, and make sure to hit all those SEO best practices. You can also find better images to catch the eye that are optimized for web view and identified with alt text for both ADA compliance and search engine reads.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">But you don't need to change the general order of things if what was there makes sense. In other words, you don't have to make a point of putting wallpaper on the ceiling while painting the walls just to switch around the way you had it before.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">That's not to say your can never put wallpaper on the ceiling, but it's a design choice that has to have more of a reason behind it than change. The key thing to remember is what you're trying to do: make the content more appealing to the reader. </span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Some of that entails making changes but they shouldn't be made just to arrive at a different result. They should all be made with the end in mind, as Stephen Covey would say, and that end is not just being different but better.</span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><span style="font-size: 14px;"><br /></span></span><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4bZtSM6-DRHk9GLAZ04mY72wj9dO5FZ5d7MFkunT7mE8GvH9hYzuao3-z_QrhfZRhbuZ1SLX-9lFmUorgxKnVvRe4bfH1N83Akt_Kjo1iwQChrdEiiGAXu2RW5FpEzKagcgXzQKOk1NkQDYu6v95FVRO3ndJyZg4OAIYCrwKU38UktIiC31SEL5ZJ2DAp/s350/JocelynDifferent.gif" style="margin-left: auto; margin-right: auto;"><img alt="Joceylin Schitt on "Schitt's Creek" saying "That was different."" border="0" data-original-height="350" data-original-width="350" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4bZtSM6-DRHk9GLAZ04mY72wj9dO5FZ5d7MFkunT7mE8GvH9hYzuao3-z_QrhfZRhbuZ1SLX-9lFmUorgxKnVvRe4bfH1N83Akt_Kjo1iwQChrdEiiGAXu2RW5FpEzKagcgXzQKOk1NkQDYu6v95FVRO3ndJyZg4OAIYCrwKU38UktIiC31SEL5ZJ2DAp/w640-h640/JocelynDifferent.gif" width="640" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><br /></td></tr></tbody></table>Related: </span><br /><br /><a href="https://writewaypro.blogspot.com/2023/07/visualizing-customer-journey.html">Visualizing the customer journey</a></div><div><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html" style="display: inline; outline: none; text-align: justify; transition: color 0.3s ease 0s;">What makes </a><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html">content marketing effective</a><br /><a href="https://writewaypro.blogspot.com/2023/06/what-little-prince-teaches-us-about.html">What the Little Prince teaches us about marketing</a></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-34808429813976744892023-07-11T16:36:00.002-04:002023-07-11T16:41:57.877-04:00What 7-Eleven got wrong<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjxrRtY6eTKsgwzocq5jRIC2df6FwXj5iIdfdDmLf-qEz9uLrSbDLbh1wOmoR4thPyRuPbzPCDg9wlfVOhXn51uS3e-ficd1xy3ueDW11Xr8_d5frlazLTlrpYfKjuBoWRluEleg3UekXfetDATYxq4AA-SckDYprMMIwTtKozsGUcWddZi2mIVsRrw6Rh/s500/1436555439-slurpee_2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="375" data-original-width="500" height="281" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhjxrRtY6eTKsgwzocq5jRIC2df6FwXj5iIdfdDmLf-qEz9uLrSbDLbh1wOmoR4thPyRuPbzPCDg9wlfVOhXn51uS3e-ficd1xy3ueDW11Xr8_d5frlazLTlrpYfKjuBoWRluEleg3UekXfetDATYxq4AA-SckDYprMMIwTtKozsGUcWddZi2mIVsRrw6Rh/w375-h281/1436555439-slurpee_2.gif" width="375" /></a></div><br /><p></p><div class="separator" style="clear: both; text-align: center;"><br /></div><br /><p></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Today is 7/11 in the US. That used to be "Free Slurpee" day. But that has turned into "Pay with your privacy forever instead of shelling out a buck for the Slurpee" Day. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQl--LdYpEtEy-x7mgevs5WNMMbBzB52jI9usye6rHMJZqGmARlvznIhLtjI1vz82Uc3y8PDK2JeFFGuD8XDz-DiF8mwKdNWTszM8RE-g8PWgvEKItAWyjSYe3o4tzbvedmCvkJb6ePcG7XOcNFABNgzLbCjLjTDRa5W_QEDFl-m81eTL0eq3A4ErhC5IW/s1792/Slurpee.png" style="font-family: "Times New Roman"; font-size: medium; margin-left: 1em; margin-right: 1em; text-align: center; white-space-collapse: collapse;"><img border="0" data-original-height="582" data-original-width="1792" height="224" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQl--LdYpEtEy-x7mgevs5WNMMbBzB52jI9usye6rHMJZqGmARlvznIhLtjI1vz82Uc3y8PDK2JeFFGuD8XDz-DiF8mwKdNWTszM8RE-g8PWgvEKItAWyjSYe3o4tzbvedmCvkJb6ePcG7XOcNFABNgzLbCjLjTDRa5W_QEDFl-m81eTL0eq3A4ErhC5IW/w689-h224/Slurpee.png" width="689" /></a></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">That's the disastrous result of 7-Eleven attempting to take a page out of the B2B playbook. It turned what had been a simple way to capitalize on a date that matched the store name with an offer that made people happy.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">People could simply come in for a free small Slurpee. While they were there, they may have bought something else. Even if they didn't, the frozen treat was actually a very cheap way to build positive feelings for the brand for the cost of just pennies per person per year.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">But that's not good enough for someone with a B2B mindset who wants to track everything and be assured that nothing is given away without getting something of value in return. Enter the demand to put in your cell phone number and granting the convenience store permission to bombard you with messages and offers in perpetuity before you walk out with your "free" treat. <span class="ql-hashtag" data-test-ql-hashtag="true" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--artdeco-reset-typography-font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: normal; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">#brand</span> </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">If you think about it rationally, it's really not worth it to give a brand so much for something that sells for just a buck. Most brands that try to get you to opt into emails or messaging offer at least a percentage off discount that can amount to $20. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">I pointed this out to my daughter. But lured by the siren call of "free" (see <a class="ql-mention" data-entity-urn="urn:li:fsd_profile:ACoAAAFpIe4BJbx1zQDoUWZeZkTeiVQ3Lqn1tys" data-guid="1" data-object-urn="urn:li:member:23667182" data-original-text="Dan Ariely" data-test-ql-mention="true" href="https://www.linkedin.com/company/427658/admin/feed/posts/#" spellcheck="false" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: 600; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Dan Ariely</a>'s analysis of this in his books and articles), she insisted, "It's worth it." So I made the trip over, waiting in line to pay by relinquishing the right to privacy, and then punched in her phone number. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">After all, the Slurpee was for her, and it really is way too sweet for my taste.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica Neue, Fira Sans, Ubuntu, Oxygen, Oxygen Sans, Cantarell, Droid Sans, Apple Color Emoji, Segoe UI Emoji, Segoe UI Emoji, Segoe UI Symbol, Lucida Grande, Helvetica, Arial, sans-serif"><span style="background-color: white; font-size: 20px; white-space-collapse: preserve;">Related: </span></span><br /><br /><br /><a href="https://writewaypro.blogspot.com/2023/06/when-doing-business-with-humans.html">When doing business with humans</a><br /><a href="https://writewaypro.blogspot.com/2022/02/brand-mistakes.html">Major Marketing Missteps </a><br /><br /><br /><br /><br /><br /><br /></p><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"></h1><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-23632994870155190892023-07-11T16:06:00.009-04:002023-09-11T10:59:43.949-04:00Visualizing the customer journey<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDeBX6yo22qex0KJknwI3sA1H65-cl8kgWW7U3KzQ8xSRzMJ3nKA2mfbT_cmDD2FrZx6uqS4QPDEdSBjzkGoC2DsaLEMAguXQ41i7EZA-4lQBEX4CpvJqdnE_Qtee2xzBG19gRRcHlIx3DPhjyE8jNPbT88bi9zhhrk2mR8S8Z4MfhsT9_pIVaYn1h1c_2/s720/uVAK5B0.gif" style="margin-left: 1em; margin-right: 1em;"><img alt="Rube Goldberg machine gif" border="0" data-original-height="720" data-original-width="720" height="390" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDeBX6yo22qex0KJknwI3sA1H65-cl8kgWW7U3KzQ8xSRzMJ3nKA2mfbT_cmDD2FrZx6uqS4QPDEdSBjzkGoC2DsaLEMAguXQ41i7EZA-4lQBEX4CpvJqdnE_Qtee2xzBG19gRRcHlIx3DPhjyE8jNPbT88bi9zhhrk2mR8S8Z4MfhsT9_pIVaYn1h1c_2/w390-h390/uVAK5B0.gif" width="390" /></a></div><br /><p>A much more apt visualization of the customer journey is a Rube Goldberg machine designed to propel a single marble (representing your targeted customer) to a designated endpoint, which in the case of businesses would represent the conversion of purchase. A Rube Goldberg machine is not typically designed for a direct, linear path. </p><div class="separator" style="clear: both;"><br /></div>Aiming to visualize your customer journeys? Are you picturing funnels? Forget about it! Funnels are wholly inadequate to represent a journey that is far from linear without a lot of recursive steps along the way.<br /><br /><div class="separator" style="clear: both;">A much more apt visualization of the customer journey is a Rube Goldberg machine designed to propel a single marble (representing your targeted customer) to a designated endpoint. In this case, that's , the conversion to purchase.</div><div class="separator" style="clear: both;"><br /></div><div class="separator" style="clear: both;"> A Rube Goldberg machine is not typically designed for a direct, linear path.In fact, the setup for such machines lead the marble on a merry dance in which it moves in multiple directions as it comes into contact with different objects that push, pull, spin, and redirect it. </div><h2 style="clear: both;"><br />Set it up </h2><div class="separator" style="clear: both;">In the same way, a customer's journey may begin with a single push. But it can only continue if the framework to keep up the momentum is planned and put into place by someone who understands where an email is needed, where a case study would drive one forward, and also when to give the marble some time to just roll a bit until it hits your next lever. </div><div class="separator" style="clear: both;"><br /></div><div class="separator" style="clear: both;">You don't just build the frames on the fly once the journey begins, which would be tantamount to leaving everything in the hands of your sales rep. Instead, you plan them out ahead of time, so the sales rep is only one of the levers in the whole machine.</div><div class="separator" style="clear: both;"><br /></div><div class="separator" style="clear: both;"><br /></div><div class="separator" style="clear: both;">See the video below for one such example, and keep your eye on the blue marble.</div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen="" class="BLOG_video_class" height="344" src="https://www.youtube.com/embed/1D7RXVnKcic" width="546" youtube-src-id="1D7RXVnKcic"></iframe></div>The same channel has multiple variations of a blue marble's journey from start to endpoint with different touchpoints pushing it along. That's also a great reminder that not every customer should be directed on the same path. Some will be ready sooner and some only later. You need to have several different maps available to suit your different customers. So think segmentation if not fully tailored personalization.<p></p><h2>You won't always succeed</h2><p>One final lesson to derive from Rube Goldberg machines as customer journeys is the fact that a lot of careful planning and setup can go into it without arriving at the desired result of a marble landing in the cup. This happens with the best-laid plans for purchase journeys, as well. </p><p>Various things can come up in life that alter the path you were counting on. All builders of Rube Goldberg machines encounter setbacks and failures along the way when things don't go according to plan. You have to be prepared to accept that possibility and work through it. </p><p>For example, your prospect's business might have taken a major hit that makes it necessary for him to put off the purchase. That's a setback, but it can be merely a temporary one if you take note of the situation and get a sense of when your customer will be ready to resume the journey.</p><p><br /></p><p>Related</p><a data-id="2425160495671694127" data-item-type="post" href="https://writewaypro.blogspot.com/2023/05/what-to-expect-from-content-marketing.html" itemprop="url" rel="bookmark" style="outline: none; transition: color 0.3s ease 0s;">What to expect from a content marketing</a><br /><br /><a href="https://writewaypro.blogspot.com/2020/09/think-marathon-rather-than-sprint-when.html">Think Marathon Rather Than Sprint </a><br /><br /><a href="https://writewaypro.blogspot.com/2023/05/what-makes-content-marketing-effective.html">What makes content marketing effective</a><a href="#"></a><br /><br /><br /><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"></h1><br /><span style="background-color: white; color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="background-color: white; color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="background-color: white; color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a><br /><br /><br /><br /><h1 class="title entry-title" itemprop="name" style="display: table-cell; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><br /></div></h1>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-85566978441198972562023-06-29T21:06:00.004-04:002023-06-30T13:31:04.370-04:00Speaking of gifts <p></p><div class="separator" style="clear: both; text-align: center;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyCeEdexNTaqSB6u0r2u2FrMBg0jQsrE5ZenTtNGaUjy5C59A7842u4Z2wvN-WliFiWlMvr2xno0QdER4whoSSh0e2uBm1pJNUcB08gcJ1GBeBODdN7GWr07tbF0BzCEIEq0Z3Qonn4MzUOYQyPI8SWT2bxb54qYkFN53fJuQWYAn7ir0rJLDGH1AnMdql/s480/ghostsgift.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="267" data-original-width="480" height="279" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgyCeEdexNTaqSB6u0r2u2FrMBg0jQsrE5ZenTtNGaUjy5C59A7842u4Z2wvN-WliFiWlMvr2xno0QdER4whoSSh0e2uBm1pJNUcB08gcJ1GBeBODdN7GWr07tbF0BzCEIEq0Z3Qonn4MzUOYQyPI8SWT2bxb54qYkFN53fJuQWYAn7ir0rJLDGH1AnMdql/w501-h279/ghostsgift.gif" width="501" /></a></div><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfLID_5dmmXjmvBC4F5CKKmyjTGG7TDYQ6a26uEIe13AdGxsyUnmvjxuLb4shO4EWtu1CRNY66FJ9gOEJR8wNfP0CRMNMZMC6ajTh_UZmUPLpiCuSHQb0WSY4RnmixSHfAyTuAI7J1EwZuVxaIxDQR3Uh4RzZJ7ErpgRHod6YN0MubvYk5QBiHW-PvT0NX/s480/openme.gif" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="480" data-original-width="480" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjfLID_5dmmXjmvBC4F5CKKmyjTGG7TDYQ6a26uEIe13AdGxsyUnmvjxuLb4shO4EWtu1CRNY66FJ9gOEJR8wNfP0CRMNMZMC6ajTh_UZmUPLpiCuSHQb0WSY4RnmixSHfAyTuAI7J1EwZuVxaIxDQR3Uh4RzZJ7ErpgRHod6YN0MubvYk5QBiHW-PvT0NX/s320/openme.gif" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><br /></div><div class="separator" style="clear: both; text-align: center;"><br /></div><br /> <p></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 20px; white-space-collapse: preserve;">Subject line: Don’t Forget Your Gift by June 30!</span></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">When you read that in an email on June 29th, your assumption would be...?</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">That you'll get a gift with some offer that ends on June 30th. So you may click out of curiosity or out of a feeling of FOMO, two strong incentives to open an email. ( See <a href="https://writewaypro.blogspot.com/2021/01/7-ways-to-grab-customer-attention-in.html">7 ways to grab customer attention in subject lines</a>) </p><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: justify; vertical-align: middle; width: 670px;"><br /></h1><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: left; vertical-align: middle; width: 670px;"><br /></h1><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">What would be your reaction, though, when you discover that the gift referred to is not for you but one that the sender is demanding you send by June 30th? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">That's what the <a class="ql-mention" data-entity-urn="urn:li:fsd_company:39397" data-guid="2" data-object-urn="urn:li:fsd_company:39397" data-original-text="New-York Historical Society" data-test-ql-mention="true" href="https://www.linkedin.com/company/427658/admin/feed/posts/#" spellcheck="false" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: 600; margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">New-York Historical Society</a> did for its email campaign as you can see from this screenshot of the email:</p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRGKimxpQZhlWCsN_Voo-BPpcioGRJNSksv1gVU07FTqscFcdb9Jn-6yN_V6uo_WEZNxKoWPvVzGHPWxBI74EpkMhtEuW9v1rQHvlozhg1Rla8Nz6PU09MUGPYLDJIcMgLKOvEv-fgM_Sdg1y4soxEMO0uFhXTr3V4jA4AMyTOhQvRqmmdwvWjjE1cgEm-/s715/Screenshot%202023-06-29%20205049.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="515" data-original-width="715" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjRGKimxpQZhlWCsN_Voo-BPpcioGRJNSksv1gVU07FTqscFcdb9Jn-6yN_V6uo_WEZNxKoWPvVzGHPWxBI74EpkMhtEuW9v1rQHvlozhg1Rla8Nz6PU09MUGPYLDJIcMgLKOvEv-fgM_Sdg1y4soxEMO0uFhXTr3V4jA4AMyTOhQvRqmmdwvWjjE1cgEm-/w426-h306/Screenshot%202023-06-29%20205049.jpg" width="426" /></a></div><br /><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Would you be inclined to feel generous and hasten to make this arbitrary cutoff that the organization says is the end of its fiscal year? </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" /></p><h2 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Are you using the right KPIs for your campaign?</h2><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">I have no doubt this subject line generated more than the usual number of opens. Perhaps whoever was tasked with this email campaign was told that's the primary KPI and so resorted to clickbait that turns into a bait-and-switch. </p><h2 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br style="box-sizing: inherit;" />As Stephen Covey said, "Have the end in mind."</h2><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">It's important to lose sight of the real end goal -- putting people in the frame of mind to want to donate to the organization. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Tricking them into clicking is not likely to do that. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><b>False urgency</b></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Neither is attempting to create a sense of urgency by declaring you're one day away from your fiscal year. If the donation comes in July. it's not going to make much of a difference.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">The only end of year the donors care about is the calendar year if they are able to take a tax deduction for the donation. Remember, when you're asking something of someone else, you have to make it center around them and their needs -- not your own timeline. </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">If you want to use content marketing effectively, you should always be thinking about what is the likely reaction of your target audience to your communication. Failing to do so leads to major fiascos like the one currently experienced by Budweiser and other missteps described in<a href="https://writewaypro.blogspot.com/2022/02/brand-mistakes.html"> Major Marketing Missteps from Adidas, M&M's and Coke</a>.</p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;">Don't lose the goodwill you've built up over years to a thoughtless marketing message, get a seasoned pro to craft the right message for your organization and your demographics. Learn more <a href="https://writewaypro.weebly.com/">here </a>and book<a href="https://calendly.com/writewaypro/20-minute-free-consultation"> a free consultation call.</a> </p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p><h1 class="title entry-title" itemprop="name" style="color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><span style="background-color: white;"><br /></span></h1><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background-color: white;"><br /></span></p><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="background-color: white;">Related:</span></p><div bis_skin_checked="1" style="font-family: Lora, serif; font-size: 16px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><a href="http://writewaypro.blogspot.com/2020/09/think-marathon-rather-than-sprint-when.html" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: 0px; text-decoration-line: none; transition: color 0.3s ease 0s;" target="_blank"><span style="font-family: arial;"><span style="background-color: white; color: #2b00fe;">Think Marathon Rather Than Sprint When Planning Content Marketing</span></span></a></div><div bis_skin_checked="1" style="font-family: Lora, serif; font-size: 16px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><a href="http://writewaypro.blogspot.com/2021/08/most-memorable-brand-slogans.html" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;" target="_blank"><span style="font-family: arial;"><span style="background-color: white; color: #2b00fe;">Most Memorable Brand Slogans</span></span></a></div><div bis_skin_checked="1" style="font-family: Lora, serif; font-size: 16px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2022/02/make-your-content-as-accessible-as.html" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;"><span style="background-color: white; color: #2b00fe;">Make Your Content as Accessible as Possible</span></span></a></div><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2020/10/what-edison-can-teach-us-about-seo.html" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;"><span style="background-color: white; color: #2b00fe;">What Edison Can Teach Us About SEO</span></span></a></div><div bis_skin_checked="1" style="margin: 0px; outline: none; padding: 0px;"><a href="http://writewaypro.blogspot.com/2021/01/cro-is-like-basketball.html" style="background-attachment: initial; background-clip: initial; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; outline: none; text-decoration-line: none; transition: color 0.3s ease 0s;"><span style="font-family: arial;"><span style="background-color: white; color: #2b00fe;">CRO is Like Basketball</span></span></a></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-52458402851410492202023-06-29T10:21:00.005-04:002023-09-07T09:39:33.872-04:00What the Little Prince teaches us about marketing<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga4fYb1OeO71Ram2ZkB8XJ_Ur9JXzqRhHniwSm_vuq1VaK_UQE1HpeCCcrWZQMX-zLsBH3nR5W8qIkfiaQU51jxqk-GKb9FYIQ2aFcF_Emxjfi44tcJQEQ1YPbxIf6r-xjxs8H9lSIUzGuMxBobEPCKfJ9CtYjmwzAgGtSRSMpzogFf7ehmmRJ-64ialLE/s537/LittlePrince.gif" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="537" data-original-width="393" height="357" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEga4fYb1OeO71Ram2ZkB8XJ_Ur9JXzqRhHniwSm_vuq1VaK_UQE1HpeCCcrWZQMX-zLsBH3nR5W8qIkfiaQU51jxqk-GKb9FYIQ2aFcF_Emxjfi44tcJQEQ1YPbxIf6r-xjxs8H9lSIUzGuMxBobEPCKfJ9CtYjmwzAgGtSRSMpzogFf7ehmmRJ-64ialLE/w261-h357/LittlePrince.gif" width="261" /></a></div><br /><p></p><br /><br /><br /><br /><br />There is a kind of disconnect is very common in all kinds of businesses in which the sellers fail to see things from the customer's eyes and project their own tastes and values on others. It doesn't occur to them that other people have their own calculus and that features and benefits they go on and on about may not matter to them at all. <br /> <br /><br />In chapter 23 of The Little Prince, we get the perfect illustration of the misalignment between the value proposition of a product and what the customer actually wants in the interaction between the prince and a merchant he meets on his travels:<br />.<br /><br />"This was a merchant who sold pills that had been invented to quench thirst. You need only swallow one pill a week, and you would feel no need for anything to drink.<br /><br />"'Why are you selling those?' asked the little prince.<br /><br />"'Because they save a tremendous amount of time,' said the merchant. "'Computations have been made by experts. With these pills, you save fifty-three minutes in every week.'"<br /><br />"'And what do I do with those fifty-three minutes?'"<br /><br />"'Anything you like..."<br /><br /> "'As for me,' said the little prince to himself, 'if had fifty-three minutes to spend as I liked, I should walk at my leisure toward a spring of fresh water.'"<div><br />This is highly relevant in an age in which marketers have convinced businesses that they have to espouse causes to push on their customers. M.T. Fletcher debunked this effectively in a June 2023 <i>AdAge </i>article entitled <a href="https://adage.com/article/fletcher-marketing/why-brands-need-stop-purpose-pandering/2502171">Why Brands need to stop 'purpose' pandering</a>:</div><div><br /></div><div><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"></p><blockquote><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="font-family: georgia;">Politics and purpose are not the same, rarely mix well, and yet marketers continue to wade into social issues they are unable to navigate. Some seem wholly dismissive of their own band DNA, which might explain why today's advertising seems so disposable. </span></p></blockquote><p><span style="font-family: georgia;"> </span></p><blockquote><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><span style="font-family: georgia;">We said this more than a year ago after a major study by the Brunswick Group demonstrated that most CEOs felt their brand needed to take a stand on social issues, while less than third of consumers wanted to see politics in marketing --roughly the opposite of what every agency was telling its clients at that time. Just because some major brands got away with it, and in a few cases hit all the right notes, doe not mean my toothpaste has any credibility in telling me which cause to support or when to feel outraged or guilty. It's stressful enough being told I have to floss everyday.</span></p></blockquote><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 20px; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"></p><br /><br />Read more examples <a href="http://uncommoncontent.blogspot.com/">here.</a></div><div><br /></div><div><p style="color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; margin: 1em 0px; outline: none; padding: 0px; text-align: justify;"><span style="font-family: arial; font-size: medium;">Related:</span></p><p style="color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; margin: 1em 0px; outline: none; padding: 0px; text-align: justify;"><span style="font-family: arial;"><a href="http://writewaypro.blogspot.com/2022/02/brand-mistakes.html">Major Marketing Missteps from Adidas, M&M's and Coke</a></span></p><h1 class="title entry-title" itemprop="name" style="color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><span style="font-size: small;"><br /></span></h1><div bis_skin_checked="1" style="color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; margin: 0px; outline: none; padding: 0px; text-align: justify;"><h1 class="title entry-title" itemprop="name" style="display: table-cell; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><div style="text-align: left;"><a data-id="5266417432080951998" data-item-type="post" href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html" itemprop="url" rel="bookmark" style="color: #333333; display: inline; outline: none; transition: color 0.3s ease 0s;"><span style="color: #2b00fe;"><span style="font-size: small;">A matter of degree</span></span></a></div><div style="text-align: left;"><br /></div><div style="text-align: left;"><span style="font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></div></h1></div><div bis_skin_checked="1" class="separator" style="background-color: #fafafa; clear: both; color: #333333; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; margin: 0px; outline: none; padding: 0px; text-align: justify;"><h1 class="title entry-title" itemprop="name" style="display: table-cell; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1><div bis_skin_checked="1" style="font-size: 14px; margin: 0px; outline: none; padding: 0px;"><h1 class="title entry-title" itemprop="name" style="display: table-cell; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1></div></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-10728586979778898232023-06-26T16:16:00.004-04:002023-08-17T10:11:01.342-04:00Step out of the spotlight<p> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI_QwdN58VjXtLf2sESLr0fSEJAz8zWARYJDZgsc2idUwkeXKMYZeEsmlMqHCgh-k7OB-cMPIqCWK0_rVHh-RGvbhIeF5TdFC3QF4mXukBl1LK4jakA3r-ecg8REsE3HdMDRSOul4pbV_hM-iR4LDmLS37FQaVfbw4188I6OPVHFLwt253xCJ0ZraCfuh3/s512/Peoplearen'tthnkingaboutu.gif" style="margin-left: 1em; margin-right: 1em; text-align: center;"><span style="font-family: arial; font-size: medium;"><img border="0" data-original-height="288" data-original-width="512" height="232" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjI_QwdN58VjXtLf2sESLr0fSEJAz8zWARYJDZgsc2idUwkeXKMYZeEsmlMqHCgh-k7OB-cMPIqCWK0_rVHh-RGvbhIeF5TdFC3QF4mXukBl1LK4jakA3r-ecg8REsE3HdMDRSOul4pbV_hM-iR4LDmLS37FQaVfbw4188I6OPVHFLwt253xCJ0ZraCfuh3/w412-h232/Peoplearen'tthnkingaboutu.gif" width="412" /></span></a></p><span style="font-family: arial; font-size: medium;"><br /></span><p><span style="font-family: arial; font-size: medium;"><br /></span></p><span style="font-family: arial; font-size: medium;"><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">When Alexis reassures David by telling him "People aren't thinking about you the way you're thinking about you" on an episode of <i>Schitt's Creek</i>, she accurately describes the spotlight effect.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">What's true for individuals is even more true for businesses, especially B2B brands. The people working within them see their own spotlight and believe that their company news carries the same weight for the world at large as it does for them.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">If you are one of those people, then it's time to snap out of that delusion and stop embarrassing yourself by assuming all applicants and new hires should have heard of your company before they tried to get a job there.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">Why should they when they're not even your target customer? Remember: when your services are sold only to other businesses, your offerings are completely irrelevant to individual consumers.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">There's absolutely no reason why an individual would be following your little startup and thinking about you the way you think about yourself. Even if you make it to unicorn status, that won't make you stand out among the thousands of other unicorns out there.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">And as for those businesses that may have heard of you because they saw your represented at a trade show or they saw your ad, that doesn't mean they're just dying to hear all about your struggles and triumphs.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">All they're really interested in is what you can do for them. So if you just go on and on about your accomplishments, you will not only fail to impress your audience, you will likely lose their attention altogether.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" style="background-color: white;">Brands fall into that mistake of playing the hero of the story they present because they have that skewed perspective of seeing themselves at the center of everything. But effective marketing is about allowing your customers to be the heroes.</span></span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span face="Inter, sans-serif" style="box-sizing: border-box; font-weight: bolder;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;">Who’s the hero in your marketing story?</span></span><span face="Inter, sans-serif" style="background-color: white;"> </span><div><span face="Inter, sans-serif"><br /></span></div><div><span face="Inter, sans-serif"><br style="background-color: white; box-sizing: inherit; line-height: inherit;" /></span><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span calibri="" lang="ENCalibri" mso-fareast-font-family:="" sans-serif="" style="box-sizing: border-box;">A few years ago, I interviewed <u style="box-sizing: border-box;"><a href="https://kenrutsky.com/" style="background-color: transparent; box-sizing: border-box; text-decoration-line: none; transition: color 0.25s ease 0s;">Ken Rutsky</a></u>, author of <i style="box-sizing: border-box;"><u style="box-sizing: border-box;"><a href="http://email.prnewswire.com/wf/click?upn=xYFTMPzTHN6PNyaEHFsWi4kD-2Fy8X21b-2BxT95W9tw53XXpzs5bWs3pNVSarJq-2FHt0QSgM7O9b-2B5XYB6DsTSCdxo3kDnTzVu0hwUV711m3MQZDfiHD9JRkVFWZsIuDS8fG1kVjIDgNUK9SzFVrkB5MBMTukZ3scuRUoGJRLT3PnJKbZxCK1kF6iVSO-2BgjKGfMbFSZRAlJ-2FNrM0RecG57kGR9UQIVywo0TbDnkaN2Mog3t-2FCQlgO5KrXCFfK35IMdSh_e95q3Fen2IHRB7fVa9G9iyImuyqEvgF9lJXbPwqScuJEPqwHQ06twq1Kh7gECIGhhe1sv1JI3Txo-2FlU52t1KMpkKbvdiwH1Ju6oLT8mRpWtR496IMgCHdeVBQPQVgUR8AoPA-2F4wIF9cXXVPCVD69kiuaXmBlV9rRo8euS4HgoYQ7w1qoD80kJHL3fGfniv63rNOpnGVOxSKudW0doL-2BfshI9WEqnyA-2BIrwSQrYckT6ZtDKLLqn36i7-2FFWNqHk4-2BDaX4BYMSa5aSF1DRQmpNFIqVcYxEZvQsQqIDHJzIAwJtL-2BFeyFCNJyggDMjcNh8HC" style="background-color: transparent; box-sizing: border-box; text-decoration-line: none; transition: color 0.25s ease 0s;">Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades, and Ignite Movements</a></u></i>, about what what goes into successful B2B marketing. One of the biggest misconceptions people have, he said, is that all they need is the right tech.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span calibri="" color:="" lang="ENCalibri" mso-fareast-font-family:="" sans-serif="" style="box-sizing: border-box;">While tech does indeed play a role in data-driven marketing, Rutsky considers it only one third of the story. And getting the story right is actually the key thing in effectively connecting with B2B customers, just as it is for B2C customers.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span calibri="" color:="" lang="ENCalibri" mso-fareast-font-family:="" sans-serif="" style="box-sizing: border-box;">From the tales of Homer to comic books and films like <i style="box-sizing: border-box;">Star Wars, </i> and even Disney’s <i style="box-sizing: border-box;">Moana</i>, stories of a hero’s journey remain persistently popular. Rutsky credits Joseph Campbell’s 1949 book <i style="box-sizing: border-box;">The Hero with a Thousand Faces</i>, for breaking down the steps involved in such stories.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span calibri="" color:="" lang="ENCalibri" mso-fareast-font-family:="" sans-serif="" style="box-sizing: border-box;">Rutsky quotes Campbell’s summary of the journey story on p. 95 of his own book: “A hero ventures forth from the world of common day into a region of supernatural wonder: fabulous forces are there encountered and a decisive victory is won: the hero comes back from this mysterious adventure with the power to bestow boons on his fellow man.”</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span calibri="" color:="" lang="ENCalibri" mso-fareast-font-family:="" sans-serif="" style="box-sizing: border-box;">In his own words, Rutsky described it as the hero’s perilous journey far from home to bring “a magical gift” to improve his own world. Such stories are a great way for marketers to present a product or service that will solve a persistent problem for the business customer. And they often do so, but what they tend to get wrong is the casting of the hero.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;">“Don’t make the product the hero,” warns Rutsky. “Make the customer the hero.”</span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;"><br /></span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifnztWQFFzm6PiY3EIeIhAD3pIimysixDduosWED5ylwj5Fnqr5SHdWfG3qhXSbBvYlt5pI6JLPSlJAHbcG62nulRgn3G7Ap6-_t29eENDw0msJhaITvqByUouqHwuPz1NDPBNAN7Miceii9y-HsPb5tTTHIl7VfIRKrzicxnLTztaqtLVRgRSbX4AoFMS/s500/sword.gif" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="250" data-original-width="500" height="204" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifnztWQFFzm6PiY3EIeIhAD3pIimysixDduosWED5ylwj5Fnqr5SHdWfG3qhXSbBvYlt5pI6JLPSlJAHbcG62nulRgn3G7Ap6-_t29eENDw0msJhaITvqByUouqHwuPz1NDPBNAN7Miceii9y-HsPb5tTTHIl7VfIRKrzicxnLTztaqtLVRgRSbX4AoFMS/w387-h204/sword.gif" width="387" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;"><h4><span style="font-weight: normal;"><span style="font-size: x-small;">A young Arthur pulling the sword out of the stone in Disney's animated movie.</span></span></h4></td></tr></tbody></table><br /><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;"><br /></span><p></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;">While it is very tempting to give the starring role to what we’re selling, you must resist that temptation. Consider what's of greater interest to your target market and how story lines typically play out to audiences. </span>In narratives of legends, we're not nearly as interested in the engineering of Excalibur or as we are in the hero who manages the wield its power as the rightful king.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;">What is of interest to the audience is how they can use your products and services to solve the problem. They take on the role of the hero, thanks to the magical sword that will enable them to slay the dragon. Or they will be the CMO that is able to deliver targeted campaigns via the real time data updates that come through your tech solution. </span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;"><br /></span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;">Related:</span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><span color:="" lang="ENCalibri" mso-fareast-font-family:calibri="" sans-serif="" style="box-sizing: border-box;"><a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html"> A Matter of Degree</a></span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; margin-bottom: 16px; margin-top: 16px;"><a href="https://writewaypro.blogspot.com/2022/02/7-habits-of-highly-effective-content.html">7 Habits of Highly Effective Marketers</a></p></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-5427987984604792902023-06-26T15:35:00.002-04:002023-06-26T15:35:11.341-04:00Customers and brands are not on the same page about tech<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg01SxmoBDo_bKig8bqLiuIyybv-3_HWotwsK2Tz50aCp_zjcnhpmeZeODaxdIdpwLjmoj0VnFVMNaR44pgBtEsy8ZIYEDOA2BbIaIK3nPkXR-hIpby_hYtDxeo511lQX7njHpnuTEdNItv3PkuidXpGUfC6LHEKirALpQGMwi58PBGYxybEX5S47rEQRl-/s480/Jetsons.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="324" data-original-width="480" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg01SxmoBDo_bKig8bqLiuIyybv-3_HWotwsK2Tz50aCp_zjcnhpmeZeODaxdIdpwLjmoj0VnFVMNaR44pgBtEsy8ZIYEDOA2BbIaIK3nPkXR-hIpby_hYtDxeo511lQX7njHpnuTEdNItv3PkuidXpGUfC6LHEKirALpQGMwi58PBGYxybEX5S47rEQRl-/s320/Jetsons.gif" width="320" /></a></div><br /><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><br /></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">“The Sci-Fi Shopper: How to Future-Proof Your Brand for the New Consumer” is the title of the ebook they published on the subject. Darin Archer, Elastic Path’s Chief Strategy Officer, spoke to me about the difference between assumptions about the appeal of technology and how it actually can be useful in building better relationships between brands and consumers.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Their initial premise was that the “Jetsons” style tech that can be done today is what consumers want. But as it turns out, consumers don’t care about the wow factor of experiencing “sci-fi” style technology. What they really care most about is convenience.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">The advanced tech that they found attractive was not “the super flashy,” Archer said, but “what makes my life easier.” As the report tells marketers, today’s consumer “expects streamlined, easy and frictionless” purchase processes. The brands that will win customers are the ones that will deliver it to them.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">That means that brands should look into anything that can make it easier for customers to finalize the purchase. That’s where voice activation can be helpful. But as for the tricks of AR and VR, customers, they’re only of interest if they are perceived to be useful. Archer observed that they found that 56 percent of shoppers said VR was over-hyped, but only 38 percent said that of AR.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">He suggested that this could be due to the fact that at present there are more practical use cases for AR than for VR. He offered examples like showing what a kitchen appliance would actually look like, in its place in your kitchen, or how a rug not just fills your living room but how it looks under your furniture.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><span style="box-sizing: border-box; font-weight: bolder;">Brands and customers not on the same page<br style="box-sizing: border-box;" /></span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">What’s really interesting is how the brands are so far off in identifying the primary concerns of their customers. For example, the top item on a customer’s wishlist (67 percent) is checkout-less payment options.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Only 18 percent of brand representatives identified that as what their customers would like to have. They failed to perceive that customers really wish “to solve pain points like long lines,” Archer pointed out. </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">The second technological convenience customers would like is smart devices. More than half (58 percent) identified that, but only a quarter of brand representatives understood that to be desirable for customers. There was a similar gap for voice-enabled commerce, which 57 percent of customers said they wanted, and only 23 percent of brand representatives anticipated that.</p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><br /></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Read more in <a href="https://s3.amazonaws.com/external_clips/4677677/ConsumerConvenience.pdf?1687807658">Convenience Drives Consumers’ Tech Demands</a></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><br /></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Related: <a href="https://writewaypro.blogspot.com/2023/06/when-doing-business-with-humans.html">When doing business with humans</a></p><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; color: #333333; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: center; vertical-align: middle; width: 670px;"><br /></h1>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-80757576747171093772023-06-26T15:23:00.003-04:002023-06-26T15:36:37.629-04:00When doing business with humans<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqVCSoIWGvfetm2JlxIdXizFKeUY3-R2Gpe9OLh0vr8f1dNIZ8yiR4aQyYBbc5Remep9rgwmkV3tbxMzdp0D6_h-cLFi8cjxwin7NINe09dZ_LC91hivWzUPgkKeykmMawqzg1T2YyUtDDyEGjGE4fPPGyPpoco1ZZw_mAUKkqjYe92NOWCspqM-LqKIQj/s640/speak-to-representative-automated.gif" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="640" data-original-width="640" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqVCSoIWGvfetm2JlxIdXizFKeUY3-R2Gpe9OLh0vr8f1dNIZ8yiR4aQyYBbc5Remep9rgwmkV3tbxMzdp0D6_h-cLFi8cjxwin7NINe09dZ_LC91hivWzUPgkKeykmMawqzg1T2YyUtDDyEGjGE4fPPGyPpoco1ZZw_mAUKkqjYe92NOWCspqM-LqKIQj/s320/speak-to-representative-automated.gif" width="320" /></a></div><br /><span face="Inter, sans-serif" lang="EN" style="box-sizing: border-box; font-size: 16px;"><br /></span><p></p><p><span face="Inter, sans-serif" lang="EN" style="box-sizing: border-box; font-size: 16px;"><br /></span></p><p><span face="Inter, sans-serif" lang="EN" style="box-sizing: border-box; font-size: 16px;">Customers don’t care about your shiny new tech, only about what improves their experience with a brand. That’s the thing to remember when setting up communication channels: tech solutions are not necessarily going to make your customers happier, and they can have the opposite effect.</span><span face="Inter, sans-serif" style="background-color: white; font-size: 16px;"> </span></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><span lang="EN" style="box-sizing: border-box;">That was the subject of a recent survey of over 2,000 U.S. consumers commissioned by <a href="https://blog.invoca.com/new-research-from-invoca-and-the-harris-poll/" style="background-color: transparent; box-sizing: border-box; text-decoration-line: none; transition: color 0.25s ease 0s;" target="_blank">Invoca</a>.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><span lang="EN" style="box-sizing: border-box;">Among its findings was that over half of customers (52 percent) report feeling frustrated with companies that offer </span><span lang="EN" style="box-sizing: border-box;">“</span><span lang="EN" style="box-sizing: border-box;">no option for a human interaction” and close to a fifth (18 percent) go so far as to express anger about it. That indicates a setup that relies exclusively on automated communication incurs more negative than positive feeling, as only 16 percent report that they enjoy the experience.</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><span lang="EN" style="box-sizing: border-box;">It’s not a big surprise that Invoca finds variations between age groups with respect to trust in AI. Generally, the younger they are, the more they trust. </span><span lang="EN" style="box-sizing: border-box;">“</span><span lang="EN" style="box-sizing: border-box;">AI generated advice (80 percent of 18 to 34-year-olds vs. 62 percent ages 35 plus) — especially when it comes to financial services and healthcare, with 22 percent (each) of 18 to 34-year-olds trusting AI-generated advice for healthcare and finance compared to 10 percent (each) of 65-plus year olds.”</span> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><br /></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Read more in <a href="https://s3.amazonaws.com/external_clips/4677669/Too_much_Ai.pdf?1687806897">Too Much AI?</a> </p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;"><br /></p><p style="background-color: white; box-sizing: border-box; font-family: Inter, sans-serif; font-size: 16px; margin-bottom: 16px; margin-top: 16px;">Related: </p><h1 class="title entry-title" itemprop="name" style="display: table-cell; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><a data-id="542798798460479290" data-item-type="post" href="https://writewaypro.blogspot.com/2023/06/customers-and-brands-are-not-on-same.html" itemprop="url" rel="bookmark" style="outline: none; transition: color 0.3s ease 0s;"><span style="font-size: small;">Customers and brands are not on the same page about tech</span></a></h1>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-23418477612750067982023-06-14T10:59:00.003-04:002023-08-15T16:44:31.063-04:00Bard vs Bard: why you can't just accept the first AI prompt response<p> </p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs7eAfDwJDPqYcaXl5Z1mVRstHqsC2M4RdC1v5WdMJkmd_1JI1P6Wspoz87d-XZiov1NGb95PRYAJenN2pehUhRJcJlc-JPbIN7FVS3o8-LzRxH6Y9IRaFIVOgHSQUX-iveo160JdKaDQsBKR0l81WRLEcOT2Zv-IhcyGh4p1EBBwSsb_fVPYpq8tjcQ/s1200/spider-man-pointing-meme.jpeg" style="margin-left: 1em; margin-right: 1em;"><img alt="Pointing Spiderman meme -- original version" border="0" data-original-height="676" data-original-width="1200" height="236" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhs7eAfDwJDPqYcaXl5Z1mVRstHqsC2M4RdC1v5WdMJkmd_1JI1P6Wspoz87d-XZiov1NGb95PRYAJenN2pehUhRJcJlc-JPbIN7FVS3o8-LzRxH6Y9IRaFIVOgHSQUX-iveo160JdKaDQsBKR0l81WRLEcOT2Zv-IhcyGh4p1EBBwSsb_fVPYpq8tjcQ/w420-h236/spider-man-pointing-meme.jpeg" title="Pointing Spiderman meme -- original version" width="420" /></a></div><br /><p></p><p>Lately, I've been thinking about business terms that only came into being in the past decade or two. Among them is RevOps, short for revenue operations. I wrote an <a href="https://s3.amazonaws.com/external_clips/4544130/ZylotechAgeRevOperations.pdf?1678457919">eBook </a>on the topic several years ago, so I know that it predates 2018. But I wanted to pinpoint the term's origin.</p><p><br /></p><p>I asked Bing, and this is where it gets interesting. What it said in answer to the first prompt, "Who coined the term revenue operations?" was contradicted by the second. Here's the response to the first prompt: </p><div _ngcontent-ng-c229160530="" bis_skin_checked="1" class="conversation-container ng-tns-c229160530-1 ng-star-inserted" style="-webkit-text-stroke-width: 0px; font-family: "Times New Roman"; font-style: normal; font-variant-caps: normal; font-variant-ligatures: normal; font-weight: 400; letter-spacing: normal; margin: 16px; orphans: 2; text-align: start; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px;"><model-response _ngcontent-ng-c229160530="" _nghost-ng-c2380199325="" class="ng-tns-c229160530-1 ng-tns-c2380199325-13 ng-star-inserted"><div _ngcontent-ng-c2380199325="" bis_skin_checked="1" class="ng-tns-c2380199325-13 ng-trigger ng-trigger-responsePopulation ng-animate-disabled"><response-container _ngcontent-ng-c2380199325="" _nghost-ng-c772920666="" class="ng-tns-c2380199325-13 ng-star-inserted"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="response-container ng-star-inserted" jslog="173900;track:impression" style="--response-container-initial-height: 44px; --response-container-padding: 12px; -webkit-box-direction: normal; -webkit-box-orient: vertical; border-radius: 16px; display: flex; flex-direction: column; margin: 0px 0px 16px; padding: var(--response-container-padding); position: relative;"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="presented-response-container" style="-webkit-box-direction: normal; -webkit-box-orient: horizontal; display: flex; flex-direction: row;"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="response-container-content" style="-webkit-box-flex: 1; flex: 1 1 0%; height: auto; margin-top: 4px; overflow: hidden;"><message-content _ngcontent-ng-c2380199325="" _nghost-ng-c2447686168="" class="model-response-text ng-tns-c2380199325-13 ng-star-inserted" id="message-content-idr_46e242bff227573e" style="display: block; height: auto; margin-inline-end: 24px; overflow-x: hidden; width: 614.247px;"><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="color: var(--bard-color-on-surface); font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; font-weight: 400; letter-spacing: normal; line-height: 1.5rem; margin-right: 24px;"><p style="margin: 0px 0px 24px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white;">The term "revenue operations" was coined by Chris Goede, the former Chief Revenue Officer at HubSpot. Goede first used the term in a 2016 blog post, in which he argued that the traditional sales and marketing functions were no longer sufficient to drive revenue growth. He proposed a new approach, which he called "revenue operations," that would bring together sales, marketing, and customer success under a single leader.</span></p><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white;">Goede's ideas quickly caught on, and the term "revenue operations" has become increasingly popular in recent years. Today, there are a number of companies that specialize in helping organizations implement revenue operations practices.</span></p><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white;">Here are some of the key principles of revenue operations:</span></p><ul style="margin: 4px 0px; padding-inline-start: 36px;"><li style="margin-bottom: 10px;"><span style="background-color: white;"><strong style="font-weight: 500;">Alignment:</strong><span> </span>Revenue operations requires close alignment between sales, marketing, and customer success. All three functions must work together to create a seamless customer experience that drives revenue growth.</span></li><li style="margin-bottom: 10px;"><span style="background-color: white;"><strong style="font-weight: 500;">Data-driven decision-making:</strong><span> </span>Revenue operations is all about using data to make better decisions. By tracking key metrics and trends, revenue operations teams can identify opportunities to improve the customer experience and drive revenue growth.</span></li><li style="margin-bottom: 10px;"><span style="background-color: white;"><strong style="font-weight: 500;">Technology:</strong><span> </span>Revenue operations relies on technology to automate tasks and streamline processes. By automating repetitive tasks, revenue operations teams can free up time to focus on more strategic initiatives.</span></li></ul><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white;">Revenue operations is a relatively new concept, but it has the potential to revolutionize the way organizations drive revenue growth. By bringing together sales, marketing, and customer success under a single leader and using data-driven decision-making, revenue operations teams can create a seamless customer experience that drives revenue growth.</span></p></div><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="color: var(--bard-color-on-surface); font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; font-weight: 400; letter-spacing: normal; line-height: 1.5rem; margin-left: 24px;"><h2 style="margin: 24px 0px; text-align: left; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white;">Second attempt</span></h2></div><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="color: var(--bard-color-on-surface); font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; font-weight: 400; letter-spacing: normal; line-height: 1.5rem; margin-right: 24px;"><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white; color: black; font-family: "Times New Roman"; font-size: medium; white-space-collapse: collapse;">Not being a novice at generative AI, I decided to corroborate what it said and asked" Did Chris Goede coin the term revenue operations?" One would assume Bing would say "Yes," to be consistent with its previous answer. But then one would be wrong. This is what it responded:</span></p><p style="background-color: white; color: #1f1f1f; margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;">No, Chris Goede did not coin the term revenue operations. The term was first used in a 2012 article by Jason Lemkin, the CEO of SaaSquatch. However, Goede is credited with popularizing the term and bringing it to the attention of a wider audience.</p><p style="background-color: white; color: #1f1f1f; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">In 2016, Goede wrote a blog post for HubSpot in which he defined revenue operations as "the alignment of sales, marketing, and customer success around a shared goal of driving revenue." He argued that revenue operations is essential for organizations that want to grow their revenue and compete in today's competitive marketplace.</p><p style="background-color: white; color: #1f1f1f; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">Since then, Goede has continued to speak and write about revenue operations. He is also the co-founder of Revenue Collective, a community of revenue leaders who are committed to driving revenue growth.</p><h2 style="margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;"><span style="background-color: white;">Third time not a charm</span></h2></div><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="color: var(--bard-color-on-surface); font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; font-weight: 400; letter-spacing: normal; line-height: 1.5rem; margin-right: 24px;"><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white; color: black; font-family: "Times New Roman"; font-size: medium; white-space-collapse: collapse;">It then continues to plug RevOPs, but that's not of interest to me with this query, so I put in another one: "Was Jason Lemkin the first person to use the term revenue operations?" I find it truly fascinating that this stumped Bard, as indicated by this response: </span></p><model-response _ngcontent-ng-c229160530="" _nghost-ng-c2380199325="" class="ng-tns-c229160530-1 ng-tns-c2380199325-29 ng-star-inserted" style="background-color: #f3f6fc; font-family: "Times New Roman"; font-size: medium;"><div _ngcontent-ng-c2380199325="" bis_skin_checked="1" class="ng-tns-c2380199325-29 ng-trigger ng-trigger-responsePopulation ng-animate-disabled"><response-container _ngcontent-ng-c2380199325="" _nghost-ng-c772920666="" class="ng-tns-c2380199325-29 ng-star-inserted"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="response-container ng-star-inserted" jslog="173900;track:impression" style="--response-container-initial-height: 44px; --response-container-padding: 12px; -webkit-box-direction: normal; -webkit-box-orient: vertical; background-color: var(--bard-color-response-container-background); border-radius: 16px; display: flex; flex-direction: column; margin: 0px 0px 16px; padding: var(--response-container-padding); position: relative;"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="presented-response-container" style="-webkit-box-direction: normal; -webkit-box-orient: horizontal; display: flex; flex-direction: row;"><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="logo-gutter ng-star-inserted" style="-webkit-box-direction: normal; -webkit-box-orient: vertical; display: flex; flex-direction: column;"><br /><recitations-gutter _ngcontent-ng-c772920666="" _nghost-ng-c3881807782="" class="ng-star-inserted" style="-webkit-box-flex: 1; flex-grow: 1; height: 183.906px; overflow: hidden;"><div _ngcontent-ng-c3881807782="" bis_skin_checked="1" class="resize-observable" style="background-color: transparent; height: 183.906px; pointer-events: none;"></div></recitations-gutter></div><div _ngcontent-ng-c772920666="" bis_skin_checked="1" class="response-container-content" style="-webkit-box-flex: 1; flex: 1 1 0%; height: auto; margin-top: 4px; overflow: hidden;"><message-content _ngcontent-ng-c2380199325="" _nghost-ng-c2447686168="" class="model-response-text ng-tns-c2380199325-29 ng-star-inserted" id="message-content-idr_fa290bd13624dcab" style="color: var(--bard-color-on-surface); display: block; height: auto; margin-inline-end: 24px; overflow-x: hidden; width: 614.247px;"><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; line-height: 1.5rem; margin-right: 24px;"><p style="margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;">I do not have enough information about that person to help with your request. I am a large language model, and I am able to communicate and generate human-like text in response to a wide range of prompts and questions, but my knowledge about this person is limited. Is there anything else I can do to help you with this request?</p><h2 style="margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;"><span style="background-color: white;">Round 4</span></h2><p style="margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;"><span style="background-color: white; color: black; font-family: "Times New Roman"; font-size: medium; white-space-collapse: collapse;"> So I gave it another shot (and if this doesn't prove I'd be an amazing prmpt engineer, I don't know what does). I put in the query: "When did the term "revenue operations" first appear in print?" That got an answer that reinforced the second one with some relevant context:</span></p><p style="margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;"><span style="background-color: white; color: #1f1f1f; font-size: 1rem;">The term "revenue operations" first appeared in print in a 2012 article by Jason Lemkin, the CEO of SaaSquatch. In the article, Lemkin argued that revenue operations is a new discipline that combines sales, marketing, and customer success to drive revenue growth.</span></p><p style="background-color: white; color: #1f1f1f; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">Here is the excerpt from the article:</p><blockquote style="background-color: white; color: #1f1f1f;"><p style="margin: 0px 0px 24px; white-space-collapse: preserve; word-break: break-word;">"Revenue operations is a new discipline that combines sales, marketing, and customer success to drive revenue growth. It's about creating a seamless customer experience that drives more sales, more upsells, and more renewals. It's about using data to make better decisions about where to allocate resources and how to improve the customer experience. And it's about automating tasks to free up time for employees to focus on more strategic initiatives."</p></blockquote><p style="background-color: white; color: #1f1f1f; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">Since then, the term "revenue operations" has become increasingly popular. There are now a number of companies that specialize in helping organizations implement revenue operations practices.</p><p style="background-color: white; color: #1f1f1f; margin: 24px 0px; white-space-collapse: preserve; word-break: break-word;">Here are some of the key benefits of revenue operations:</p><ul style="background-color: white; color: #1f1f1f; margin: 4px 0px; padding-inline-start: 36px;"><li style="margin-bottom: 10px;">Increased revenue: Revenue operations can help organizations increase revenue by improving the customer experience and driving more sales.</li><li style="margin-bottom: 10px;">Reduced costs: Revenue operations can help organizations reduce costs by streamlining processes and automating tasks.</li><li style="margin-bottom: 10px;">Improved customer satisfaction: Revenue operations can help organizations improve customer satisfaction by providing a seamless customer experience.</li><li style="margin-bottom: 10px;">Increased employee productivity: Revenue operations can help organizations increase employee productivity by freeing up time for employees to focus on more strategic initiatives.</li></ul><h2 _ngcontent-ng-c2806526626="" class="query-text ng-tns-c2806526626-34 ng-star-inserted" dir="ltr" style="color: #1f1f1f; font-size: 1rem; font-weight: 400; line-height: 1.5rem; margin-block: 0px; padding-top: 5px; white-space-collapse: preserve;">Related posts:</h2><div><br /></div><div><div><a href="https://writewaypro.blogspot.com/2023/05/ais-early-attempts-at-screenwriting.html" style="display: inline; outline: none; text-align: justify; transition: color 0.3s ease 0s;">AI's early attempts at screenwriting</a></div><div><a href="http://uncommoncontent.blogspot.com/2023/08/the-perils-of-prompt-engineering.html" style="font-size: 1rem;">The perils of prompt engineering</a></div><div><a href="https://writewaypro.blogspot.com/2023/04/an-ab-test-of-generative-ai.html">An A/B test of generative AI</a></div><div><a href="https://writewaypro.blogspot.com/2023/06/bard-brings-in-clowns-for-my-query-on.html">Bard brings in the clowns</a></div><div><br style="font-family: "Times New Roman"; font-size: medium;" /></div></div></div></message-content></div></div></div></response-container></div></model-response></div><div _ngcontent-ng-c2447686168="" bis_skin_checked="1" class="markdown" dir="ltr" style="color: var(--bard-color-on-surface); font-family: "Google Sans", "Helvetica Neue", sans-serif; font-size: 1rem; font-weight: 400; letter-spacing: normal; line-height: 1.5rem; margin-left: 24px;"><p style="margin: 24px 0px; white-space: pre-wrap; word-break: break-word;"><span style="background-color: white; color: black; font-family: "Times New Roman"; font-size: medium; white-space-collapse: collapse;"><br /></span></p></div></message-content></div></div></div></response-container></div></model-response></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-52664174320809519982023-06-12T20:35:00.012-04:002023-08-31T11:04:41.372-04:00A matter of degree<p></p><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto;"><tbody><tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDyl0FlmNOaOGszKrAfAErIjFlsUw1mfZXTab4N4lGZ0FvfvfC52DY8BfrkjOh-UfVCXCqQwKgyDz95fBQGTzpKM-C7TjSp_Ub4PBdVxqJTmUbzNFgl5V1ouHwqoX7f0_pxY_J52VqRgLypCZLAS4WxFAM86y_Swt1cSuir5Z6uoIv72hh1G781zzLKw/s4272/pexels-feyza-tu%C4%9Fba-12752021.jpg" style="margin-left: auto; margin-right: auto;"><img alt="hand in graduation gown clasp rolled up diploma and graduation cap" border="0" data-original-height="4272" data-original-width="2848" height="557" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDyl0FlmNOaOGszKrAfAErIjFlsUw1mfZXTab4N4lGZ0FvfvfC52DY8BfrkjOh-UfVCXCqQwKgyDz95fBQGTzpKM-C7TjSp_Ub4PBdVxqJTmUbzNFgl5V1ouHwqoX7f0_pxY_J52VqRgLypCZLAS4WxFAM86y_Swt1cSuir5Z6uoIv72hh1G781zzLKw/w433-h557/pexels-feyza-tu%C4%9Fba-12752021.jpg" width="433" /></a></td></tr><tr><td class="tr-caption" style="text-align: center;">Photo credit: https://www.pexels.com/photo/close-up-shot-of-a-person-holding-a-diploma-and-a-graduation-hat-12752021/*</td></tr></tbody></table><br /> <p></p><p><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">I got this question from someone on LinkedIn: "If I might ask a question, how do you feel your PhD has helped you in your content writing?"</span></p><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">I'm not a degree snob. In truth, you don't need a PhD to produce content. Some people manage quite well with no degree at all.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">The reason I completed the degree back in my early youth is that I thought I'd make a career in academia. Several years of adjuncting disabused me of that notion.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Here's the gist of the answer: </span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">It helps in ways most people don't appreciate because they think about content marketing as just applying SEO tricks (plug in the keywords, use the right tags, follow a template, and put in a clickbait headline).</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">You get boring, predictable, and disappointing content when that's all you've got. Even if the information is accurate -- and it frequently is not -- it is not going to be a pleasure to read.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Aiming for high quality content takes more than formulas. And that's where the skills related to earning a PhD are relevant:</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">🗃1. The ability to do research to find out what you need to know about the industry, product, and the customers who use it to present a clear and accurate account rather than fudging things.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">🔍2. Obsession with tracing quotes to the original source</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">This is very important in an industry in which people tend to copy each other and lose the context and the year of the stat, presenting old information as if it's current.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">🗺3. Vision combined with practical planning</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Completing a PhD doesn't just take a big idea but organization, persistence and an understanding of how to break down a huge project that last years into smaller steps. You have to do the same when planning a content marketing strategy and content calendar.</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">📚4. The best models for content in your head</span><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">I have a lot of literature in my head that I can draw on to make interesting connections and offer memorable phrases that resonate.</span><div><br /></div><div>*<span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;">Yes, I used a stock photo to represent a graduation. I didn't attend any of my own since the 8th grade. </span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><span style="font-size: medium;">Download and read my dissertatio here: </span><a href="https://academicworks.cuny.edu/gc_etds/1658/" style="font-size: medium;">CUNY Academic Works</a></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><br /></span></div><div><span color="rgba(0, 0, 0, 0.9)" face="-apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif" style="background-color: white; font-size: 14px;"><span style="font-size: medium;">Learn more about what I've done as a content marketing specialist, particularly for B2B tech, here: </span><a href="https://writewaypro.weebly.com/experience-and-testimonials.html" style="font-size: medium;">Experience and Testimonials</a><span style="font-size: medium;"> To book a free phone consultation, use this </span><a href="https://calendly.com/writewaypro/20-minute-free-consultation?month=2023-03" style="font-size: medium;">Calendly link </a></span></div><div><br /></div><div><h1 class="title entry-title" itemprop="name" style="background-color: white; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="white-space-collapse: preserve-breaks;">Related:</span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="https://writewaypro.blogspot.com/2023/06/what-little-prince-teaches-us-about.html">What the Little Princes teaches us about marketing</a></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/add-pinch-of-salt-to-ai-creativity.html">Add a pinch of salt to creative claims for AI</a></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/the-perils-of-prompt-engineering.html">The perils of prompt engineering</a></div></h1></div><div><br /></div><div></div><div><h1 class="title entry-title" itemprop="name" style="background-color: white; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a> </div></h1><br style="background-color: white; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 14px; line-height: inherit;" /><br /></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-67538668934570921462023-06-09T15:38:00.013-04:002023-08-31T11:15:37.962-04:00Bard brings in the clowns for my query on ICP<div class="separator"><p style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: arial;"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /><br /></span></span></span></span></p></div><p><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQM9AUhbO2WjVpNOsNVkMIMGkEPo3hKWW7ORfVlLL2ZdQZrvkiamqvOOWILNFtOjI2ivUzdODS-TW4C-ipllP1y-UfqKOkFeT-O6KDdD7ZZ3D_NYLPbfUUut8B7pM7pZg_lkrzf7ERTnXcbsqcBBIh1P5gVq2gUV-O-r7CLtjisJSaJQ3bIOoOV5FU4w/s3966/pexels-capotina-entretenimientos-14712376.jpg" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" data-original-height="2644" data-original-width="3966" height="346" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQM9AUhbO2WjVpNOsNVkMIMGkEPo3hKWW7ORfVlLL2ZdQZrvkiamqvOOWILNFtOjI2ivUzdODS-TW4C-ipllP1y-UfqKOkFeT-O6KDdD7ZZ3D_NYLPbfUUut8B7pM7pZg_lkrzf7ERTnXcbsqcBBIh1P5gVq2gUV-O-r7CLtjisJSaJQ3bIOoOV5FU4w/w520-h346/pexels-capotina-entretenimientos-14712376.jpg" width="520" /></a><span style="font-family: arial;"> </span></p><p><span style="background-color: white; font-family: arial;"><br /></span></p><p><span style="background-color: white; font-family: arial;"><img border="0" data-original-height="218" data-original-width="196" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjgXkqUoreEwXHr8vbTk2gnEnKuVpxm2Kjf9Se2Iu3TuxwgkTFh5yNrXuXIztDyBUVOJYK018RR3wao6aZouthWdxLLvO8h0B1SQxDOUXDhwM6x9qNNW_geFPAwy9RSzYosXtS57op5gJoTou_JYVI_OEHYTZNRiWk-1VgSZvR6-oPG85FtnM9GO_5T3A/w287-h320/built.jpg" style="font-family: "Times New Roman";" width="287" /></span></p><p><span style="background-color: white;"><span style="font-family: arial;"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">I've been reading <i>Built to Last,</i> a 1994 book about </span></span></span> successful businesses.<span color="var(--color-text)"> None of the</span></span><span color="var(--color-text)" style="font-family: arial;"> business models relied on the internet</span><span color="var(--color-text)" style="font-family: arial;">, and many of them already had many decades of history behind them. I noticed that the</span><span color="var(--color-text)" style="font-family: arial;"> jargon</span><span color="var(--color-text)" style="font-family: arial;"> </span><span color="var(--color-text)" style="font-family: arial;">in the book is quite different from today's.</span></span></p><span style="background-color: white; font-family: arial;"><a class="tap-target update-components-mini-update-v2__link-to-details-page text-body-medium ember-view" href="https://www.linkedin.com/feed/update/urn:li:activity:7072245382642049025/" id="ember538" style="border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; cursor: pointer; line-height: var(--line-height-default); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration-line: none; touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"></a></span><div bis_skin_checked="1" class="feed-shared-inline-show-more-text feed-shared-update-v2__description feed-shared-inline-show-more-text--minimal-padding feed-shared-inline-show-more-text--expanded" style="--artdeco-reset-typography_getlineheight: 1.42857; -webkit-line-clamp: initial; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: 2rem; margin: 0px 0.8rem 1.2rem; max-height: none; max-width: 928px; overflow: hidden; padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><span style="border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; line-height: var(--line-height-default); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="background-color: white; font-family: arial;"><a class="tap-target update-components-mini-update-v2__link-to-details-page text-body-medium ember-view" href="https://www.linkedin.com/feed/update/urn:li:activity:7072245382642049025/" id="ember538" style="border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; cursor: pointer; line-height: var(--line-height-default); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); text-decoration-line: none; touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"></a></span></span><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><div class="separator" style="clear: both; color: var(--color-text); text-align: center;"><span style="background-color: white;">F<span style="font-family: arial; text-align: left;">or example, there is not a single mention of ICP (ideal customer profile). That made me curious. Did this term only emerge after the book's publication?</span></span></div><span color="var(--color-text)" style="background-color: white; font-family: arial;"><br style="box-sizing: inherit; line-height: inherit;" />I turned to Bard ( see why<a href="https://writewaypro.blogspot.com/2023/04/an-ab-test-of-generative-ai.html"> here</a>) for the answer, which also explains why this term emerged only in the post-internet world. This is what it wrote, and I have to admit being somewhat amused by the somewhat pushy CTA at the end and if the "I" is meant to be the AI itself:<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" /></span><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">The term "ideal customer profile" (ICP) was first used in the early 2000s by marketing and sales professionals. It was originally used to describe a hypothetical company that would be the perfect fit for a particular product or service. However, the term has since been adopted by businesses of all sizes and industries.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">There are a few reasons why businesses started referring to ICPs. First, it became clear that not all customers are created equal. Some customers are more likely to be profitable than others. By understanding the characteristics of their ideal customers, businesses can focus their marketing and sales efforts on the most likely to convert.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Second, the rise of the internet made it easier for businesses to collect data about their customers. This data can be used to create detailed ICPs that take into account factors such as company size, industry, location, and pain points.<br style="box-sizing: inherit; line-height: inherit;" />Finally, the increasing complexity of the marketplace made it more difficult for businesses to compete on price alone. By understanding their ideal customers and their needs, businesses can differentiate themselves from the competition and offer products and services that are truly valuable.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Today, ICPs are an essential part of any successful marketing and sales strategy. By creating a detailed ICP, businesses can improve their targeting, messaging, and conversion rates. This can lead to increased sales, improved customer satisfaction, and a stronger bottom line.<br style="box-sizing: inherit; line-height: inherit;" />Here are some of the benefits of using an ICP:<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Increased sales: By targeting your marketing and sales efforts to your ideal customers, you can increase your chances of closing deals.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Improved customer satisfaction: When you understand the needs of your ideal customers, you can deliver products and services that are more likely to meet their expectations.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Stronger bottom line: By improving your sales and customer satisfaction, you can increase your profits.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">If you're not already using an ICP, I encourage you to start today. It's a simple but powerful tool that can help you take your business to the next level.</span></blockquote><p style="color: var(--color-text);"><span style="background-color: white; font-family: arial;"><br /></span></p><p style="color: var(--color-text);"><span style="background-color: white; font-family: arial;">Notice that Bard is very bullish on ICPs, even pushy, I'd venture to say. That turns out to be a bit funny when it fails to recognize the acronym for my next query for a more recent business bible.</span></p><h1 style="color: var(--color-text); text-align: left;"><span style="background-color: white; font-family: arial;">Clowns you say? </span></h1><div bis_skin_checked="1" class="feed-shared-update-v2__description-wrapper" style="background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div bis_skin_checked="1" class="feed-shared-inline-show-more-text feed-shared-update-v2__description feed-shared-inline-show-more-text--minimal-padding feed-shared-inline-show-more-text--expanded" data-artdeco-is-focused="true" style="--artdeco-reset-typography_getlineheight: 1.42857; -webkit-line-clamp: initial; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: 2rem; margin: 0px 1.6rem; max-height: none; max-width: 928px; outline: none; overflow: hidden; padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);" tabindex="-1"><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV4TfRy0ELQ9fti5jPMQrsxtTDTO2jAdW2z1rhJNRv3AkqzKf651UIgARsB48pGNBblFPINfC_ESg5AxleC28gLWGx_TOxD90-VT25ukHiFDvajgAWXCva7CmL99x0fRIP1Nq4Q5r6V5hF_Nbt1wnxsYq_asPzu9M6rx07GtAvy9nXKeBZXYXrfFgx1Q/s218/hardthing.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><span style="background-color: white;"><img border="0" data-original-height="218" data-original-width="218" height="218" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjV4TfRy0ELQ9fti5jPMQrsxtTDTO2jAdW2z1rhJNRv3AkqzKf651UIgARsB48pGNBblFPINfC_ESg5AxleC28gLWGx_TOxD90-VT25ukHiFDvajgAWXCva7CmL99x0fRIP1Nq4Q5r6V5hF_Nbt1wnxsYq_asPzu9M6rx07GtAvy9nXKeBZXYXrfFgx1Q/s1600/hardthing.jpg" width="218" /></span></a><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background-color: white; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"></span></span></span></div><div bis_skin_checked="1" class="update-components-text relative feed-shared-update-v2__commentary" dir="ltr" style="--artdeco-reset-typography_getfontsize: 1.4rem; --artdeco-reset-typography_getlineheight: 1.42857; background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: var(--color-text); line-height: var(--artdeco-reset-typography_getLineHeight); margin: var(--artdeco-reset-base-margin-zero); padding: var(--artdeco-reset-base-padding-zero); position: relative; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span class="break-words" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline); word-break: break-word;"><span style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span dir="ltr" style="background: var(--artdeco-reset-base-background-transparent); border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; line-height: inherit; margin: var(--artdeco-reset-base-margin-zero); outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="background-color: white; font-family: arial;">I also recently read <i>The Hard Thing About Hard Things</i> published in 2014. I don't recollect a single mention of ICP. Just to be sure, I asked Bard, which shows a kind of split personality when it comes to recalling acronyms. This was its response:<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" /></span><blockquote><span style="background-color: white; font-family: arial;">No, the book "The Hard Thing About Hard Things" by Ben Horowitz does not mention ICP. ICP stands for Insane Clown Posse, a hip hop duo from Detroit, Michigan. The book is about the challenges of running a startup company, and ICP is not relevant to that topic.<br style="box-sizing: inherit; line-height: inherit;" />The book does mention a few other bands, such as The Beatles and The Rolling Stones. However, these bands are mentioned in the context of how they have influenced the music industry. ICP is not mentioned in the book at all.</span></blockquote><span style="background-color: white; font-family: arial;"><br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" />Knowing that when you work with generative AI you have to try your prompt multiple times, I get it another whirl and wrote out "ideal customer profile" for the query. Now Bard grasped what I was asking and responded:<br style="box-sizing: inherit; line-height: inherit;" /><br style="box-sizing: inherit; line-height: inherit;" /></span><blockquote><span style="background-color: white; font-family: arial;">"The book "The Hard Thing About Hard Things" by Ben Horowitz does not explicitly mention the need for an ideal customer profile. However, the book does talk about the importance of knowing your target market and understanding their needs. This is essentially what an ideal customer profile is.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote><span style="background-color: white; font-family: arial;">In Chapter 1, Horowitz writes, "The first thing you need to do is figure out who you're building for." He goes on to say that you need to "understand their pain, their goals, and their constraints." This is all information that would be included in an ideal customer profile.<br style="box-sizing: inherit; line-height: inherit;" />In Chapter 2, Horowitz writes about the importance of "building a product that people actually want." He says that you need to "get feedback from your customers early and often." This is another way of saying that you need to understand your target market and their needs.<br style="box-sizing: inherit; line-height: inherit;" />Overall, while the book does not explicitly mention the need for an ideal customer profile, it does emphasize the importance of understanding your target market and their needs. This is essentially what an ideal customer profile is.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote><span style="background-color: white; font-family: arial;">Here are some additional tips for creating an ideal customer profile:<br style="box-sizing: inherit; line-height: inherit;" />Identify your target market. Who are you trying to sell to? What are their demographics? What are their needs and wants?<br style="box-sizing: inherit; line-height: inherit;" />Research your target market. What are they reading? What are they talking about online? What are their pain points?<br style="box-sizing: inherit; line-height: inherit;" />Create a persona. Once you have a good understanding of your target market, create a persona. This is a fictional representation of your ideal customer.<br style="box-sizing: inherit; line-height: inherit;" /></span></blockquote><p><span style="background-color: white;"> </span></p><blockquote><span style="background-color: white; font-family: arial;">Use your ideal customer profile to guide your marketing and sales efforts. Use your persona to create content, develop marketing campaigns, and target your sales efforts.</span></blockquote><p><span style="background-color: white;"><br /></span></p><p><span style="background-color: white;"><br /></span></p><h1 class="title entry-title" itemprop="name" style="color: black; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; vertical-align: middle; width: 670px;"><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="background-color: white; white-space-collapse: preserve-breaks;">Related:</span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="https://writewaypro.blogspot.com/2023/06/a-matter-of-degree.html" style="background-color: white;">A matter of degree</a></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/add-pinch-of-salt-to-ai-creativity.html" style="background-color: white;">Add a pinch of salt to creative claims for AI</a></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><a href="http://uncommoncontent.blogspot.com/2023/08/the-perils-of-prompt-engineering.html" style="background-color: white;">The perils of prompt engineering</a></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="background-color: white;"><br /></span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="background-color: white;"><br /></span></div><div style="color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><span style="background-color: white;"><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;">Visit </span><a href="http://writewaypro.weebly.com/" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">WriteWayPro.weebly.com</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> Like and follow on </span><a href="https://www.facebook.com/writewaypro.weebly" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">Facebook</a><span style="color: #333333; font-family: arial; font-size: 14px; text-align: justify;"> and on </span><a href="https://www.linkedin.com/company/write-way-pro" style="color: #009eb8; display: inline; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 14px; outline: none; text-align: justify; text-decoration-line: none; transition: color 0.3s ease 0s;">LinkedIn</a></span></div></h1><p> </p></span></span></span></div></div></div><div bis_skin_checked="1" class="update-components-mini-update-v2 feed-shared-update-v2__update-content-wrapper artdeco-card" style="border-radius: var(--corner-radius-medium) !important; border: none; box-shadow: rgba(0, 0, 0, 0.15) 0px 0px 0px 1px, rgba(0, 0, 0, 0.2) 0px 2px 3px; box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px; margin: 0.8rem 1.6rem 0.4rem; overflow: hidden; padding: var(--artdeco-reset-base-padding-zero); position: relative; transition: box-shadow 83ms ease 0s; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"></div><h1 class="title entry-title" itemprop="name" style="background-color: #fafafa; display: table-cell; font-family: "Helvetica Neue Light", HelveticaNeue-Light, "Helvetica Neue", Helvetica, Arial, sans-serif; font-size: 20px; font-weight: normal; margin: 0px; padding: 0px 40px 0px 0px; position: relative; text-align: left; vertical-align: middle; width: 670px;"><br /><div style="background-color: white; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: 16px;"><br /></div><p style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); counter-reset: list-1 0 list-2 0 list-3 0 list-4 0 list-5 0 list-6 0 list-7 0 list-8 0 list-9 0; cursor: text; font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; line-height: var(--artdeco-reset-typography_getLineHeight); margin: 0px; padding: 0px; vertical-align: var(--artdeco-reset-base-vertical-align-baseline); white-space-collapse: preserve;"><br /></p></h1></div></div>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0tag:blogger.com,1999:blog-5821013774302676465.post-41472950183690309342023-06-08T11:18:00.007-04:002023-07-14T12:33:03.435-04:00Should you market like Apple or OpenAI?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiozfV9o_mh6SjpzJblj1a6Wiw8mAORZ9vIfiLpiG135cc9_0aToNZOfpLtuRb_kJ33hYY0y2DqJfdr9jd_m0nVzqkWVAmdmnHUKAa3AwxqiPcwC6YK7EVnk1XEUTYqe6uKaXbT8CruZeXdIX-jwof1XY7NM4ibqA3Q-8gNRdYDEjZ3bdaIH7hMGdsO0g/s774/AppleOpenAI.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="255" data-original-width="774" height="221" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiozfV9o_mh6SjpzJblj1a6Wiw8mAORZ9vIfiLpiG135cc9_0aToNZOfpLtuRb_kJ33hYY0y2DqJfdr9jd_m0nVzqkWVAmdmnHUKAa3AwxqiPcwC6YK7EVnk1XEUTYqe6uKaXbT8CruZeXdIX-jwof1XY7NM4ibqA3Q-8gNRdYDEjZ3bdaIH7hMGdsO0g/w674-h221/AppleOpenAI.jpg" width="674" /></a></div><br /><p><br /></p><p><br /></p><p><br /></p><div style="text-align: left;"><span color="rgba(0, 0, 0, 0.9)" style="background-color: white; font-family: arial; font-size: var(--font-size-large);">When it comes to winning through marketing, there are two divergent strategies that can deliver spectacular results. We’ve seen them at work in recent months with the launch of new offerings that have generated massive hype.</span></div><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: x-large; font-weight: var(--font-weight-bold);">Aim high or low </span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">One marketing approach is based on mass distribution to get people to sample your offering for free while adding to the hype about it. The other is based on loyalty to a strong brand that has won over fans willing to pay a premium price. </p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">Which one you choose depends on what kind of product you are offering and what your brand position is. As loyalty is only earned over time and through people’s positive experience with products, Apple’s marketing is not usually going to work for a new kid on the block. </span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-weight: var(--font-weight-bold);"><span style="font-size: large;">ChatGPT takes the low road to success</span></span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Understanding that, OpenAI took the tactic of mass distribution on a scale we have not seen before. It launched ChatGPT on November 30, 2022 and attracted <a href="https://twitter.com/sama/status/1599668808285028353" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">over a million users in the first five days</a>. </p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">In just two months, it hit 100 million monthly active users, which made it “the fastest-growing consumer application in history,” <a href="https://www.reuters.com/technology/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01/" style="background-color: var(--artdeco-reset-link-background-color-transparent); border: var(--artdeco-reset-link-border-zero); box-sizing: inherit; font-size: var(--artdeco-reset-base-font-size-hundred-percent); font-weight: var(--font-weight-bold); margin: var(--artdeco-reset-base-margin-zero); overflow-wrap: break-word; padding: var(--artdeco-reset-base-padding-zero); text-decoration: var(--artdeco-reset-link-text-decoration-none); touch-action: manipulation; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"> Reuters reported</a>. It now boasts of 1.8 billion visits a month, and many of those visitors are happy to pay the $20 a month subscription for ChatGPTplus, which was introduced in February. </p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">What made ChatGPT take off so rapidly was the build-up of hype that continued to grow as a result of people being able to gain access to generative AI on their own devices simply by registering and logging in. Remove any barriers to entry – like cost or the need for specialized equipment — and you get to enjoy rates of PLG (product-led growth).</p><h3 class="reader-text-block__heading2" style="--artdeco-reset-typography_getfontsize: 2.4rem; --artdeco-reset-typography_getlineheight: 1.33333; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-display-small); font-weight: var(--font-weight-bold); line-height: var(--artdeco-reset-typography_getLineHeight); margin: 3.2rem 0px; outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"></h3><h3 class="reader-text-block__heading2" style="--artdeco-reset-typography_getfontsize: 2.4rem; --artdeco-reset-typography_getlineheight: 1.33333; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-weight: var(--font-weight-bold); line-height: var(--artdeco-reset-typography_getLineHeight); margin: 3.2rem 0px; outline: var(--artdeco-reset-base-outline-zero); padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: large;">Apple takes the high road</span></h3><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span face="Helvetica, Arial, sans-serif" style="background-color: transparent; white-space-collapse: preserve;">In contrast to OpenAI, Apple already has a well-established customer base eager to experience its new offerings. Accordingly, it doesn’t have to offer free access and can seriously expect people to pay $3499 for the </span>Apple Vision Pro<span face="Helvetica, Arial, sans-serif" style="background-color: transparent; white-space-collapse: preserve;"> that is to become available for sale only in 2024. </span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Why unveil something a half a year before you can even preorder it? To heighten the anticipation and the satisfaction the early adopters will feel when they are among the first to obtain the latest offering from a brand they love.</p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">Even at this stage, they are all reading the tweets, viewing the videos, and asking questions that show a high level of interest. That level of engagement combined with the reviews from all the tech journalists who got to play with the headset create a type of hype that is more rarified than that surrounding ChatGPT but just as impactful.</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhL5O1UP0igWZgbiTM87QMBvsk0Da6YZopM_wNvZ7Y3hAKEjcPcKCYfs0ukgKYTC-k6W3bXUM2UHBzudlGhdQ8FoZEqUJz2chB2d2xiIxHLIEwDdr4NeCwa3ewEjeP9md_E1vgEV7PDvOlcPzNP_a8okXrlInyhbd-ahSFoye8NTzjVJqefvibRQNPPDA/s680/TimCook.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="481" data-original-width="680" height="293" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhL5O1UP0igWZgbiTM87QMBvsk0Da6YZopM_wNvZ7Y3hAKEjcPcKCYfs0ukgKYTC-k6W3bXUM2UHBzudlGhdQ8FoZEqUJz2chB2d2xiIxHLIEwDdr4NeCwa3ewEjeP9md_E1vgEV7PDvOlcPzNP_a8okXrlInyhbd-ahSFoye8NTzjVJqefvibRQNPPDA/w415-h293/TimCook.jpg" width="415" /></a></div><br /><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: x-large; font-weight: var(--font-weight-bold);">Would you buy it? </span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Apple can price its headset that the average consumer can’t afford because it has millions of fans already who know and love its products. Within those millions are tens of thousands who would not consider the price tag too high for the bragging rights that come with being among the first to have this new offering.</p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">Sure, there will be imitators putting out cheaper versions of the headset. But that’s always been the case for Apple devices. True fans insist that you get what you pay for and you shouldn’t settle for second-best.</span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">On the other hand, OpenAI had the difficult job of rousing interest in something intangible that couldn't be photographed or shown to advantage on video. You could have accounts of individual user experiences, but those don't generally generate the response of "Want!" the way videos do.</span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">What do you do when you’re offering something people haven’t had before from a brand that has yet to establish its reputation? You offer free samples, and that’s just what OpenAI did – very successfully. Once it had enough people hooked and even boasting about making it integral part of their businesses, it rolled out the premium version that most people could afford to pay.</span></p><h2 style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); text-align: left; vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-weight: normal;"><span style="font-size: large;">Which are you?</span></span></h2><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">"Know thyself" is the basis of determining your course of action in life and in business. If you’ve established yourself as a premium brand that can trade on exclusivity, you can offer high end products to your fan base. But if you’re an unknown quantity, you have to win over the masses to at least give your offering a try to build up a loyal following. </p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">What’s the tell? How many followers identify themselves as such is one indicator. Notice that even in its current heyday, OpenAI’s 2.3 million Twitter follower are dwarfed by Apple’s CEO’s 14.1 million. (No doubt, Steve Jobs’ numbers would be even higher if he were still alive today).</span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7aEa0KqGkrpXa4OHVIZ3z6opsE-thZbGS7mueSTRbIrBPeVOOSRR1-ZhldmXcNpBJx7lbZTVR525AM92kcmJjV2_KEnqWuIQ1nx0P6F95ouJigT4V8yS5LOUVMZ8LFcUfLlf1Ymt-lS0NEL6OtnXtB8g5ULudTJbv4CJTOYzEBX0rd6nAay9GSbV-IA/s687/OPeAI.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="522" data-original-width="687" height="275" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7aEa0KqGkrpXa4OHVIZ3z6opsE-thZbGS7mueSTRbIrBPeVOOSRR1-ZhldmXcNpBJx7lbZTVR525AM92kcmJjV2_KEnqWuIQ1nx0P6F95ouJigT4V8yS5LOUVMZ8LFcUfLlf1Ymt-lS0NEL6OtnXtB8g5ULudTJbv4CJTOYzEBX0rd6nAay9GSbV-IA/w362-h275/OPeAI.jpg" width="362" /></a></div><br /><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><span style="font-size: var(--font-size-large);">Most businesses will never attain Apple’s superstar status, but they can still follow the high road of marketing after establishing their brand as a leader in the market. And for those whose offering is not suited for premium pricing, OpenAI’s incredible rate of adoption proves that it is also possible to go from zero to millions in just a few months.</span></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">So long as you know what you're about and who makes up your target market, you can adopt the right strategy and follow the high, low, or middle marketing road to success. </p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">For help determining with marketing path to take and what type of content can help you get there visit <a href="https://writewaypro.weebly.com/">WriteWayPro</a> and <a href="https://calendly.com/writewaypro/20-minute-free-consultation?month=2023-06">book a free consultation call</a>.</p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);">Related: https://writewaypro.blogspot.com/2023/05/did-open-ai-open-pandoras-box.html</p><p class="reader-text-block__paragraph" style="--artdeco-reset-typography_getfontsize: 1.6rem; --artdeco-reset-typography_getlineheight: 1.5; background-color: white; border: var(--artdeco-reset-base-border-zero); box-sizing: inherit; color: rgba(0, 0, 0, 0.9); font-family: -apple-system, system-ui, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", "Fira Sans", Ubuntu, Oxygen, "Oxygen Sans", Cantarell, "Droid Sans", "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Emoji", "Segoe UI Symbol", "Lucida Grande", Helvetica, Arial, sans-serif; font-size: var(--font-size-large); line-height: 1.75; margin: 1.6rem 0px; padding: var(--artdeco-reset-base-padding-zero); vertical-align: var(--artdeco-reset-base-vertical-align-baseline);"><br /></p>Ariella's bloghttp://www.blogger.com/profile/09409352047101582583noreply@blogger.com0