3 Magic Words

When most of us hear the phrase “magic words,” we automatically think of “please” and “thank you.” While I wholly approve of these three words, they aren’t the ones I’m talking about. These magical words are common, yet are often missing from our website or other business communication copy. They are: You Imagine Because (As […]

3 Steps to Client-Attracting Copy

We’ve all done it: gotten so excited about our new programs or offerings that when we’re asked about them, we launch into listing all the fantastic features. We hint at all the effort that went into creating such beautiful programs. We’re certain that our stuff is the best thing since the invention of the telephone. […]

Please Tell Me a Story

Chip and Dan Heath’s book Made to Stick talks about The Curse of Knowledge, making our writing sticky, simple, unexpected, concrete, credible, and emotions. We’re to our last principle: stories. (Are you surprised that this wasn’t my favorite topic. Not to fear: it’s a close second to emotions.) Fill in the Gaps The last sticky principle we’ll review is stories. Did you know […]

I Get So Emotional, Baby

Chip and Dan Heath’s book Made to Stick talks about The Curse of Knowledge, making our writing sticky, simple, unexpected, concrete, and credible. Now, we’re going to dig into emotions and how they attract your ideal peeps. Focus on the One The fifth principle we’ll discuss is emotion. Cue up, Whitney. Although many people get squirmy when the word ’emotion’ […]

Authority or Anti-Authority: Both Make You Credible

We’ve been exploring together the ideas set out by Chip and Dan Heath, in their book Made to Stick about The Curse of Knowledge, making our writing sticky, simple, unexpected, and concrete. In this post, we’ll continue looking at the six principles you can use to connect with your ideal clients by focusing on credibility. I Wanted to Look […]