Category: Copywriting

This clever hack comes courtesy of Andy Crestodina, who elaborated on it in a Content Marketing World talk titled “Non Obvious Content Marketing” (available on the awesome Content Marketing University).  

This idea is so brilliant in its simplicity and ‘Duh!’-ness, that I can’t believe no one else thought of it before, myself included. It also turns the often-dreaded “Can I pick your brain for a minute?” question into a triple win situation.

Continue reading How to turn your inbox into a content marketing engine

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

This solid piece of marketing advice comes courtesy of Theodor Levitt, economist and professor at Harvard Business School. Yet much of the content that is created, focuses a lot more on the drill than it does on the hole. It’s a classic example of inside-out thinking, when what you should do is the opposite.

Continue reading Struggling to think outside-in? Do the spinach 3-step