Category: Promotion
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Fans will always be fans, even if they come and go
During the first year of the pandemic, my wife and I spent a lot of time cooped up in our studio apartment in downtown Toronto. While we knew our travel options were very limited, and we didn’t know if a vaccine would be coming out, we found solace in a Korean variety show called Running…
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Figure out what’s working, and do more of it
When you start a new project, it’s useful to figure out what has worked for the team or company already. Most of this is a form of manual labor: setting meetings, asking questions, reading reports, proposing actual deliverables and completing them. It’s also a humbling exercise, to restrain the impulse to come up with answers…
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Simple questions to sense content marketing ROI
If you’re need a sense of how much ROI you’re getting on the writing and editing activities in your company, ask these simple questions: Does the content communicate how we see the world? What impact does it make if other people also buy into our perspective? Does the content add leverage to a launch moment?…
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Marketing readiness
A product’s features may be complete, but that doesn’t mean it’s ready for customers yet. Before they use the product, customers want to know: What does the product do? Who’s it for? What’s a good reason I should care? There are more questions you need to ask yourself: how can you get the customer’s interest?…
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Two ways to increase the value of your work
People get value from your work and experiences when you publish it and they experience it. There are two ways to increase the value of your work: You can improve the experience (e.g., through crafting the story, or telling it in a new and interesting way). You can contextualize it further. Or, you can get…
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Me and you
A comedian loves his audience. He wants to make them laugh. For this reason, he is also afraid of them. If they’re displeased by, or worse—indifferent to—his routine, he may second guess himself. He might not just change his approach; he might take fewer risks. He knows that when that happens, he’s doomed. I remember…
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Making art is a small part of the job
DJ Khaled is an artist, and a very popular one at that. He doesn’t sing, rap, or make the beat. He makes songs by finding good instrumental tracks and hiring other artists to record over it. Some people—maybe a lot of them—take this to mean that he doesn’t make music. So what does he actually…
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0.1%
Over 2 million people have bought Tim Ferriss’s book, The 4 Hour Workweek. Let’s say the goal of the book was to set the reader up to create a lifestyle where they don’t need to find a job. While they might need to work more than four hours, success means they’ve designed their lives for…
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Out the backpack
In order to help my book find more readers, I attend events. I bring books and give away free copies. When my shoulders strain from the weight of the books in my backpack, and I wonder if there’s an easier way to do this, my mind goes to Rich Paul selling clothes out of the…