Recently a writer wanted her copy critiqued for an email lead generation campaign. It was for a watch targeted to bodybuilders. The writing style was “upbeat and cheerful.” Hey, wait a minute. [...]

The latest Marvel blockbuster ‘Dr. Strange’ makes you believe in magic. To the tune of $653 million and counting. And one of the secrets of the believability is a little storytelling magic trick [...]

As an entrepreneur in the self-improvement world, you’re pouring a ton of blood, sweat and tears into your business on a daily basis… You’re creating life-changing products and [...]

Many blockbuster campaigns are built on the shoulders of the “Big Idea”. But before your customer will buy your product, she has to buy into that idea. How do you win her belief? You don’t want [...]