Archives for November 2018

Just as my fingernail slid under the edge of the shiny foil label, he ripped the New Era hat from my hands and pushed it close to his chest...holding it like an injured child. Where I came from, the “breaking in” of a ball cap was an art. There were rubber bands involved. I was a pro at accelerating the process with some Exactoknife fray and a kick around a dirt infield. That’s not how it worked in Queens, NY apparently. I assumed the label was still stuck to the still unbent brim … [Read more...]

“Let’s do a quick Black Friday sale!” was the refrain of every one of my clients last week. And I wrote a bunch of sequences, some of which started running 2 weeks ago. (Side note, if you want to know how to write a BF sequence, my man Chris has the best template. I shamelessly stole it last week.) But, before you ask yourself how to write a BF sequence, maybe first ask should you? I’m not convinced Black Friday deals are all they're cracked up to be for info products, especially when … [Read more...]

The last 3 voices of our series are the "Voices of Outlook"... these voices are not indentified by how their audience views them, but rather how they view the world. Here's the 3 voices we're talking about. Let's dig in. Voice Type #7: The Downtrodden In stark contrast to the authoritative voice, the downtrodden seems to be often telling you, “I don’t know anything about anything so let’s work this out together.” One of my favorites at this is Chuck Wendig. His posts have an … [Read more...]

The second 3 voice types are the "voices of accessibility." In contrast to the voices of authority who are successful by positioning above or ahead of their readers, the voices of accessibility get down to their reader's level.  These are particularly effective in industries where the audience lacks confidence and wants to feel like they have someone "in their corner." Here's the 3 voices we're talking about. Notice how the "voices of accessibility" dominate the bottom right of the … [Read more...]

The first 3 voice types we'll cover are the "voices of authority." Often, it’s important to be seen as an authority or expert on a topic. The authoritative voice is particularly appealing in industries that deal with complex or overwhelming information. People just want the answers. Authority can manifest itself many different ways. Here’s the 3 authority archetypes.   Voice Type 1: The Translator The translator takes complex topics and breaks them down for laypeople to … [Read more...]