What is Lateral Action?

Lateral Action logo

Some of you might have noticed I’ve had a link to a site called Lateral Action in my signature line all summer. It’s taken us a bit longer than we expected to get launched, but I think it’ll be worth the wait.

So what is it?

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How to Read

Open Book

Who needs to learn how to read?

After all, we all learned how to read fairly early in life, usually in elementary school, right?

But do you know how to really read?

More importantly, are you really reading?

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How to Jolt Your Reader Into
Paying Attention

Jolted

Drama.

Drama jolts a reader into paying attention.

Novels use it. Movies use it. TV uses it.

There’s no reason why your content shouldn’t use it.

And one of the best ways to create drama is to disagree with your headline. (Yes, I said disagree).

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Are You Trustworthy?

Can you trust this dog?

Business and personal bloggers might seem to be on two ends of a spectrum. On the one side: logic, strategy and profits. On the other: empathy, passion and heart. Never the twain shall meet, right?

There’s one point where they do come together, though. Whatever moves you to build an audience for your content, you need to inspire one key response.

More than admiration, money or attention, you need to earn your audience’s trust.

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How to Profit From Testimonials…
Even With No Testimonials!

Opportunity

So far in this series, we’ve discussed why testimonials are so powerful, how to collect testimonials with my “SPURF” system, and 10 ways to make your testimonials work harder.

But what if you don’t have testimonials? What if you need other ways to give your credibility a boost?

No problem.

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What’s a Content King Without a Kingdom?

King

Is content king?

To me, that seems like a silly question. “Content is king” is a metaphor, but apparently not a very good one.

A good metaphor creates instant understanding. Given the amount of confusion and debate the phrase “content is king” kicks up, it’s not doing all that great a job in the instant-understanding department.

I think it’s smarter to say that content is indispensable. It’s what people go online to find, and it’s what Google loves. There are only a few online marketing models that don’t require valuable content, and those few are getting tougher by the day, and result in no long-term assets.

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BlogWorld 2008
(The Secret Discount Code is…)

BlogWorld 2008

It’s almost time for the 2008 BlogWorld & New Media Expo.

And yes, I will actually make it this year. Really.

BlogWorld is happening September 20-21 (Executive and Entrepreneur option on the 19th) in wholesome Las Vegas, Nevada. You can check out the entire conference schedule here.

I’ll be participating on two panels:

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The Top 5 Ways to Keep Your
Blog Content Fresh

Fresh Apple

I think there should be a notice that appears when installing WordPress or setting up your shiny new account with Blogger.

It would show up somewhere before you complete the final steps of setup, but before the long drawn out terms of use that nobody ever reads.

“WARNING.”

“Blogging is not easy. You may experience unexpected droughts of inspiration, difficultly maintaining a schedule, or succumb to the pressures of always needing fresh content.”

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Does Your Website Smell?

Smelly

Now that’s an odd question, right?

We all know that websites don’t smell (at least not literally).

But if you’ll bear with me, I’d like to demonstrate the importance of emotion in your copy, and what types of emotional imagery your copy needs to conjure up.

To understand why emotion matters so much when selling online, all you have to do is observe almost any shopper in a physical store. Watch what the person does and the behavior the individual has.

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Why No One Links to Your Best Posts (And What to Do About It)

Does this sound familiar?

You’ve picked a topic that your ideal readers are dying to know more about. You can write about the topic with authority. You’ve even chosen an interesting angle. In short, you’ve got a killer post that should bring your blog thousands of new readers.

You’re also smart enough to realize that you need to tell other people about it. So, you send an email to all of the top bloggers in your niche, pointing them to the post. Then you sit back and wait for the links to come rolling in.

But nothing happens.

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