8 (Easily Avoidable) Ways to Lose Your Prospect’s Trust

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Let’s imagine I arrive at your site — or Google your company — and I’ve got my credit card on the desk in front of me: I’m ready to buy.

But, after a few minutes (or, more likely, a few seconds) I close the browser and make myself a cup of tea … without buying a thing.

I was ready to give you my money. But something I saw on your site gave me serious doubts.

What was it? And how do you fix it?

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The Seductive Hook: How to Find it Every Time

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Did you know that people will rush to do business with you if you can help them achieve their dreams, calm their fears, confirm their suspicions, and help them cast stones at their enemies?

Sounds simple enough, right? Unfortunately, it’s not.

In the marketplace of products, services, and content, life is like a crowded New York City street where your prospect is one of seven million people who is already stiff arming thousands of similar messages that are competing for her attention. She has her own agenda … and that agenda doesn’t necessarily include you, your product, idea, or latest link-bait article.

So if you want her attention, then you need to get drastic. And what’s the best way to accomplish drastic? You need to catch her with a hook.

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Case Study: How a Corporate Consultant Built a Thriving Business with Content

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When I met Jen Waak at a group dinner for women bloggers during the South by Southwest conference, I was impressed with her warm, engaging personality.

Then she stood up from the table and (with Sonia Simone’s help) demonstrated what a good kettlebell swing technique looked like — and I noticed what an amazing athlete she is, as well!

Jen is a smart entrepreneur with a much-needed message. What she teaches is simple, yet powerful — that just because we sit behind desks all day doesn’t mean we can’t also take good care of our bodies, and do everything we can do stay healthy and pain-free.

Let’s dig into Jen’s entrepreneurial story, and find out how agile content creation helped her discover her calling, built her audience, and turned her niche blog into a thriving business …

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An Open Letter to Anyone Who Writes Headlines for a Living

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Howdy writer,

Remember when I said that profitable advertising was a planned and purposeful neglect of everything except making the sale … and that you should treat copywriting like a salesman?

Well, there is something else you should know: the difference between copywriting and face-to-face salesmanship is that the salesperson can’t be ignored …

She demands attention. Your advertisement, however, can be ignored. This is why effective headlines are so important.

See, an effective headline is like calling out in a crowded room, “Hey Demian, can I talk to you?” Your headline gets the attention of the right people. So you write a headline that recognizes those people.

But there’s a problem.

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How to Craft Compelling Copy

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There’s no easy way to say this … online marketing can be hard.

It’s hard to get attention. It’s hard to get people to subscribe to your email newsletter. It’s even harder to earn the kind of trust that turns a reader into a paying customer.

You’re probably all too familiar with the frustration this situation breeds. You’ve probably felt the sting of your very best ideas being ignored … your email subscriber list stagnating … your products flopping.

You might try to comfort yourself with the notion that everyone is flailing online. But you’re smarter than that.

You see certain people and companies rise above the noise. Their ideas are getting heard — and shared. Their email newsletters are growing at ridiculous rates. And they never seem to have a problem creating a product that their audience loves.

What gives?

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How to Find More Content Ideas than You’ll Ever be Able to Create

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You’ve probably heard this writing advice before: content is king, write 500 words a day, and commit to a regular posting schedule.

It’s frustrating advice because it’s so damned correct that it almost hurts.

The “secret” to enjoying success online has always been about producing great content. But that creates an uncomfortable problem for the small business owner aspiring to dominate his or her industry:

How on earth are you supposed to keep dreaming up great ideas to write about?

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