The Most Important Element of Your Marketing Story

image of actor Charlie Chaplin

Robert wrote yesterday about David Mamet’s advice on dramatic tension, the key element that drives every compelling story.

But there’s another element that’s critical to story, and it’s particularly important when you’re telling a story that intends to persuade.

Whether you want to make a sale, gain an email subscription, or motivate a change in behavior, your dramatic story will fail if it doesn’t have one thing:

A relatable protagonist.

In other words, your story needs to be about someone we care about.

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Will Your Site Survive the Google Shrink Ray?

image of robot with ray gun

Google likes to play a little game with those of us who do business online.

The game is called “change all the rules and see who survives.” It’s often a fun and rewarding game for Google users, but it can be painful for business owners.

In the latest version, Google has rolled out a feature called Instant Previews.

When enabled, users see a cute little magnifying glass sitting next to their search results. The user can view a quick snapshot of sites simply by hovering over links. Why do you care?

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The Simple Way to Get Everything You Want From Online Marketing

image of woman raising her hand

I want to tell you a story about two women.

One is my hairdresser and the other is my massage therapist.

Of the two, I have a stronger connection with my massage therapist. I see her more often, she’s closer to my age, and well, there’s just a certain bond that develops when you get naked that often with a person.

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Fanning the Social Media Flame
for Viral Exposure

image of lit match

Are you a content marketer? If so, you have a choice to make.

You can sit around and wait for your content to go viral.

You can hope you’ll get sudden bursts of traffic, hope your readers will spread the word, hope your content will catch fire.

Or you can bring your own matches and lighter fluid to set the dang thing aflame yourself.

As bloggers and content marketers, which will you choose?

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The Mad Men Guide to Changing the
World with Words

image of Jon Hamm as Don Draper

Mad Men made writers sexy again.

Donald Draper is dark and moody and mysterious in all the right ways. He’s powerful, able to send staff scurrying from his office with a scowl.

And he’s a creative genius too, lounging on his office couch, sipping whisky, and crafting the perfect slogan to capture the minds of America.

He makes it all look so freaking cool.

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Copyblogger Weekly Wrap:
Week of October 25, 2010

image of Copyblogger Weekly Wrap logo

Two weeks ago in Vegas, I earned a new distinction. While on the stage during a Blogworld Expo keynote, Sonia Simone declared me an expert in something. Something cool. Something I can’t repeat here because this is a PG-13 blog — but if you’re feeling saucy, this video contains the original R-rated phrasing (somewhere in point #4, which starts at 50:33).

I’m going to get shirts made so that everyone will know what I stand for. I’m going to wear my new distinction proudly. Who’s with me?

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