Content Creation

The Free Newsletter Built for Maximum Value Over Design

In his dating advice business, Eben created text-based newsletters focused on maximum value rather than fancy design, making it his goal to have the most valuable newsletter ever offered for free

Use Proven Copywriting Formulas Before Getting Creative

Use proven marketing and copywriting techniques first before getting creative, because hundreds of thousands of people over the last hundred years have discovered powerful formulas and insights.

Words as Weapons — Tweaking Copy Can Deliver 50-100% Returns

Words are powerful weapons that can deliver 50-100% returns or higher, with the potential to double, triple, or get 10x returns by tweaking copy and making messages more applicable to customers.

The Four-Step Formula for Lasting Business Relationships

Relationship building follows a specific formula: relate to someone, find common understanding, continue relating until you feel the emotion of relation, then form a lasting relationship

Ask What You'll Be Glad You Did in 50 Years

Humans have chimpanzee brains designed for instant gratification. Ask yourself 'what will I be glad I did in 10, 20, or 50 years?' to overcome the urge to do urgent but low-value tasks.

Information Products Let Experts Help Create and Distribute Knowledge

Information products allow you to get others to help create your products, and it's advantageous to them because they get positioning as experts and distribution for their knowledge.

Teach Best Ideas — Hold Nothing Back

Focus on teaching your best ideas rather than holding back secrets. Create high-quality educational content and respond personally to build understanding of what your audience needs.

Looking Good by Being Willing to Look Bad

You look better when you're willing to look bad and share your failures, because most people won't get on social media and admit they tried something and failed or were embarrassed

Copywriting — The Key Element Across All Marketing Formats

Copywriting is the key element of marketing across all formats because words carry most of the message and story, making wordsmithing a craftsperson's art where every word counts.

Advanced Bullets as Mini Sales Messages

Advanced bullets become mini sales messages that peel off layers and go deeper into benefits. Each bullet should make prospects think about it even after they've finished reading.

Three Newsletter Types Per Week — Consistency Over Frequency

Eben sent three different newsletters per week: dating tips, detailed Q&A responses, and mailbag-style content. The key is consistency and high value rather than just frequency.

Assumptions Challenged: The Mistakes of Intuition Hook

Take an insightful quote, put it in quotes with attribution, then explain how it applies to your topic. This creates inherently attention-grabbing content that draws people in.

Marketing Must Disguise as Valuable Editorial Content

People have developed 'advertisement radar' that makes them automatically skip over obvious marketing content, so successful marketing must look like valuable editorial content

Content Marketing Replaces Ads with Unified Education

Content marketing merges education, editorial content, and marketing into one unified approach, replacing the old model where content was just bait for separate advertisements

Internet Revolutionized Content Creation and Distribution Costs

The internet has revolutionized information distribution, allowing you to create professional content for almost nothing and distribute it at unprecedented speed and low cost

Build Content Confidence Through High-Volume Practice

Force yourself to create high-volume content consistently. The practice of having to produce valuable content regularly builds both comfort and confidence through repetition.

Build Headlines from One High-Emotion Word Up

Start with one-word headlines using highest emotion-value words, then build to two and three words, ensuring the most powerful emotion word stays early in longer headlines

Using Quotes With Attribution to Hook Any Audience

Start with 'how to get benefit or avoid fear' then amplify with words like quick, easy, or low hassle. Focus on what's emotionally motivating to your audience right now.

Listening After Launch Reveals Bigger Opportunities

Listening to customers after product launches reveals bigger opportunities - Eben's Advanced Dating Techniques program emerged from Double Your Dating customer feedback

Two Unconscious Questions Every Prospect Asks at a Headline

Four of the six most successful headlines in history start with 'How' because it immediately puts prospects' minds into action-step mode, expecting to learn techniques

Communicate with Impact or Don't Communicate at All

Follow Jay Abraham's principle: 'Communicate with impact or don't communicate at all'—it's better to send no follow-up than mediocre content that wastes people's time.

Break Habitual Patterns — Build Superhighways Not Cow Paths

Build relationship with copy by telling stories about yourself that prospects can relate to, including your struggles, failures, and how you figured out the solution.

Transparent Crisis Handling Builds More Audience Confidence

When technical problems happen during product launches, walking through the fire and handling it transparently actually builds more audience confidence than hiding it

Master Both Content Expertise and Copywriting to Be Heard

Master both your content expertise and copywriting skills, because having the best system means nothing if you can't communicate in a way that causes people to listen

Teaching as an Additive Not Subtractive Experience

When you teach someone something, you learn more about it yourself, how to teach, and how they learn, plus get gratification - it's additive rather than subtractive

Every Business Needs to Educate Customers About Its Value

Even if you don't sell information products, you're still in the information business because you need to educate clients about what you do and why they should buy

Help Customers Escape Fear Before Introducing Improvement

The most effective approach is to attract customers by helping them escape their fear first, then once trust is built, introduce positive improvement opportunities

Every Content Piece Must Be a Complete Standalone Concept

Every piece of content must contain complete concepts that stand alone, because customers enter your information business at different points like freeway on-ramps

Start Your Marketing Voice With a Friend's Tone

Start developing your marketing voice with the tone you'd use talking to a close friend or family member, creating familiarity and friendliness as your foundation

Standalone Content Beats Book Excerpts for New Subscribers

Random book excerpts don't connect with new subscribers who join mid-sequence. Content needs to be standalone and immediately valuable to anyone who receives it.

Include Specific Techniques in Follow-Up — Prospects Want Magic Tricks

Include specific techniques and action steps in follow-up content because prospects believe they can solve their problems if they just had the right magic trick

Three-Tier Virtual Event Structure for Conversions

Use a three-tier event structure: introduce fresh perspectives first, transition to actionable techniques second, and culminate with validating success stories

Conceptual Thinkers Must Go Specific When Selling

Teachers and conceptual thinkers default to abstract communication when they should go more specific and concrete, especially when selling information products

Lead With Your Best Free Content — Paid Will Seem Even Better

Lead with your best content for free because customers are naturally suspicious and assume everything behind a paywall is worse than what you show them upfront

Present Problem Then Solution to Hook Viewer Attention

Present a problem your audience faces followed immediately by a solution. This grabs attention by addressing their pain point and offering hope for resolution.

Make Follow-Up Content Involving by Asking Prospects to Act

Make follow-up content involving by asking prospects to contribute questions or take action steps while consuming the content to build trust and relationships

Form Follows Function in Design Decisions

The design principle 'form follows function' is remembered because of alliteration, but it's also a great concept where function should lead design decisions

Fascinating Follow-Up Shows Prospects New Ways to See Problems

Create fascinating content by showing prospects new ways to look at problems with insights that promise quick results - if it's not fascinating, throw it out

Short Words Short Sentences Short Paragraphs in Copy

Write copy using short words, short sentences, and short paragraphs. Use as many one and two syllable words as possible and keep sentences under 10-15 words.

Connect Every Follow-Up to a Specific Action Step

Always connect the appeal of your follow-up content to a specific action at the end, offering more of what they want if they take the suggested action step.

One-to-One vs Lecture Mode — How Brain Responses Differ

Communicating one-to-one with your avatar activates different emotions and brain responses compared to speaking to a large group in university lecture style

Moving the Free Line to Signal Premium Value

Moving the free line means giving away so much value that prospects think 'if this is what they're giving away, how valuable must be what they're selling?'

Reveal Price at the Start Not the End

Experiment with revealing prices at the beginning of webinars instead of waiting until the end to reduce presenter anxiety and maintain audience engagement

Time-Poor Consumers Need Ideas Connected to Wants — Not Random Data

Modern consumers are time poor and need ideas connected to their wants and desires in an easily understandable way - random information wastes mental space

Three-Part Follow-Up Newsletter Formula

Use a three-part formula for follow-up content: introduction and theory (why and what), action steps (how and what if), then the offer to buy your product

Complete Communications Have Introduction, Teaching, and Wrap-Up

Complete communications must include introduction, conceptual and practical teaching, and action-oriented wrap-up to be self-contained and understandable

Moving the Free Line — Give So Much Away Paid Seems Inevitable

Moving the free line means giving away so much value that prospects think 'if this is what they're giving away, how valuable must their paid products be'

Content and Partnerships Compound Into Massive Long-Term Momentum

Content creation and marketing partnership development are the highest-leverage activities that compound over months and years to build massive momentum

Clear Actionable Next Steps After Training Content Delivery

Providing clear, actionable next steps after delivering training content helps maintain engagement and guides audience to additional valuable resources

Condense Decades of Experience Into Minutes That Teach

The goal is to condense years or decades of experience into several minutes while making the listener feel like they're learning something at each step

Move the Free Line Until Paid Products Seem Exponentially More Valuable

Moving the free line means giving away so much high-quality content for free that prospects conclude paid products must be exponentially more valuable

What Learners — Big Picture, Proof, System Maps

'What' learners are theoretical types who need the big picture, scientific proof, system maps, and the history behind concepts before they can learn.

One Concept Repurposed Across Ten-Plus Content Formats

A single concept can be repurposed across 10+ different content formats including email newsletters, blog posts, podcasts, webinars, and free reports

Copy Editorial Layout Details to Make Marketing Look Valuable

Copy the exact layout details of editorial content - headlines, credits, design elements - to make marketing look valuable rather than sales-focused

$6,250 Training Video Outvalues a $500 Sales Call Over Five Years

A training video worth $6,250 over five years outvalues a $500 sales call, demonstrating how content creation scales beyond individual transactions

Free Content Quality Directly Predicts Paid Content in Buyers' Minds

Customers assume that free content quality directly predicts paid content quality, making first impressions critical for long-term business success

Use Audience Questions as Newsletter Content Foundations

Use audience questions as the foundation for valuable newsletter content by deliberately seeking great questions to build entire newsletters around

Speak-Write Technique for Natural Conversational Copy

Use 'speak-write' technique by recording yourself answering questions or covering points, then transcribing to capture natural conversational tone

Progressive Value Escalation: Small Free Sample to Larger Free Content

Progressive value escalation - start with small free samples, then expand to larger, more comprehensive free content to demonstrate your expertise

Every Business Is an Information Business

Every business is an information business - even if you sell physical products, you can create educational content about your products or industry

Serious Readers Spend Extended Time With High-Quality Content

People deeply interested in your topic will spend significant time with valuable content, reading through extensive materials when quality is high

Why Chunking a Book Into Newsletters Fails

Breaking a book into chunks for email newsletters fails because content lacks context and becomes boring when isolated from the complete framework

Frameworks as Skeletons That Make Content Accessible

Use frameworks as skeletons or structures to hang your content on, making information highly accessible, easier to understand, and more attractive

Most People Cannot Connect Abstract Ideas to Experience

Most people cannot connect dots or generalize from abstract ideas - they need everything explained with context and connection to their experience

Create Digital Versions of Yourself That Help People Forever

You can create digital versions of yourself that live forever and help people through content like videos, podcasts, blog posts, and masterminds

Synthesizing Knowledge Into Digital Products That Build Authority

Create digital products by synthesizing your knowledge in an accessible way that builds trust and establishes you as the authority in your niche

Partner With List Owners for Free Webinars and Exposure

Partner with others who have email lists by offering to do free webinars or training for their audiences, providing value while gaining exposure

Content Value Comes from Connecting Solutions to Challenges

Content value comes primarily from connecting solutions to customer challenges and formatting for clarity, not just from the information itself

Even Physical Product Businesses Can Apply the Free Line Concept

Any business can apply the free line concept - even physical product businesses can give away valuable training while showcasing their products

What One Strength Drivers Will Figure Out the Rest

Prioritize new concepts and ideas your customers haven't heard before over familiar material to be perceived as more valuable and authoritative

Most Marketers Not Improving Funnels to Drive Conversions

Popular music artists release their best songs as singles to represent their albums - the same principle applies to business content marketing

Systematize Culture Through Documented Processes and Video Content

Cultural training can be systematized and shared through documented processes, forms, and ongoing video content based on subscriber questions

Show Others' Results to Build Credibility Beyond Your Own Story

After creating your system, show it to other people and share their results to build additional credibility beyond your personal breakthrough

Email Newsletters for Value and Connection Before Selling Higher-Ticket Offers

Use email newsletters not just for selling, but primarily for providing value and connection to warm up audiences for higher-ticket products

Teaching What You Learn Gets You to Simplicity on the Far Side

Teaching what you learn gets you to 'that Simplicity on the far side of complexity' where you build models you can think with and work with

Copywriting Skills Transfer Into Every Business Communication

Strong copywriting skills translate into all other communications - from business partner proposals to team emails that inspire and educate

Motivation First — Connect Teaching to Desired Benefits

Why learners need motivation first - they can't hear you until you connect what you're teaching to their desired benefits and avoided pain

Content Creation Follows Persistence Before Breakthrough Pattern

Content creation follows a predictable pattern where the first few attempts get no response, but persistence leads to breakthrough moments

Challenging Exercises Increase Engagement Rather Than Overwhelm

The more your audience does, the more they like you - challenging people with exercises increases engagement rather than overwhelming them

Teaching What You Learn Forces You to Organize and Simplify It

When you learn something important, immediately teach it to force yourself to organize and simplify the knowledge into a teachable model

Persuading in Print Is the Most Valuable Business Skill

Learning to persuade in print is the ultimate business skill - more universally valuable than management, technology, or any other skill

Email Newsletters as the Most Valuable Content Distribution Channel

Email newsletters can be the most valuable content distribution method when focused on providing maximum value rather than just selling

What You Teach Counts More Than What You Have Learned

It's not what you've learned that counts, it's what you've taught that counts - teaching forces you to build transferable mental models

Unique Focal Points Make Serialized Content Feel Fresh

Choose specific focal points to organize serialized content around, making each piece feel unique while teaching the same core concept

Alliteration Appears in 3 of 4 Phrases That Catch On

Alliteration appears randomly in only 1 in 26 two-word phrases, yet 3 out of 4 phrases that catch on culturally use repetitive sounds

Educational Titles That Address Mistakes and Remove Buyer Fear

Create educational titles that address specific mistakes and questions in your industry to establish expertise and remove buyer fear

Prompting Is Architecting Attention Not Just Conveying Information

Effective prompting is fundamentally about architecting communication to optimize audience attention, not just conveying information

Moving the Free Line — Give Away More Than You Should

Move the free line by giving away more than you think you should, because people will assume your paid content is even more valuable

Content Serialization Shows One Idea From Multiple Perspectives

Content serialization means taking one core idea and showing it from multiple perspectives, not just paraphrasing the same concept

Why Book Excerpts Fail New Newsletter Subscribers

Starting with book excerpts in newsletters fails because random content doesn't connect with new subscribers who join mid-sequence

Serialized Content Must Be Specific and Emotional

Effective serialized content must be specific, concrete, emotional, and connected to results rather than abstract or generalized

Content Defined as Bite-Sized Consumable Knowledge

Content is defined as a bite-sized chunk of knowledge that's been expanded and put into a format easily consumable by customers

Editorial Design Builds Trust by Bypassing Ad Guards

Making advertisements look like editorial content can multiply response rates by 5-10 times compared to traditional ad designs

Repetition from Different Angles Required for Real Understanding

Humans don't learn things the first time they hear them - repetition from different angles is necessary for real understanding

Serializing Content Around Emotional Motivators Prevents Repetition

Content serialization prevents the feeling of repetition by organizing around different emotional motivators and action steps

Give Customers Stories That Help Them Impress Others

Give customers stories that help them get attention, impress friends, and feel important to maximize word-of-mouth marketing

Customer Understanding Transforms a Twenty-Dollar Product Into Two Thousand

Communicating one way gives 20% understanding, two ways reaches 40-50%, but three different ways achieves 80%+ comprehension

Design One Specific Magic Bullet Technique

Design one specific magic bullet technique that delivers tangible results and sounds like the customer's idealized solution

Scalable Methods Can Reach Tens of Millions Globally

Impactful business methods can scale to reach tens of millions of people globally through proper distribution and teaching

Mine High-Interest Topics Deeply Like Natural Resources

Value tends to cluster in specific places, like natural resources, so when you find a high-interest topic, mine it deeply

Humans Understand Information Through Story

Human beings conceptualize information in story context, making storytelling skills essential for effective copywriting

Immediate Action Steps Inside Learning Content

What if learners need immediate action steps and guidance on what to watch for to determine if the technique is working

Education Guides Prospects While Delivering Value

Education is the ultimate stealth marketing technique that persuasively guides prospects while providing genuine value

Adobe Premiere AI Strips Silences to Slash Editing Time

Adobe Premiere's AI audio tools can automatically remove silences from recordings, dramatically reducing editing time

Teachable Models Connect Knowledge Areas and Generate New Models

Creating teachable models allows you to connect knowledge areas and combine them with other models to make new models

One Core Concept Becomes 30-Minute to Hour-Long Trainings

One core concept can easily generate 15-30 minute trainings or even hour-long content pieces when properly serialized

Simple Step-by-Step Techniques Beat Complex Internal Processes

Create simple step-by-step techniques that focus on tangible external actions rather than complex internal processes

What Learners Need — Theory, History, Big-Picture Context

What learners need theoretical and conceptual information including science, history, and big-picture understanding

Tell Your Origin Story to Teach Prospects Why You Know This

Tell your story specifically to teach prospects how you learned what you know and developed your product or service

9–12 Words in Your Subtitle to Convert on Amazon

You have only 9-12 words in your subtitle after your 2-3 word title to convince someone to buy your book on Amazon.

Teaching Forces You to Build Transferable Mental Models

What you've taught counts more than what you've learned - teaching forces you to create transferable mental models

High-Value Free Content with Personality Improves Newsletters

Creating high-value free content with personality, humor, and energy significantly improves newsletter performance

Companies That Outsource All Marketing Are Usually Failing

Companies that outsource all their marketing and try to find others to do it are usually the ones that are failing

Educate Prospects to Highlight Your Unique Advantages

Create educational content that highlights your unique advantages by teaching prospects how to make good decisions

Education-Based Marketing Builds Trust Before the Sale

Education-based marketing builds trust and authority by giving away massive value for free before asking for sales

Multiple Angles Deepen Customer Understanding of Ideas

The more angles and perspectives customers get on an idea, the more likely they are to understand and implement it

Mining Your Own Emotional Reactions for Copywriting

Notice your own thinking and behavior during passionate or tough moments to dramatically improve your copywriting

Use Likes Comments and Shares to Identify Valuable Topics

Pay attention to metrics like likes, comments, shares, and forwards to identify your most valuable content topics

How Learners Need Exact Step-by-Step Instructions with Timing

How learners require very specific step-by-step action instructions with exact details about what to do and when

Write Copy the Way You Would Speak It

Write marketing copy the way you would actually speak it, using 'speak right' instead of formal academic writing

Learn Topics Then Teach Them to Retain Focus

Short attention spans can be leveraged by learning topics for personal development then teaching them to others

Solo Creators Scale Quality With AI Automation

Solo content creators can maintain quality while scaling production by embracing AI tools for repetitive tasks

The Learn-and-Teach Cycle Organizes Knowledge Into Models

The learn-and-teach cycle forces you to organize knowledge in a new way and simplify it into teachable models

High-Interest Topics Contain Subtopics for Full Content Series

Each high-interest topic contains multiple subtopics that can be developed into comprehensive content series

The Name Is the First Impression — and the Value Signal

The name is the headline, opening line, and introduction - people judge value based on what they hear first

Follow-Up Systems Are Nearly Free on the Internet

The internet makes follow-up systems virtually free to implement, requiring only time and energy investment

Persuading in Print Is a New Way of Thinking

Learning to persuade in print is fundamentally learning a new way of thinking, not just copying techniques

The Dilemma-Solution Formula for Attention-Grabbing Titles

The dilemma-solution formula grabs attention by presenting a problem and immediate solution in your title

A PDF Ebook With Bonuses Can Be a Profitable Digital Product

A simple PDF ebook with bonuses can be a profitable digital product without requiring print publication

Focus Content Creation on Proven Hot Button Topics

Focus your content creation on proven hot button topics rather than trying to cover everything you know

Test Content Topics to Find Your Highest Audience Interest

Test different content topics to identify which ones generate the most audience interest and engagement

Respond Personally to Every Email at the Start

Respond personally to every email when starting to build deep understanding of what your audience wants

Format Marketing Like Editorial to Multiply Readership

Format your marketing like editorial content rather than advertisements to multiply readership by 500%

Video Generators Replace Stock Footage Libraries

Video generators eliminate the need for stock footage libraries by creating custom visuals on demand

Humans Feel Real Solutions vs. Abstract Conceptual Talk

The 'mistakes of intuition' formula is powerful because it contradicts what people expect to be true

Content as the Logical Building Block of Products

Content is the logical extension of a complete concept and serves as the building block of products

High-Volume Content Creation Builds Confidence and Competence

Creating high-volume content forces you to become comfortable and confident with content creation

News-Based Content Hooks Attention With Announcement Words

News-based content is a perennial attention grabber that you can enhance with announcement words

Give Away Your Best Ideas to Sell More Paid Products

The more valuable content you give away for free, the more people will buy your paid products

Self-Regulation as the New Standard of Emotional Maturity

Editorial-style design builds trust by bypassing people's mental guards against advertising

Personal Failure and Success Stories Make Powerful Content

Personal failure or success stories create powerful content that people want to learn from

Emotionally Detach From Business Ideas — Measure Everything

Format marketing like editorial content rather than advertisements to make it trustable

Teaching Accelerates Your Own Mastery While Serving Others

Teaching accelerates mastery while deepening your ability to serve others meaningfully

Full Marketing Alignment as a Secret Weapon

Align every part of your marketing - this is a secret weapon most businesses don't use

Write at a Grade School Reading Level

Use plain specific language that a high school or grade school student can understand

How to Get Benefit or Avoid Fear — The Core Emotional Formula

The 'how to get benefit or avoid fear' formula focuses on core emotional motivations

Developing a Monetizable Creative Style With AI

The key to thriving with AI is developing a monetizable creative style and vision

Client Stories Beat Dry Technical Content

Client success or failure stories are more engaging than boring technical content

How Qualified Headlines Beat Broad Reach for Information Businesses

Use the learn-then-teach model to create authentic expertise in your chosen field

Problem Then Solution: The Dilemma-and-Resolution Formula

Insightful quotes with explanations create inherently attention-grabbing content

Hack-Based Content Exploits the Desire for Shortcuts

Hack-based content appeals to people's desire for shortcuts and quick solutions

Insightful Quotes Explained Create Attention-Grabbing Content

Amplify how-to content with 'quick easy low hassle' words to increase appeal

Teaching Is the Fast Track to Mastery and Meaningful Business Impact

Teaching is the fast track to mastery and meaningful impact in business

Self-Contained Concepts: The Six-Part Module Formula

Create self-contained concepts that are modular and can stand alone. Each piece should solve a specific problem, mention why your solution is uniquely appealing, describe specific results, explain the problem in detail with relatable examples, reveal the insider trick, and provide specific action steps with feedback loops.

Self-Contained Content — Entry Points Like Freeway On-Ramps

Create complete concepts that stand alone, because customers enter your business at different points like freeway on-ramps. Each piece of content should be self-contained so someone could start there and understand everything without needing previous materials.

Print Persuasion as the Highest-Leverage Business Skill

Learning to persuade in print. Eben considers it more universally valuable than management, technology, or any other business skill because it applies to essentially any business situation and makes all other communications exponentially more powerful.

The 6-Step Self-Contained Concept Framework

Use the 6-step self-contained concept framework: 1) Introduce the problem your concept solves, 2) Explain why your solution is uniquely appealing, 3) Describe specific results and timeframes, 4) Expand on the problem with relatable examples, 5) Reveal the key insight or mechanism, 6) Provide action steps with feedback loops.

Position Your Solution as Uniquely New — Humans Value What's Current

Position your solution as uniquely appealing and new. Humans automatically value new information and current techniques, often discounting older content even when it's still valuable. Make sure your approach feels different and current.

Mine High-Interest Topics Deeply Instead of Covering Everything

No, focus on the topics that generate the most audience interest rather than covering everything you know. Value tends to cluster in specific places, so when you find a high-interest topic, mine it deeply.

How Audience Response Metrics Reveal Your Hot Button Topics

Test different topics and pay attention to audience response metrics like likes, comments, shares, and engagement. The topics that generate the most response are your hot button areas to focus on.

Content Formats That Capture Your Knowledge for Permanent Teaching

Create content in formats like social media videos, blog posts, podcasts, masterminds, or live sessions that capture your knowledge, gifts, and skills in ways that can teach people forever.

Expand a Hot Topic Into Subtopics for More Content

When you find a topic that generates high engagement, create more content around that topic and its subtopics. Each successful topic contains multiple angles and subtopics you can develop.

Content Breakthroughs Arrive Around Attempt 4 to 10

Content creation follows a predictable pattern where the first few attempts typically get no response, but persistence leads to breakthrough moments around the 4th-10th piece of content.

Tell Stories That Prospects Can Relate To

Tell stories about yourself that prospects can relate to, including your struggles, failures, and how you figured out solutions, using words and phrases your prospects would use.

Great Content Alone Fails Without Communication Skill

if you just are very good at heart health or home decor, but you don't know how to communicate in a way that causes people to listen, even though you may have the best heart health program or the best system to organize your house

Best Ideas Get Out — Let Them Be Yours

your best ideas are going to get out there into the world anyway. Whether it's you getting them out there or someone else that learns them from you. Eventually, they're going to get out there. So it might as well be you

Value Clusters in Specific Places — Mine It When You Find It

value tends to Cluster in places okay so in the ground okay resources like coal and diamonds these are in clusters they're not everywhere so when you find a cluster you want to mine it you want to dig into it

Digital Versions of Yourself That Help People Forever

we live in a time where you can make digital versions of yourself that can go out and they can live forever and they can help people forever basically and that is just cool

The Monkey Grip on Secretive Ideas

too many of us are like that monkey holding on to our ideas, get clamped onto them selfishly trying to, you know, keep them secret and not let anyone know what they are.

No Skill Is More Universally Valuable Than Print Persuasion

no other skill that I know of or have seen or learned is as universally valuable as learning to persuade in print, not management, not technology, not anything

Attention Must Hold All the Way to the Buy

If someone doesn't stay attentive all the way through your marketing piece, right, they're not going to get to the end and therefore they're not going to buy.

Months of Consistent Work Before Traction Builds

it took several months of doing this consistently over and over and over before I started to really get some traction and it really started to take off

Throwing Untested Opinions at Real Marketing Money

when you take those ideas, you're literally taking untested, you know, opinions of people who are not trained, and you're throwing real money at them

Teaching More Valuable Content Drove More Sales

the more I taught the more valuable the content I made the more valuable the newsletters the more people came to my website and bought my stuff

How-To as the Most Powerful Content Starting Point

how to are such a powerful starting point if you don't know what to start your blog post or your video title or whatever just start with howto

When You Find a Diamond Dig Around for More

if you're digging in the ground and you find a diamond you go you know what let's dig around here let's dig around here a little bit more

Deep Interest Drives Long-Form Content Consumption

If someone's really interested in your topic and you're creating really good content, they will spend a lot of time with it.

Best Marketing Happens in Product Design Not Promotion

the best marketing is in the design and the the strategic planning of your products themselves

If This Is Free, How Valuable Must the Paid Product Be

if that's the thing you're giving away then how valuable must be the thing that you're selling

Print Persuasion Is a New Way of Thinking Not Just Technique

learning to persuade in print really comes down to learning a new way of thinking

Content Marketing Blends Education Editorial and Marketing

Content marketing is really blending education, editorial, and marketing.