On a recent trip to Mexico, I pulled out the in-flight magazine and began to flip through the pages as I prepared for a couple of hours of boredom in the usual tiny, cramped space that airlines pass off as a seat these days. The content immediately got my attention, and I was soon immersed in the descriptive prose that revealed interesting tidbits about both obscure and commonplace travel destinations alike. The photography was vibrant and seducing. I wanted to experience these places immediately. Then it hit me: This is good content, and this is what good content has always been. This magazine was obviously compiled by businesses for advertising, but it was informative, powerful, and well-researched, just as any good journalistic periodical might be. It was really advertising at its best. Read more
Your mom may be a lot like visitors to your web site. She may not want to or be able to tell you the bad news — your site sucks. Your site could actually be a huge factor in why you’re not seeing leads, sales and other conversions. In fact, a new study by the Missouri University of Science and Technology has found that it only takes two-tenths of a second for an online visitor to form an opinion of your brand. Read more
Doing things the Leverage Way is like throwing a stick of dynamite in the water and skimming your leads off the top.