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Build your email list with a Whitepaper
Creating a whitepaper accomplishes two important goals: Positions yourself as an authority on a topic Builds your email list with a Lead Magnet Making a whitepaper doesn't have to be hard. You already know a bunch of valuable information. All you have to do is package it up as a Lead Magnet: This is the first trick of a good whitepaper: solve a problem of low difficulty, that requires a lot of expertise. The second trick: close it with a compelling Call-to-Action. (You [...]
What’s in a Whitepaper? A PDF by any other name….
Spoiler alert: A PDF by any other name wouldn’t smell as sweet. There’s an air of gravitas around saying you have a whitepaper. It's more than just a PDF download. A whitepaper is an instrument of thought leadership. You claim your stance in the marketplace of ideas by publishing a whitepaper for anyone to read. It represents your foray into the realm of your own expertise, and it can feel like your own little dent in the universe. Some whitepapers [...]
What game are you playing?
People feel life is meaningless when they don’t have goals, rules, and feedback. (These are the 3 attributes of games, according to Dr Jason Fox, that I describe in-depth in my short ebook Gamify Your Work.) Playing the game of life, and doing work that supports your lifestyle, is only made meaningful if we have goals to achieve, rules for how to play, and feedback on how we are doing. image prompt: someone with lots of games deciding what to play We often decide which game to play based on the [...]
When you have somebody’s full attention, use it.
Your thank-you page is where your website visitors have maximum interest in who you are, and what you do. When you have somebody's full attention, use it. The thank-you page is the only page on your website that has a 100% opt-in rate. Everyone who sees has just subscribed to your email newsletter, or bought a product from you. During this moment of their Customer Journey, when they are transitioning from one stage to another, people are at their [...]
You wrote a book, why can’t you write a newsletter?
It’s funny how many published authors I know who have a hard time sending out an email newsletter. They like to feel guilty about it. 'If I could write a whole book,' they reason, 'why is sending out a regular newsletter so difficult?' I’ll tell you why: these are two very different kinds of content. They require different types of speed and momentum - it's like the difference between a marathon, and a sprint. The endurance and dedication that [...]
Take play breaks to be more effective at work.
I keep a set of juggling balls in my desk (and in my backpack), so I can take a play break whenever I need one. If I have a really intense day, building marketing campaigns for clients, and I know I will have to spend multiple hours in focused work, I make sure to designate the times when I will take a break and juggle for a few minutes. This allows me to keep my focus (and my enthusiasm) high, [...]