When it comes to using content to bring in new members, there’s an important concept that you need to keep in mind: Desires vs. motivations. Desire answers “what” questions—what do your target members want? Motivation answers “why” questions—why do your target members want what they want? In general, your members desire… A workspace that gives [Read more]
✍️Articles
The consumer revolt against advertising
I’ve been reading Storynomics by Robert McKee and Thomas Gerace, and I was struck by something early on in the book: There’s a proven consumer revolt against advertising taking place, and it’s been happening for a long time. Rather than paraphrasing, I’ll just tell you exactly what they say… “Since 2008, marketers have been tracking [Read more]
Take it personally or take it as a lesson?
Every week, I get an update from MailChimp about how many people have subscribed to or unsubscribed from my email list, and I’ve noticed something: When someone unsubscribes, I take it really personally. It irks me. It makes me wonder what I did to let them down, or what I didn’t do to keep them [Read more]
I broke my own cardinal rule.
Well, I blew it this week. I broke my own cardinal rule. I always preach the value of consistency in creating content and how even one lapse can cause a ripple effect that could derail your whole strategy. But alas. This week, I slipped on my writing and as a result, I’m typing this out [Read more]
Don’t fall into the trap of passive communication
I’ll admit it: these days, I communicate mostly via text message, WhatsApp, Instagram DMs, and Slack. Life’s busy, so I like quick, concise communication. But that’s also made me notice a trend: Communication is becoming more passive and less personal these days. You can actually just react to messages with a thumbs-up, a “haha,” or an [Read more]
Tips for writing web copy that brings in new members [Part 2 of 2]
In my last article, I shared a few tips about what to write on your website to give yourself the best chance at bringing in new members. And today, I wanted to talk a bit about how you write it. Because web copy written in the wrong way will be just as prohibitive to bringing [Read more]