You can outsource your writing, but not your thinking. — Thought leadership — the name says it — implies that you share your insights, thoughts, and experiences about a given topic. So this begs the question: if somebody writes your thought leadership pieces, are you really a thought leader? It depends. Let me explain. As a content creator, I’ve come…

Communication is essential in a long-term relationship. Talk about these three challenging topics early to avoid bigger problems later. — In one song, Rupert Holmes encapsulates the most common problem couples face in long-term relationships. And things haven’t changed much since the song originally aired. The Piña Colada Song recently made a cameo appearance on my playlist. …

Sales enablement content provides solid foundational tools to give your sales team the best chance at success — Sales enablement is the practice of equipping salespeople to perform their roles more effectively. It includes tools that help salespeople close deals faster. Sales enablement content helps achieve that goal by removing guesswork and improvisation from the sales process. Salespeople have all the information they need at their disposal. …

The techniques you use in direct-response copy don’t translate well when building a one-on-one relationship with a business prospect — When you subscribe to newsletters, most of the marketing messages you receive are direct response copywriting. The emails and sales letters have one goal: to get you to buy now. The techniques you use in direct response copy don’t always translate well when building a one-on-one relationship with a business…