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Why have brand stories become such a popular marketing approach? Because, I suppose, humans are drawn more to stories than to marketing. Well, they’re drawn to good stories, at least. Stories that make them care – and wonder what’s going to happen next. That’s the...
B Y T O M T O R T O R I C I Everyone says we need to blog regularly. Have you tried it? Yes? Have you gotten any traction out of it? No? Well, are you sure you’re writing about the correct topics? So many questions. But if we want to draw potential paying...
B Y T O M T O R T O R I C I Your site can have a thousand bullet points of ‘logical’ product benefits. But if you ignore the rich inner feelings of that buyer staring at their laptop, you may still lose the sale. Faced with four or five providers with similar...
B Y T O M T O R T O R I C I Initially, this triplet of insights surprised even me. Why? It revealed missed opportunities on so many of the business websites out there. It was as if companies were missing their mark because they hadn’t taken the time to...
