CHAPTER 3

S-H-I-P-P-I-N-G Content with an Emotional Twist

Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either.

—Herbert Marshall McLuhan, philosopher of communication theory

Now that content trails have been developed and sequenced in line with your audience’s frame of mind, we need to dress it up for an emotional connection primarily through the use of storytelling, humor, and inspiration. With content that is timely, useful, and relevant, audiences begin to know us. And as we show evidence of transparency and empathy, we begin to earn their trust as well. But to really engage our audiences, we need to get them to like us.

i-P-L-E-A-S-E with Likeable Content

In his popular book, ...

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