6 Make Your Content Effective

Does your content work for your customers?

I LEARNED EARLY IN SPORTS THAT TO BE EFFECTIVE—FOR A PLAYER TO PLAY THE BEST HE CAN PLAY—IS A MATTER OF CONCENTRATION AND BEING UNAWARE OF DISTRACTIONS, POSITIVE OR NEGATIVE.

—Tom Landry

STAY ON TARGET.

—Gold Five, Star Wars

If you read the first edition of this book, you know that I’m fascinated by persuasion and its related fields, including psychology, communication, and rhetoric. (If you didn’t, now you know!) This fascination stems from the many, many times in my life where I felt I failed to persuade, and the few times I felt I was successful.

One of those few early times in my life occurred in fifth grade. My teacher, Mrs. Hoerter, had a point system to encourage ...

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