If you fail to show us the facts, it’s difficult to accept your analysis. While it’s tempting to simply share an interpretation of what’s happening, credibility and persuasion are based on showing your work.

The simplest way forward is to see which boxes your target market has and then check all of them. Unfortunately #1: The audience doesn’t publish their actual list of boxes, they conceal many of them. Unfortunately #2: They don’t all have the same boxes. Unfortunately #3: If it were that straightforward, your competition would have […]

In the ideal world, credentials would be awarded to all experts, and withdrawn from all charlatans. But they don’t always line up as neatly as that. An expert is someone who can keep a promise. Point to the results that demonstrate your skill and understanding and commitment and we’ll treat you as an expert. Credentials, […]

Twenty handwritten letters received by someone in power are worth a hundred times as much as two letters. And when that becomes a hundred different personal letters, increasing in volume, from different people, delivered to an organization every week for a year… it’s worth a million times as many as just twenty.