Guarantees
The longer a product’s guarantee period, the fewer people want a refund. Products often come with a guarantee of more than 30 days because a lot of people don’t take the time to look deeply at what they’ve bought within a month. With a longer guarantee period, people...My more ‘human’ Twitter account
When I first heard about Twitter, in 2007, I set up an account – @Pazza – which I still have.Over the years, I’ve set up quite a few Twitter accounts, and gradually ignored and deleted most of them.Now I have a dilemma: on the one hand, I’m...Feeling relaxed
As a parent of two teenagers (well, soon enough: the 12-year-old turns 13 in a few weeks), I feel I don’t need to encourage them to relax. They’re quite good at that, using a combination of their phones, Netflix, slime and comfortable furniture. But it’d be nice to...The 4 ‘U’s
Here’s an idea I read about a few years ago that applies to headlines and subject lines. Legendary copywriter Bob Bly wrote about this ‘formula’ that his colleague Michael Masterson had developed to help understand what makes an effective headline or subject line (ie,...PP on LinkedIn
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