Establishing and maintaining a scent trail is essential to providing persuasive momentum

Kudos to my heroine and comrade-in-words, Holly Buchanan, who recently presented an electrifying Shop.org teleseminar on persuasive online copywriting. We were reading through the impressive feedback when I came across this: “I would have liked more examples of scent.”Holly and I looked at each other (she still isn’t sure which of my eyes to gaze into), and smiled. What seems so obvious to us obviously isn’t obvious to others.

So I want to be crystal clear about scent, because scent is important. Understanding what it is and how to maintain it is critical to the success of your persuasive mission. Let’s start sniffing.
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