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…

...continue to read "The Sense of Scent"

What the honeybee’s Waggle Dance and word-of-mouth marketing have in common—and how to promote it

When we talk about scent, we’re talking about setting up a trail of relevance. And as we are all (sometimes painfully) aware, businesses aren’t the sole creators of what folks find relevant. In fact, focused on maintaining the rosy frontal view for their products and services, businesses are not always considered the most credible resources for either relevance or truth.

Read the rest of this article. Read…

...continue to read "The Cooperative Marketing Waggle"