Ann has a massively popular newsletter, Total Annarchy.

these are the questions I ask of clients and that you should ask yourself of your company

Brand love, brand lift, and brand positioning Net promoter score (NPS) jackpot Total editorial ownership Guaranteed brand safety Customer loyalty Content that perfectly reflects your voice, values, and brand Content designed specifically for (and only for) the people you want to reach An owned audience that wants to hear from you regularly

Dan Heath: Effectiveness in the long term is largely a function of how well you empathize with the people you’re trying to reach and how much value you provide. That sounds like, “Well, duh!” But it’s not the norm. A lot of the things that we measure with content or marketing are short-term metrics. They’re opens and clicks and views and none of

Stealing attention with shortcuts, growth hacks, clickbait, and sensationalism. People might click, but they won’t come back. 2 Creating selfish content that serves your own interests—talking about yourself, your products and services, or your company. People won’t even click on this strategy.

making something that’s going to blow the minds of your audience and that they’re really going to love is a lot more powerful than making a thing that people kind of like.

You have to pick a small group of people and make something they love so much that they will tell everyone they know about it. You have to blow their minds.

Attention Coach Ann Handley,

2020 book Rethink the Business of Creativity, Ian Grais, Tom Shepansky, and Chris Staples shared: