Jean

A Value Newsletter is a vehicle for delivering value to an audience over time, deepening relationships and building trust along the way, while creating opportunities to demonstrate empathy, authority, credibility, and preeminenc

An image evokes more visceral emotions than a headline ever could. A headline is explicit.

It’s direct.

It talks to a very specific audience interest.

And an image allows the reader to TELL THEIR OWN STORY and “inject” THEMSELVES into the narrative in their head as the hero.

The impact of a well-used image happens almost instantly. The reader will asso... See more

A Soap Opera Series uses principles from serialized narrative to pull audiences forward using tension/contrast, themes/narrative arcs, implications, open loops, and cliffhangers.

Each email is an installment in a larger narrative journey, and those installments are designed to pull the reader’s attention forward continuously toward a predetermined d... See more

Here’s a useful set of questions you should answer before we proceed:

What do your prospects NEED TO BELIEVE in order for them to take the actions you need them to take to buy?

What do they need to REALIZE? (The AHA moments.)

What do they need to AGREE to in ADVANCE?

What do you NEED TO SAY in order for them to be PRE-sold on what you will offer in the... See more

Once we have our manifesto message down, we’re off to the races. Each step is a process of reducing down to the essential.

Going from 1,000-2,000 words to 500 (The Frame ) means fat is stripped off the bone. Constraints are a powerful forcing function when used in this way.

Reduce, reduce, reduce...

When done well, fewer words = greater impact.

The fin... See more

When I first started building these bad boys they were as stand- alone entities. Only later did I realize the far more significant power in contextually linking them together.

I now call multiple linked Presell Sites within one market, a Presell World. It’s your presell world that makes up your entire sphere of influence.

People have this aspirational idea of building a vast, oppressively colossal, deeply interlinked knowledge graph to the point that it almost mirrors every discrete concept and memory in their brain. And I get the appeal of maximalism. But they’re counting on the wrong side of the ledger. Every node in your knowledge graph is a debt . Every link dou... See more

Instead of optimizing for leads, the signal you optimize for are people who see page-two of your MPPS content.

Think about the quality of that signal for a moment.

Let’s assume you have 1,000 words of content on page one of your MPPS and you open a couple of loops that you’ll close later on pages 2, 3, and 4. You send 100 people to that page and no o... See more

For you, a Value Newsletter can be a creative outlet that inspires and captures your thinking about subjects that matter to you (and your audience).

A Value Newsletter also can be a mechanism to engage with your audience explicitly and implicitly to guide your ideas in the future.

For example, in early 2021 we used our Emergent Marketing Newsletter t... See more

We want our audience to consume our content, including our Value Newsletters. We can accidentally make that difficult by providing too much, too often, in ways that are too complex, accidentally discouraging our audience from engaging.