Add a Dash of Surprise to Better Persuade

January 28, 2026
This image shows a stereo turntable with a black vinyl record being played.

I offer a resounding hat tip to Jeevan Sivasubramaniam for inspiring this edition of my newsletter, “Persuasion Power Tip.” In his recent post, this publishing luminary urges nonfiction writers to differentiate their work by asking, “What still surprises you about your field?” His message, one with which I heartily concur, reminds people to dig deep for something fresh…

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Identify Your Core Message and Repeat It Often

January 26, 2026
This image shows blue and white bubbles with words that relate to the concept of content marketing such as “branding” and “digital.”

A powerful message succeeds because it reminds us of the good things we celebrate and want to remember. Whether you are marketing lawnmowers or investment products, you need to connect with your target audience on a human level. It’s people on the other end of the transaction, not robots (at least not yet). Unfortunately, without…

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Persuade by Telling a Great Story

January 14, 2026
speech bubble with the words "Storytelling is the best Marketing"

Some companies are touting brand storytelling as the next big thing. Humans have been telling stories since prehistoric times when cave people gathered around the fire to entertain and inform each other. As marketing guru Ann Handley rightly points out, “Good writers have [always] been storytellers,” constructing content aimed to pack a punch with the client’s target audience. Josh…

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