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The Hidden ICA definition you haven’t considered (aka What’s your d...

How do you create content to best connect with your dream clients? Your strategy really depends on where they fall on the levels of awareness. Eugene Schwartz, in his classic and oft-quoted “Breakthrough Advertising,” outlined...

Getting your audience "Super" familiar with your offer

When our car’s windshield cracked, I immediately knew who to call.  But something inside my brain stopped me.  WHY did I think of that business?  We had never used them before. I hadn’t had any conversations with...

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