You Can’t Sell Tickets to The Titanic if You’re Marketing it as a Rowboat
Like it or not, people do judge a book by its cover. And that cover happens to include the words on the front. There’s a palpable difference between the words, “hire me” versus “engagement fees.” There’s also a difference between “buy now” and “apply now.” (Even though those “apply now” snobs drive me insane.) And there’s a difference between, “Cost: $5,000” and “Cost: $1,000 deposit to get started today.” People spend so much time painstakingly slaving over their business models,
Jan 27, 2015