Psychotactics

Let’s imagine you and I are meeting in Donostia-San Sebastián in the north of Spain for dinner.
And we’re going to have dinner in the old town. What are we going to have for dinner? I know. We’ll have some beer, los pintxos, some icecream, and a cafe cortado. And guess what? We’ll get the entire [...]

It was 2004.
We were promoting the Workshop in Los Angeles. As part of the marketing promotion, we put one little audio testimonial on the website. No, it doesn’t matter what the testimonial said.
What matters, is that over 1200 people clicked on that one link to listen to the testimonial.
Now why would they go clickety click? [...]

This article has been removed. My apologies.
Instead here a super interview between Lynda Weinman and I. In case you’re wondering, Lynda Weinman is one of the founding members of Lynda.com. Lynda.com started out as a video site when video was um, big trouble to download. Today they get hundreds of thousands of visitors [...]

Have you ever struggled to read the text on a web page? You’re keen to read the material, but not sure why you’re struggling.  And it’s not because the language is difficult.  And it’s not because the topic is unknown. Yet there’s something that’s driving you batty.
It’s something on the page itself, but you can’t [...]

Do you remember the time back when you were ten years old?
You do, don’t you?
And you remember the day you got your allowance, right?
So what did you do with your allowance? I’ll tell you what. You carefully put it in the bank, so that it could earn an interest rate, and some day you’d earn [...]

If you’re sending out a newsletter, how do you benchmark your success?
Is it by open-rates? Or something else?
The answer, sadly, doesn’t lie in open-rates
Open-rates are based on the factor of whether or not your article was um, opened. I say um, because open-rate is a crazy issue. When a client um, opens your article, it [...]

You’re watching TV. It’s Extreme Makeover time.
They take this wallflower-looking person.
And they cut. And they snip. Boy, do they tuck! And about 2 weeks later, the Extreme Makeover artists transmogrify their subject into a work of captivating beauty.
You watch and say, no…can’t be…can’t be the same wallflower. Ah, but it is. So what say we [...]

You’re in a seminar.
Oh, the seminar’s interesting.
The content is great. The presenter’s outstanding.
But you aren’t paying attention
You’re fidgeting in your seat. You’re kinda brrrrrrrrrrr.
As in coldbrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr.
And the seminar drones on.
Drones on, did you say?
So we’re pretty clear that the seminar was interesting and outstanding, and all that jazz. How did the seminar get to be [...]

It doesn’t matter which website or blog you go to—most of them make one fundamental mistake. And it’s a mistake that can be easily avoided, if only you did one tiny little thing.
That tiny little thing is placing the ‘subscribe’ button in the right place. And to understand the right place, we have to understand [...]