Author: Jeff Cassman
Grit Trumps Gift
In a world obsessed with the prodigious, the gifted, and the overnight successes, it’s easy to overlook a fundamental truth: It’s not just about talent; it’s about perseverance. The world is full of stories of men who had everything—education, connections, and even a bit of luck—but still fell short. Why? Because they lacked the one…
Welcome
Surprising Business Lessons from a 17th-Century Nun
In an era where women were predominantly relegated to passive roles, Jane Frances de Chantal stood as a beacon of leadership, resilience, and visionary thinking. Her life, though rooted in a deep spirituality, offers many business lessons that are relevant in today’s challenging environment. 1. Visionary Leadership: Jane Frances de Chantal’s establishment of the Order…
I thought 5x was good…
Most businesses aren’t investing in retargeting, even though it’s the highest ROI option. I had a client recently get a 5x ROI and stopped because of “lack of return”. I thought that MY campaign was performing well, and then my friend Kevin shared this story: In the dynamic world of digital marketing, there’s one strategy…
Magnifying the Power of ROI in Your Sales Proposition
For any astute business, particularly in the world of B2B direct response copywriting, articulating the Return on Investment (ROI) is not just a tactic—it’s an art form that can unlock unparalleled results. Showcasing the clear and tangible ROI on your sales page is a masterstroke, especially when dealing with premium, high-ticket offerings. Consider this: If…
Command and Conquer: How Storytelling Shapes the Future of Persuasive Sales
In the rather large world of direct-response copywriting lies an ancient secret – an art, if you will – that has the power to make your message more than just words. It transforms it into an experience, an emotional journey. I’m speaking about none other than storytelling. And when wielded by the astute business leader,…
Presentation is Power: Commanding Attention in a Digital-First World
Imagine you’re at a posh dinner party for business leaders. The hors d’oeuvres are perfect, the chandeliers are gleaming, and then you’re served… a blob of mashed potatoes without any seasoning, plating, or sides. That, my friends, is the equivalent of poorly formatted content in the digital age. People these days are hungry for knowledge,…
Words that Win: Cutting Through the Noise
Ever gotten through a weighty paragraph and felt like you’ve just eaten three plates of cotton candy without any of the sugar rush? My guess is that by the end of it, you couldn’t even recall the flavor—err, point. Conversational copy is to writing what that perfectly tailored suit is to a man. It fits….