Writing For Influencer Marketing

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

My agency has driven $200+ Million in email revenue for our clients. Here are the 15 Copywriting Rules that made it possible: 1. Big Idea Make your copy revolve around a Big Idea. This idea has to be: - Exciting - Interesting - Timeless, and - Relevant to the reader Remember: People don't buy products, they buy ideas (BIG ones). 2. Irresistible Offer What makes an irresistible offer? Simple. Perceived value >>> price. Your copy must show prospects they're getting A TON of value for a relatively small amount of money. That way it will be easier for them to say "Yes" than to say "No". 3. Rule of One Don't focus on too many things at the same time. Sell ONE thing. Present ONE idea. Explore ONE topic. Solve ONE problem. Share ONE solution. This is how you write effective copy. 4. Headline + Lead = the most important part These two determine who will read your copy (and who won't). Make your headline interesting, intriguing and specific. Make your lead engaging, compelling and entertaining. In short, make the first part impossible to ignore. 5. Subject Lines must grab attention The sole purpose of the subject line is to make people open your email. You accomplish that by grabbing their attention. How? >> Spark curiosity >> Include benefits Example: "The worst 5 marketing mistakes and how to avoid them." 6. Write like you speak This one is pretty self-explanatory. Here's a great exercise to accomplish this: 1. Read your copy out loud 2. If it doesn't feel like you're the one talking, rewrite it Works like a charm. 7. Write, then trim When writing your first draft, write everything that comes into your head. Then edit multiple times to remove redundancies, adverbs, etc. Your copy will be way shorter but way more effective. 8. Talk to a person, not a crowd Your target should feel like your copy is written specifically for them. Here's how to accomplish that: - Use YOU language - Avoid generalization - Show some personality Selling to one -> Many sales Selling to many -> One sale 9. Show what's in it for them The only thing going through your target's head when reading your copy is: What's in it for me? Answer that question and the sale is yours. 10. USP Whatever product you're selling online, Chances are there are 1000's of similar products in the market. If you want yours to succeed, you need to stand out. How? By showing your targets your Unique Selling Point. I.e. What you have that your competitors don't. 11. Big Problem Your copy has to be centered around a Big Problem. The bigger the problem, The more it aches them, The more they want to get rid of it, The more they'll pay for a solution, The more money you will make. Internalize this: Big Problems = Big Money. PS. Read further in the comments

It's easy to fall into the "doing things just to do them" trap in demand gen and ABM.  👉🏾 Launching campaigns because "it's our typical approach." 👉🏾Creating content because "we have to."   👉🏾 Chasing every lead with the belief that "more is always better." But with AI and automation making it easier than ever to produce generic content, it's even more crucial to pause and ask, "Why?" ✔️Why this campaign? ✔️Why this content? ✔️Why this account? ✔️Does it truly align with our ideal customer profile (ICP)? ✔️Does it resonate with their needs and challenges? ✔️Does it get results on our goals? Generic #ABM is just...marketing. And generic #demandgen is a waste of resources. 👉🏾 To break the autopilot cycle, be specific about your ideal customer. Use tools like 6sense or ZoomInfo to gather rich data, going beyond basic demographics to understand their firmographics, technographics, and psychographics.  👉🏾 Then, map your content to the buyer's journey. Don't just create content for content's sake. Use tools like HubSpot or Marketo to address their pain points and provide real value at each stage. 👉🏾 Analyze intent data. Tools like Bombora or G2 Buyer Intent can tell you which accounts are actively researching solutions like yours, allowing you to focus your ABM efforts on those showing high intent. 👉🏾 Don't forget to make it a personalized experience. Use AI-powered platforms like Persado or Phrasee to tailor your messaging to individual accounts and show a deep understanding of their needs. 👉🏾 Finally, measure what matters. Track metrics that align with your goals, not just vanity metrics. Tools like Google Analytics or Bizible can help you measure the true impact of your ABM and demand gen efforts. 👉🏾 And most importantly, find someone to challenge your thinking. A colleague, a mentor, even a (kind!) competitor. Someone who asks: ✔️Why are we targeting this account? ✔️Will this content truly resonate? ✔️Does this campaign align with our overall strategy? Break free from autopilot, be intentional, and be strategic. Then, watch your ABM and demand generation results grow. What tools or strategies do you use to focus on the "why" behind your marketing? #b2bmarketing #marketingstrategy

The Power of Authentic Storytelling in Leadership In a world where AI can generate content in seconds, authenticity has never been more valuable. People crave connection, and nothing fosters it more than real, lived experiences. This is why authentic storytelling is a critical skill for leaders—it builds trust, inspires action, and creates a culture of belonging. Why Does Authentic Storytelling Matter? ✔ People connect with stories, not just strategies. Facts inform, but stories transform. A leader who shares their journey—failures, lessons, and resilience—creates a powerful emotional connection. ✔ Authenticity fosters trust. In an era of skepticism, transparency is a differentiator. When leaders share genuine experiences, they invite others to do the same, strengthening workplace culture. ✔ It drives impact. Employees, customers, and stakeholders don’t just follow visions; they follow people. A compelling, authentic story can mobilize teams, influence decision-making, and fuel innovation. How Leaders Can Master Authentic Storytelling 🔹 Be real, not rehearsed. People resonate with imperfections and vulnerability, not a polished, corporate script. 🔹 Make it relatable. Your story should bridge the gap between your experience and the audience’s challenges. 🔹 Tie it to purpose. A great story isn’t just personal—it aligns with values, mission, and vision to inspire action. The best leaders don’t just communicate; they connect. They don’t just inform; they inspire. Authentic storytelling is a leadership superpower. How have you seen authentic storytelling impact leadership? Let’s discuss. 👇 #Leadership #Storytelling #Authenticity #Inspiration

Teams who take a “boil the ocean” approach to outbound will fail. Here’s how to fix it and build sequences that actually drive results: Step 1: Focus your team on accounts most likely to buy now, invest at a premium, and become long-term customers or referral sources. This means moving beyond “anyone who fits the ICP” and zeroing in on high-priority targets. Step 2: Create deeper, more meaningful segments from that refined group. Traditional segments are great for organizing territories but fall short for crafting sequences that resonate. Instead, you need segmentation that helps your team speak the language of specific sub-groups. Use multiple layers of data—firmographics, intent signals, and contact-level insights—to break your TAM into smaller, actionable groups. Step 3: Launch micro-campaigns that target those precise segments with messaging designed to feel tailor-made. When you take this approach, personalization becomes scalable because it’s rooted in segmentation. Your reps don’t waste time on one-off customization, and your messaging feels 99% relevant to the prospect. I've been teaching this process as #ValueBasedSegmentation for the better part of a decade. It’s the key to building sequences that drive higher CTRs, replies, and engagement without tedious manual effort. ➡️ With this approach, you’ll: - Improve email performance - Write copy that prospects actually care about - Give your team a clear roadmap for focused outbound 📌 How are you helping your team build relevance into their outbound sequences?

Good copy tries to convince. Great copy simply removes reasons to say no. A lot of founders think persuasive copy is about finding the perfect words. The clever headline. The punchy CTA. The emotional story. But that's rarely why people buy. Every buyer is having a silent conversation in their head. They're wondering: 🤔 "Can I trust you?" 🤔 "Will this actually work for me?" 🤔 "Why should I act now instead of later?" If your copy doesn't answer those questions, they'll bounce. I've seen this play out across dozens of brands. The highest-converting pages and campaigns weren't the most creative. They were the ones that made buyers feel certain enough to move forward. That's the same principle I use to build marketing assets with a 30-50% increase in CTR. Before you publish your next post, ask yourself: ✅ Have I shown proof instead of making claims? ✅ Have I demonstrated the outcome instead of describing my service? ✅ Have I given people a reason to act now? ✅ Have I shared something useful before asking for the sale? When your copy answers the questions buyers are already asking... Selling starts to feel a lot easier. P.S. Join my newsletter for more in-depth tips & tricks: https://lnkd.in/g7kM6QgG

10 Copywriting Rules (From a Dad of Twin Teenagers Who Knows a Thing or Two About Persuasion) Growing up with twin teenage daughters has been the ultimate crash course in persuasive communication. If I can get two teenagers to agree on dinner plans without an eye roll, selling anything to anyone becomes a breeze. Crafting a compelling copy? Surprisingly similar. It’s all about: • The right tone • Catchy phrasing • Knowing exactly what they want (even when they don’t). Here’s how these lessons translate to copywriting: 1/ Strong CTA = More Conversions Convincing teens to choose one restaurant? Like a CTA, it needs a “what’s in it for me” factor. “Click Here” works if paired with why they should care. Example: “Click Here for Mouthwatering Dinner Ideas.” 2/ Highlight What Matters In family debates, shouting the best option works (sometimes). In copy, highlight with: ✔️ Bold text ✔️ Visual cues ✔️ Testimonials Give readers reasons to trust—and choose—your offer. 3/ Symbols Speak Louder Than Words Teenagers scan for emojis. Readers? Scanning for key symbols. Use: ✔️ $ for discounts ✔️ ❌ to show what they’re missing without you. 4/ Numbers > Words “Be home at 1” is clearer than “Be home at one.” Numbers grab attention. Use them in headlines, discounts, or stats. 5/ Follow the “Goldilocks” Rule Too many options = indecision (or teenage rebellion). Limit choices to make decisions easier—group into 3-4 options. 6/ Meaningful Hooks “Dinner options” sounds boring. “Let’s try sushi tonight!” sparks curiosity. Same with copy: Your “Plans & Pricing” page? Rename it. Try “Find Your Perfect Plan.” 7/ Picture It Like a Conversation Persuading teens means sitting down and talking face-to-face. Write your copy like you’re chatting across the table with your audience. 8/ Explore Layers of Benefits Teens need more than “it’s good for you.” They want specifics: “You’ll feel great and your friends will love it.” Your copy needs the same. Features are nice, but benefits sell. 9/ Showcase Your Best Dinner debate strategy? Start with the best suggestion first. Your copy should, too: Feature best-sellers or top reviews upfront—don’t bury them. 10/ First & Last Impressions Matter In family arguments, what you say first and last is what gets remembered. Structure your bullets the same way: • Strongest point first • Close with a powerful takeaway Master these rules, and whether you're selling products or settling family debates, you'll win every time.

👇 The biggest mistake I see founders make in their content strategy: Writing to impress, not to connect ❌ Your audience doesn’t want jargon. They want to feel seen. Heard. Understood 🫂 Especially in the health and wellness space, where buying decisions are emotional, not just logical🤗 I recently worked with a wellness brand struggling to drive engagement. Their blogs were factually solid, SEO-optimized, and well-written. But they read like textbook chapters. Not real stories. So, we flipped the script. We built a content strategy around empathy by mapping blog topics to actual conversations with their customers. We swapped: ❌ “5 Proven Benefits of Ashwagandha” for ✅ “I started taking Ashwagandha to manage burnout—and here’s what happened next” The results? 📈 2.6x increase in time-on-page 💬 A comment section full of real conversations 🧲 And more newsletter signups than ever before Here’s the truth: If your content doesn’t make your reader feel something, they won’t take action. So instead of asking, “What do I want to say?” Start asking, “What does my audience need to hear right now?” That shift alone can change everything 🙌 Want to rework your blog strategy to make it more human and more effective?💭 Let’s connect. I’d love to share what’s worked for other founders like you.

Proven Strategies to Supercharge B2B Outbound Lead Generation Let’s be clear: outbound isn’t dead—it just needs to be smarter. In a world where buyers are more selective and inboxes are more crowded, effective outbound lead generation is about precision, personalization, and partnership with sales. Here are 7 strategies I’ve seen drive real results: 1. Laser-Focus Your Ideal Customer Profile (ICP) Before you start reaching out, refine your ICP. Go beyond firmographics—consider buying triggers, tech stack, growth signals, and key pain points. Use intent data and predictive analytics to prioritize accounts most likely to convert. A highly defined ICP ensures your efforts are efficient and relevant. 2. Multi-Threaded Outreach Modern B2B decisions are made by committees, not individuals. Build relationships across multiple stakeholders within a target account. Tailor messages to specific roles—finance, marketing, operations—and connect them to how your solution supports their objectives. 3. Hyper-Personalized Messaging at Scale Generic emails are dead. Use dynamic personalization tools to tailor messaging based on job title, company news, shared connections, or industry trends. AI can help scale personalization while keeping your messaging authentic and relevant. 4. Leverage Warm Channels First Outbound doesn’t have to mean “cold.” Use mutual connections, recent webinar attendees, or social media engagement as warm entry points. Pair outbound efforts with LinkedIn nurturing, retargeted ads, or personalized video messages to increase response rates. 5. Sequence with Strategy Use automated sequences (email, phone, social touches) designed around your buyer’s journey. Ensure every touchpoint adds value—share relevant case studies, industry insights, or pain-point specific content. A well-structured sequence improves both response and conversion rates. 6. Align with Sales for Speed and Feedback Marketing and sales alignment is critical. Share real-time feedback loops so messaging can be optimized based on what's resonating. SDRs should be armed with the right content, timing cues, and conversation starters to accelerate qualified conversations. 7. Test, Learn, and Optimize Relentlessly Outbound is not set-it-and-forget-it. Track metrics like open rates, response rates, and meeting conversion. A/B test subject lines, messaging, and timing. Leverage attribution insights to refine outreach and double down on what works. 💡 Outbound done right isn’t about volume—it’s about velocity and value. When marketers shift from “spray and pray” to precise, personalized, and data-driven outreach, outbound becomes a true catalyst for sustainable B2B growth. #B2BMarketing #OutboundLeadGen #GrowthStrategy #MarketingLeadership #RevenueMarketing #ABM #CMO #DemandGeneration

This might sound contradictory coming from me. But here’s the truth: No one cares about your story — they care about how it’s relevant to them. I tell people to “share a personal story” all the time. And yes — sometimes that advice backfires. Because people hear that and think: “Let me tell you about the time I…” And then they lose the room. A personal story on its own doesn’t create influence. It just creates information. If your story doesn’t move the audience towards something — a decision, a belief, a shift in thinking — it’s not influence. It’s a diary entry. Here’s the difference. A diary-entry story sounds like: “When I first became a manager, I struggled with confidence…” An influential story sounds like: “When I became a manager, I avoided difficult conversations — and small issues quietly turned into trust problems.” Same event. Very different impact. This is the part most leaders miss. Influential storytelling isn’t about you. It’s about what your story does for the listener. Here’s what a story needs to do if it’s going to influence, not just entertain: 1. It earns the right to be told Before a story persuades, it must build trust. The audience needs to feel: “She’s been here. She understands what’s at stake.” 2. It mirrors the audience’s reality The fastest way to lose influence is to tell a story no one recognises themselves in. 3. It creates tension, not just colour Influence lives in stakes. What was at risk? What could have gone wrong? 4. It moves people toward one clear next step If the story doesn’t point to a decision or action, it weakens your message. So next time you feel the urge to add a personal story “to make it more engaging”… Pause. Ask yourself: What does this story earn — and where does it take them? That’s the difference between storytelling for attention —and storytelling for influence.