Corporate Marketing: Feedback is respect (episode #44)

“Encapsulate the essence of the offer in the top four inches of the page,” Flint McGlaughlin teaches in Above-the-Fold Strategy: 4 ways to write powerful sub-headlines (https://meclabs.com/course/sessions/above-the-fold-strategy/). And this essence should inform your entire funnel, from initial ad to final conversion. I was reminded of this quote when our guest shared the lesson “PR and storytelling come first” – essentially, the story should be the essence of your campaign, and kickoff the c...