I saw a post the other day that inspired me to write this email. The question was, “what’s the difference between a copywriter and a ghostwriter?” The answer is that a ghostwriter writes content (blogs, social media posts) to generate demand for his...

Whenever I run a cold email campaign, I have to visit every website on my list of prospects. I look for several things, and one of them is whether they have a box to enter my email address. I find that fewer than half of small businesses send emails...

This week, Amazon announced that they were going to cut 600,000 jobs at distribution centers between now and 2033. The reaction on X was hysterical. “AI is replacing us!” “The doomsday scenario is here!” “We need UBI!” The best tweet was, “this won...

Top, middle, and bottom of funnel. You will see these terms all the time on LinkedIn. They refer to how aware a prospect is with you and your business. The top of funnel doesn’t know you well or hasn’t known about you for long. The middle of funnel r...

I had a dance partner who was about 70-years-old. I told her I was a physical therapist and, of course, she asked me about her knee. I asked a few questions (an impromptu evaluation) and gave her a couple tips. She said she had been seeing a physica...

Every time I visit a private practice website, I see awards, credentials, titles, years of experience, and words like “board-certified.” IMO, this is a waste of space, because patients care about that less than you think. What they care about is, “ca...

Over 150k Americans will get a knee replacement (arthroplasty) this year, and that’s just one surgery. That doesn’t include hip surgeries, ACL repairs, fusions, and hundreds of other types of surgeries. Some of these surgeries save lives (bowel resec...

I can’t tell you how many times a patient asked me this when I treated patients at home. I resented the question, although I couldn’t express that feeling. I didn’t go to school for seven years so I could give subsidized massages to seniors in their...

A few days ago, I listened to a roundtable of physical therapists talk about advice for new grads. It’s hard to believe that I graduated over ten years ago when I was a new grad. I agreed with almost all the advice: don’t specialize too early, get a...

At the end of every episode of the Content Logistics podcast, the host asks the guest the following question: “What’s a content marketing ‘ick’ that you have?” My answer, if I were a guest, would be easy. I can’t tell you how many times I’ve seen a...