It’s taken me a while to get here but I’m starting to believe that almost everything in life comes down to marketing and almost everything in marketing comes down to how well we use language Whether we’re parenting a twelve-year-old or selling socks, we choose a goal, select a delivery method and create some urgency around motivating the response we want

Businesses today need to tease maximum value out of every dollar spent but the issue is especially acute when it comes to promotion: every word people read about your business contributes to their perception of it and that can translate into dollars earned -- or lost - in the blink of an eye It also means entrepreneurs today must be especially vigilant when developing their websites, brochures, newsletters and reports