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You have just seconds to grab a prospects attention. Use trigger words to attract visitors and then encourage action. Use emotional trigger words in headlines and your content writing. They motivate action and movement within the website. Keywords and trigger words are both important in content writing. Keywords are used in search engine optimization and bring visitors to your website, usually via search engines. Trigger words create emotion and it is this emotion that encourages action. In marketing,...

Who Moved My Cheese? Is a story by Spencer Johnson (1998) about four characters that live in a maze and spend their time looking for cheese. They are faced with unexpected change when their cheese disappeared. They need to decide if they will seek new cheese or die. The story is a metaphor for life. If you are a business, you have noticed that your customers have moved. Finding your customers is a moving target. What worked for attracting new customers just a few years ago, doesn’t work today....

Crisis communications has evolved with the invention of social media, how (and how quickly) companies must respond in the event of a crisis is complex and swift. With real-time updates becoming part of the norm in the SERPs, a company in crisis should always be part of the current conversation. Staring at the fish tank at my chiropractor’s office this week, I realized that BP’s Deepwater Horizon oil spill and the resulting sour of public opinion is an opportunity to look...