What’s the fastest-growing company EVER?

It’s Groupon.
But don’t take my word for it.
Just ask Forbes.

I am sharing this with you for two reasons:
a. Because I just read an article in today’s New York Times titled Funny or Die: Groupon’s Fate Hinges on Wordsb. Because that article in NYT supports my belief that the dominant activity in today’s digitally powered world is reading. (Offline, online…what line?)

But enough about me, let’s talk about you:
You know that at any given moment a lot of people are all ears, right?
You are one of them.

Ok, so people are looking, searching, right?
What are they searching for?
It turns out, mostly information about all kinds of things:
they want better-paying jobs;
they want to look better;
they want to feel more attractive to others;
they want to learn something;
they want to live longer;
they want to be comfortable;
they want to save time—you name it.

The next question is: What do most of these people have in common?
The answer: They are ready to receive suggestions as to how to fulfill their wants.
Some of them may want whatever it is that you have to offer.
So what can you do to ATTRACT them to whatever it is that you have to offer?

Here’s one suggestion: Think like Groupon.
Check out what NYT said about the company:

“Groupon has nothing so special. It offers discounts on products and services, something that Internet start-up companies have tried to develop as a business model many times before, with minimal success. Groupon’s breakthrough sprang not just from the deals but from an ingredient that was both unlikely and ephemeral: words.”

Groupon invests in copywriting because copywriting sits at the intersection where business meets people.
Copywriting is about articulating and sharing a purpose compellingly.
Copywriting is a commitment—a commitment to engage with people in a manner that they will value, and yes, perhaps even enjoy.

Effective copywriting shifts your messages away from what you want to say toward what people want to hear, and it can be a magical thing. It can take your business from ordinary to legendary.
But don’t take my word for it.
Just ask Forbes.


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