Where to find our insights in this site

The Moments of Truth for
3 kinds of people: What to do
about these moments to
multiply results for
publishers/advertisers.

Link Architecture: The central
issue in navigation design.
How links can hurt or help.

1. The many roles of links
2. Link strategies/examples

Multiplying results: Concepts
of amplifiers, attenuators, and
zeros in the results equation.
How nil results, as well as
2-5 fold gains, are possible.

The Multiplier Principle

Grabbers Development: 
Principles for getting attention,
positioning, navigation clarity,
and maximizing clickthroughs

1. Key Grabber  Questions
2. Levels of Grabber Power
3. Examples of Grabber Power
4. Grabbers Before & After

Fundamental Human Desire:
Positioning principles, case
example, eliminating all price
qualms. The kind of research
that gets the breakthroughs.

Fundamental Human Desire

Quotes: How to get & use them
in ways that double response.
Why most quotes don’t work.
What quotes can say that you
can’t. Who to quote.

How to Get & Use Quotes

Maximizing qualified responses
and controlling unqualified
responses. Surprising scenarios.
6 Paradoxes & the solution.

The Empty Calories Paradox

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