Scott Hornstein and Wayne CerulloJan 12, 20201 minWrite Like YouBy Scott Hornstein It is important that you be you, that the way you write and the voice you project is an accurate representation of who...
By Scott HornsteinDec 16, 20192 minYou Gotta Have HeartDamn Yankees is one of my all-time fav movies. The story is a retelling of the Faust legend, set in baseball, and to music. The hero cuts...
By Scott HornsteinNov 25, 20191 minRent or Buy your Future. In Writing.A lot of time and effort is spent these days on posting to social media and cultivating your list of followers, likes and eyeballs. But...
By Scott HornsteinNov 11, 20191 minI wrote a blog post. Isn’t that enough?“What’s the point? I wrote a blog that answered one of the biggest problems in our industry. Isn’t that the point? “I’m here to run my...
By Scott HornsteinOct 21, 20191 minWrite or Wrong?Business blogging falls under the heading of “thought leadership." Here’s what Forbes has to say: "Thought leadership has become...
By Scott HornsteinAug 21, 20191 minOK, I’ve Started a Blog, Now What Do I Write About?Usually the first few blog posts are easy. You’ve been thinking about this a long time, you have headlines in your head and perhaps...
by Scott HornsteinJun 18, 20191 minHaving Trouble Deciding What to Blog About?Usually the first few blog posts are easy. You’ve been thinking about this a long time, you have headlines in your head and perhaps...
By Scott HornsteinFeb 4, 20191 minContent is King, Or NotThe quote “content is king” is from an essay Microsoft founder Bill Gates wrote in 1996. In it, he describes the future of the Internet...
By Scott HornsteinJan 14, 20192 minSales and Marketing, Marketing and SalesYour blog, your thought leadership, every piece of copy you produce has 2 objectives: * One is marketing – to generate awareness and...
By Scott HornsteinDec 10, 20181 minIt’s Tough Out ThereMaking an impression, getting your word out, finding and engaging prospects, gets tougher every day. It seems that there are fewer and...
Scott HornsteinOct 11, 20181 minWhat is your true competitive differentiator?As you look at the marketplace, what really distinguishes you from the rest of the bunch? If it’s price, you’ve got a big problem,...
By Scott HornsteinJul 10, 20181 minCopywriting is Easy.Copywriting is easy. You just put your fingers on the keyboard and look at the screen until little drops of blood appear on your...
Scott HornsteinMay 14, 20181 minShall We Dance?Clearly there is magic in dance. Partners become a team, and the team is clearly more than its parts. My wife and I decided to take...
By Scott HornsteinApr 26, 20181 minEditing Your BlogAnother way of looking at the editing process is to consider it the smell checker – do this to find out what stinks. It’s a completely...
By Scott HornsteinFeb 7, 20181 minEveryone is a copywriter. No?Recently I was listening to an interview with Willie Nelson, one of the greatest songwriters ever. The interview was taking place on his...
by Scott HornsteinDec 27, 20171 min3 Tips to Improve Your WritingGive me one clear, declarative sentence that tells me the value of what you are about to write. Why should I read it? Why should I care?...
By Scott HornsteinDec 6, 20173 minDirect mail? Eeew.An old proverb says that the eyes are the windows to the soul. Sometimes, when in a marketing discussion I have said the words direct...
Scott Hornstein Adrian MillerOct 30, 20172 minBogged Down in BlogIn the best case, regularly scheduled blog posts give you an opportunity to demonstrate your genius and insight over time. It allows you...
Scott HornsteinOct 20, 20171 minHow to Pick Your "Ghost" WriterI once heard the commitment to writing a blog described as standing under an airplane propeller. You dodge one, but here comes another. A...
Scott HornsteinSep 5, 20173 minTriangulating B2B Prospecting SuccessThe better you understand your b2b prospect, the more efficient and effective your prospecting will be, and no one silo or point of view...