While we ultimately care about the actions of users, it’s often the attitudes that affect user actions. If we don’t like a brand, we’re less likely to buy its products. If we don’t think a website is usable, we won’t come back. If we think a form is too difficult to fill out, we abandon it.

Jeff Sauro (Measuring U)

Think Emotionally

Engaging content is content that informs, entertains, and adds value. Start with the emotion your audience is feeling. Are they scared? Frustrated? Skeptical? Now ask what’s the opposite of that emotion? Poke at your audience’s emotions to motivate them to take action, whether that action is to look for more content from you, pick up the phone and call, or talk to someone face to face.

The Building Blocks of Engaging Content (Ann Gynn for Content Marketing Institute)

Excerpt from John F. Kennedy’s State of the Union address May 25, 1961

… in a very real sense, it will not be one man going to the moon–if we make this judgment affirmatively, it will be an entire nation. For all of us must work to put him there.

Auguste Gusteau on Digital Marketing

You must be imaginative, strong-hearted. You must try things that may not work, and you must not let anyone define your limits because of where you come from. Your only limit is your soul.

Fight Adversity With Creativity

After convincing a now-famous copier company to shorten its name from Haloid-Xerox … [George] Lois shot a TV commercial showing a toddler making photocopies. When the FCC objected that the ad misrepresented the machine’s ease of use, Lois shot a new commercial showing a chimpanzee making photocopies. He invited FCC staffers to attend the shoot. The spots became a sensation.