Digital Sales & Marketing
Digital Sales & Marketing
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Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer
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Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling
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Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

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Video
Video
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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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HubSpot
HubSpot
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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

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HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design
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Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

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Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12) Blog Feature

Liz Moorehead

Editor-in-Chief, Speaker, Host of 'Content Lab' Podcast

October 10th, 2018 min read

In a surprise to no one, there's a lot of not-so-great content out there about what it takes to create great content.

That’s not to say there isn’t meaningful thought leadership about content creation and copywriting. 

Unfortunately, across every single industry, there is a bloat of mediocre content we all need to wade through to get to what we want -- and my field of expertise is not exempt from that fact.

Then, on September 12, I read an article on Copyblogger that blew me away -- to the point where, immediately after finsishing it, I hopped into our general slack channel and shared it with the company.

It was “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” by Nick Usborne of ConversationalCopywriting.com.

In his article, he talks about why copywriters need to care about “neuromarketing and how copywriting that appeals to the emotions of your audience can easily backfire, if you activate the wrong types of emotions.

So, I invited Nick to join me this week to discuss what neuromarketing is, why it matters, what it means to tap into “feelgood chemicals while copywriting, and the fine line you can cross into thefeelbad realm.

Enjoy! 

Listen to the Episode

Resources & Articles

One Thing: Be Human

Every morning, we leave our homes and commute to work as humans. But as soon as we walk through the door, we deprioritize our sense of humanity, when we’re making decisions about how we communicate with the people we’re trying to reach, who are humans themselves.

When asking if we should do (or not do) something in an email, article or piece of content, we look to the data first, or a data-backed strategy. 

Not that data is bad -- I believe strongly in data-backed strategies. 

It’s more that we never stop and ask ourselves, “Hey, how would I feel if I got this email, in this moment? Is this something I would do in person, or in a conversation? How would it make me feel?”

So, this week’s one thing for you -- the one thing you can do differently right now to make your content instantly better -- is to put your human hat back on while you’re at work.

As conversational copywriting continues to become more of the norm, challenge yourself -- as a human first -- about the context of what your’e working on, and how you would feel on the receiving end of your emails and content.

It seems obvious. 

But, as Nick and I discussed, sometimes we can get so wrapped up in our priorities as marketers and what we believe we should be talking about or saying, that we forget to stop and reflect on what we’re doing when we’re creating these connections and moments with our audience as people.

Weekly Awesome: Read Nick's Article Right Now

Alright, this week’s weekly awesome is simple. I don’t have something new or mind-blowing. 

Instead, your weekly awesome homework is to read “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” -- the article that started this whole conversation. 

You won't regret it!

Subscribe to the Content Lab Monthly Newsletter

Once a month, I'm going to send you an absurdly useful newsletter will tons of insights, tips, and tools for you to make your content amazing. It's that simple.

Here's what it looks like, so you know what shenanigans you're getting into with me:

content lab

So, what are you waiting for? Go to this page and sign-up.

Connect with Content Lab 

Okay, first, you've gotta subscribe to Content Lab on Apple Podcasts. That way you'll never miss an episode! 

Or you can comment on this episode below! I'd love to hear from you.

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