Testimonials are one of the most powerful marketing tools you can use to grow your business. Why? Because, as Dr. Robert Cialdini put it in his book, Influence: The Psychology of Persuasion, “People will do things that they see other people are doing.”

Think about it: which do you trust more, the customer reviews on Amazon.com, or the manufacturer’s description of the product? That’s the power of social proof in action.

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If you could get 2-10 hours back from your work week, what would you do with that extra time?

That’s the question efficiency expert Marissa Brassfield asked her boss, Peter Diamandis, about a year after she started working for him as his director of operations. Now Peter does have an extra 10 hours a week (at least!) thanks to Marissa’s innovative and simple productivity-boosting strategies. (Check out her 5 top tips here.)

I recently sat down with Marissa, who is one of the guest speakers at our upcoming Make Market Launch IT! event. One of the things that came up was how easy it is to get waste your time doing everyday routine actions—without even realizing it.

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Why aren’t the best products the ones that sell the best? (This goes for books, too!)

I used to struggle with this question when I started my business and, I’ll be honest, I got a little resentful.

When I finally came to the realization I’ll share in the video—and accepted it as reality—my resentment disappeared, and my sales went up, too.

Watch to discover my realization about why good content isn’t enough:

Pam Hendrickson - Why Good Content Isn't Enough

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Content without context is a wasted effort. No matter how well-written your blog post is, how many times you’ve rehearsed your webinar or how great your opening animations are, if your audience doesn’t know why they need to be listening to you, they’ll simply tune you out.

In other words, telling your audience why you’re delivering this content to them in particular helps them understand why they should care about what you have to say and take time out of their busy day to listen to you.

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