Ask any Boy Scout how to start a fire. He’ll tell you it’s a triangle: fuel, oxygen, and heat. Get enough of all three and you get a fire.

There’s a triangle of combustion like that in advertising: message, delivery, and engagement. Getting that triangle right will light a fire under your sales. Message is fuel, delivery is oxygen, and engagement generates heat. Ignition comes at the moment of conversion, when a visitor becomes a customer.Continue Reading