Problem/solution commercials work, IF they’re structured properly. They won’t work if the problem doesn’t seem real. The order in which we build our spot is important. Remember, you’re speaking to an ...

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For many business people, writing poses a challenge, especially when a problem-solution letter is at hand. It might help to think of the task you face as inherently optimistic. Not only are you ...

Jim Rohn, an American author, once said, “To solve any problem, there are three questions to ask yourself: First, what could I do? Second, what could I read? And third, who could I ask?” These are ...

Consider someone who’s perfectly content with their office chair. It’s not ergonomic, it doesn’t have lumbar support, but it works. Then, during a meeting or a visit to a friend’s office, they sit in ...