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Clout: The Art and Science of Influential Web Content by Colleen Jones

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1. Same Road, Same (Lack of) Results

Expecting old solutions to bring new outcomes always disappoints.

INSANITY: DOING THE SAME THING OVER AND OVER AGAIN AND EXPECTING DIFFERENT RESULTS.

—Albert Einstein

Results. From improving health to drawing advertisers to selling products, everyone wants results. But, on the web, many of us aren’t getting them. We face an important choice.

For more than 13 years, I’ve watched the interactive industry try these same approaches again and again, hoping for a different result.

Pushy Tricks and Small Tweaks

Think about conversions, a critical result. To make a sale or get a lead, many websites use persuasion like a pushy salesperson, aiming high-pressure ploys at people as if they’re stupid targets. One trick ...

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