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Do I need slides?

Short answer: No.

Long answer: If it helps to make a stronger case than without slides, then go ahead, make slides. If not, don’t. Make it specific and repeat this question for every single slide you think about creating. Is your story stronger with that slide, then make it. If not, don’t.

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Can an ugly site work?

Amazon has a pretty ugly site. It’s overloaded and cluttered. There are hundreds of places to click with several competing calls to action. In design

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Subtract and amplify

When a story doesn’t work, the default approach is to add more information. Explain it in greater detail. Come up with more reasons for why

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Overdeliver on your clickbait

We’re living in the attention economy (think “5 super weird reasons why your headline doesn’t perform”). Whoever gets the audience’s attention, gets the first shot

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