"Market your editorial consistently to your existing readers," Jim Sinkinson told our Business Information & Media Summit audience in November. "You sold them a subscription, you're sending it to them digitally or by print. Don't take for granted that just because they paid for it that they're going to read it. And if they don't read it, they won't renew."

What is your elevator pitch—your igniter, your perfect question? That's what Jim Sinkinson of Fired Up! Marketing wanted to know at his recent copywriting bootcamp at SIPA Annual 2018. (That session—in video—and most others are available to members at this link.)

What’s great about someone like Bob Bly—and why he’s worth paying attention to—is that even with all his experience and accolades as a copywriter, he’s advising us based on analytics and results, not opinion.

I once saw the great actor Sir Ian McKellen decipher the famous "Tomorrow" speech from Macbeth in a one-man show. "Tomorrow, and tomorrow, and tomorrow," he began, sitting on the front edge of the stage looking at the audience. "Is everyone with me so far?"