Three magic words

I’ve had good luck coming up with creative breakthroughs when I started by writing three “magic” words around which to organize my ideas.

Birthing of Giants … attracts young entrepreneurs with big dreams to Inc. magazine’s conference on starting new businesses.

Defend Your Heart … gives still-young men real weapons to fight first heart attacks in the pages of Tufts University’s Healthy-Heart Letter.

Summon the Gods … grants selected Harvard Business Review subscribers the privilege of tapping the deepest archive of the best thinking in all of business.

Letters Change Lives … teaches managers of nonprofit organizations how to write cash-cow appeals on their own — free of the high cost of big-reputation (even if small-result) consultants.

What makes three words magic? They capture attention. Evoke a feeling. Paint a picture. Make a promise. Inspire a prospect. Generate a response. Win a customer.

They’re easy-to-remember and hard-to-forget. Sometimes you can even buy the URL.

If your subscription marketing is stuck, simplify your problem. Limit yourself to just three words. It’s proven to be one of my better, well, ideas in circulation.

Do it yourself.

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