Breaking content down into smaller pieces
Convincing someone to read about a topic they’re not sure they want to read about sometimes calls for breaking content down into smaller pieces. That’s what I suggested for a long training piece designed to attract insurance agents and financial planners to sell annuities. The result is a three-piece “kit” that ended up as a lead generator, not just a training piece. In addition to shaping the three pieces, I also wrote the marketing copy.