My dad was a sportscaster, and one of my favorite anecdotes from his career has resonated with me ever since I began assembling my online portfolio:

Back in the early 1980s, he was a talk show guest where the topic was sports trivia. The point of the episode was to present interesting facts that listeners could then use to spice up their conversations in between Buffalo wings, nachos, quality adult beverages, and the occasional slow moment.


Invariably, there’s always a wiseacre who sneaks through the screeners. In this instance, one asked a question that went totally against the theme:

“Do you know,” he asked, “Who played second base for the Cincinnati Red Stockings in 1892?”

My dad didn’t hesitate.

“Sure do,” he replied quickly, and then punched onto another phone line. “Next caller.”


Well, he did answer the exact question that was asked.

Back then, all he would’ve needed to do was check the Baseball Encyclopedia to confirm it was Bid McPhee. But he also knew that virtually none of his listeners would remember, much less care.

These days, if that question arose in a conversation, everyone — especially Millennials — would do what I just did: whip out the mobile phone and do a quick search.


And that’s the takeaway for marketers in the 21st century.

The amount of information available at the touch of a fingertip is virtually incalculable.

It’s no secret that searchers will gravitate to whichever site resolves their issue the most completely and concisely. Those are the primary criteria of content value.

We all need to take a hard look at our main message to ensure it doesn’t add to the clutter that’s accumulated in cyberspace.


Here’s a starter checklist — all found on this site — that are tried-and-true guidelines for not only attracting and holding readers, but imparting information that will stay with them:

Above all, target your presentation within the context of your niche.


It does, if you’ve sculpted your presentation into a primary message your reader will want to remember.

That’ll be your key to achieving the Dot Com lifestyle.

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