7 New-ish Books I Love (Including 2 Special Ones)

Our reading notes on Ann Handley

• Why You Should Slow Down and Market Intentionally to Make an Impact

  In this recorded Drive talk Handley draws on a Mighty Mouse cartoon to sort work that benefits from speed from work that benefits from deliberation. Her examples invite teams to choose where human attention changes what people remember. They give an editor a way to discuss time before a deadline.

• When to Take the Long Road

  A flight attendant asks passengers to write a note for a child on his first flight. Handley follows what happens to her note and considers when extra effort becomes visible to its recipient. The episode gives her essay a beginning and an ending that a general appeal for empathy would lack.

• SEO That Gets At The Heart of the Question

  Handley imagines a buyer searching for a CRM while worrying that staff will resist switching or that a spreadsheet could do the job. A feature comparison can answer the search query and still leave the buyer unable to decide. The article shows how to discover the question that should come next on the page.