What is it that makes people want to read what we write? What makes readers on our mailing list drop what they’re doing when our emails come in and read them straightaway, without delay?

Well, there are a lot of theories and much conjecture, but I believe it’s this: being bold! Don’t write passively and don’t write apologetically. Get out there, loud and proud and be bold.

And how are we bold? We’re bold by emulating Iron Man.

Unless you’ve been living under a rock in the last year or two, you’ll have heard about the new Iron Man movies. When Captain America asks, “Big man in a suit of armor, take that off; what are you?”, Iron Man’s alter ego, Tony Stark, replies, “Genius, billionaire, playboy, philanthropist.”

Some might see that response as arrogant, narcissistic or hubristic. I disagree. When you want people to notice your product or read about your service, you need to be bold. Why?