What ICO Marketers can Learn from Persuasion Experts


ICO Marketers are faced with a difficult task. Unlike the marketing departments of large corporations, initial coin offerings and their respective projects usually operate on a shoe-string budget. As such, marketers for crypto-projects end up adopting alternative, guerilla marketing strategies in order to get more done with less.

Even still, that doesn’t mean every single ICO is successful. As mentioned in a previous article of ours, most ICO’s in 2017 failed. Only 41% of projects would end up being successful, with the remained 59% either failing to reach their funding goals or fell apart despite succeeding in their crowdfunding.

What this means is that marketers face an uphill battle. Despite the fact that investors are collectively putting up billions into the various offerings on the market, that also means that there is an ever-increasing pool of competition out there. What legitimate ICO’s have to contend with, however, are the influx of mediocre projects that are more interested in cashing in on the ICO gold rush than contributing meaningfully to the ecosystem. Some investors are skeptical of ICO’s, thinking many of them to be fraudulent and “guilty” or being a scam before they “prove themselves innocent.”

It’s for these reasons that ICO marketers need to be willing to adapt and learn from other fields. The field of persuasion, psychology, human interaction and behavioral economics are all areas that can be insightful for marketers looking to stand out from the crowd.

Below are some of the most important insights for ICO marketers to consider;


Humans Are Emotional

Fundamentally, human beings operate on an emotional level and use logic to justify their actions. Several years ago, neuroscientist Antonio Damasio discovered that, when studying people with damage in the part of the brain where emotions are generated, found that they could not make decisions. Despite seeming to be perfectly normal and logically, their inability to feel emotion made making simple everyday decisions very difficult, even things as trivial as what to eat, what to wear, etc.

What this means is that at the point of decision, emotions remain a highly important determining factor. Negotiation professionals understand that building up a case or argument purely on a logical level is a strategy that is unlikely to be successful. They understand that the real factors driving decision-making are rooted more in the emotional side of our brains. Instead, they help others to discover for themselves what they want and what’s most advantageous for them. Of course, this involves uncovering the hidden problems, pain points, and unmet objectives that a party or individual has, and using what they already believe to elicit an emotional response. In a similar capacity, ICO marketer should have a well-developed idea of their ideal customer, or buyer persona, as well as what emotional pain points they have (and how your project solves them).

Regardless, the key takeaway here for ICO marketers is while features, technological advancements, and other aspects are important to the blockchain community, what makes potential investors and buyers act is an emotional reaction to these features. What’s the end result, how does this solution make them feel? Investors are willing to contribute to technical unsound projects as long as the vision and promise of these start-ups are strong enough.


Limited Supply and Loss Aversion

E-commerce experts, infomercial creators, and sales funnel designers all understand the power of scarcity. But while promises that supplies will last “for a limited time only” might seem overdone, the truth is that it still works after so many decades.

Robert Cialdini, professor of the psychology of selling and marketing as well as the author of Influence, is one of the foremost experts on the subtle factors that influence human buying behavior. One principle of his book states that people are motivated by the worry of missing out on an opportunity. The fear of loss motivates potential buyers more than the possible excitement of gain.

Many ICO’s are already incorporating some aspect of this principle in their ICO’s with hard caps on funding, ensuring that investors know that they can miss the proverbial boat. But while many start-ups already do something like this, scarcity can be applied in other ways as well. Companies that offer pre-ICO sales can provide generous discounts as one time offers for early-bird investors, for example. These discounts can diminish over time as the project becomes more popular, so investors that are still hesitant to contribute will know that they are losing out on a great deal if they procrastinate.



The idea behind reciprocity comes from sales psychology which states that when someone gives us something, we often feel compelled to give something in return and pay back their kindness. According to Cialdini, servers that brought checks to their patrons without bringing a mint, candy, or an equivalent saw average tips drop 3.3% in comparison to servers that gave mints. Shockingly enough, when servers brought two mints, average tips jumped up as high as 20%.

For ICO marketers, giving free tokens unexpectedly – even if just a small, symbolic quantity – can duplicate this effect. Bounties and token air drops are two methods commonly used to achieve this, helping kickstart communities that otherwise wouldn’t be aware of your token. Start-ups can take this to the next level by unexpectedly rewarding frequent community contributors on Reddit, Telegram, and other social platforms for their contributions. Even if they don’t end up investing in your token, they are more likely to spread the word about your generosity, which can create a ripple effect in terms of your brand awareness.

This can also tie into something known as the Baader-Meinhof phenomenon (also called the frequency illusion). The idea is that after you encounter something for the first time, you suddenly begin noticing it cropping up in everyday life more often. A person begins to unconsciously keep an eye out for that thing that otherwise wouldn’t register at all in their life. Although this is most often the case with certain products, such as cars, it wouldn’t be surprising if a similar principle extended to ICO’s. If someone first reads up on an altcoin that addresses, say, problems in commodity markets, that same person may begin to notice commodity related topics more frequently, reminding them of the ICO they first noticed. While this might not seem like a big deal in the grand scheme of things, it’s something that still makes a difference.


Admitting Your Flaws

One thing that normal business owners might be reluctant to do is fully admit, recognize, and admit to their flaws. Conventional advice might be to mitigate or downplay your existing weaknesses, but this isn’t always the right answer. It’s not a secret that consumers are skeptical of marketing claims – justifiably so. Often times, advertisements and marketing materials aren’t credible in their eyes, but one way to make your project seem more trustworthy is to acknowledge your projects shortcomings.

An article from the Harvard Business Review back in 2011 mentioned an instance in which Domino’s Pizza CEO Patrick Doyle took this very same approach to revitalize their business. While their original marketing rise to fame was the famous promise to deliver pizza to your door in 30 minutes, the quality of their food wasn’t the best. In an effort to change this perception about their product, they put an advertisement where the company flashed some of their customer complaints, such as “Domino’s pizza crust is like cardboard.” Their ads admitted that their pizzas weren’t the best, but that they were redesigning them while inviting customers to give their food another chance. Not only were viewers liked these advertisements, they actually gave Domino’s Pizza’s another chance, much to their satisfaction. If the company chose another strategy that didn’t acknowledge their weaknesses, it’s unlikely that it would have had the same effect.

What investors are looking for is trustworthiness, not perfection. Companies that show they are willing to be upfront with their errors, weaknesses, or shortcomings can find that these things won’t have as adverse of an effect as first imagined.

While on the topic, it’s worth mentioning that it’s preferable to anticipate future objections or concerns and address them proactively, rather than deal with them as they gain traction among the community. This is because when someone addresses a concern that a prospect is having before they even voice their concern, the potential buyer feels as if they are on the same page. In marketing materials, whether it be whitepapers, websites, or anything else, be upfront and honest with any concerns potential investors might have ahead of time.


Herd Mentality

Another important persuasion principle to keep in mind is that of social pressure. Groups of people, from crowds to markets, are influenced by the actions of their peers and the idea can manifest itself in a variety of ways. For one, if people begin to notice that other members of their social circles and peer groups (whether in person or in online communities) are getting involved in a project, it will begin to create an impetus to do the same. Like mentioned earlier, this can be achieved by bounties, coin drops, and other approaches.

Additionally, getting potential influencers on your side is another way of accomplishing a similar goal. Influencer marketing is a topic that we touched upon in another article of ours, “How to Market an Initial Coin Offering”, but it’s worth mentioning that while endorsements of celebrities and thought leaders can be beneficial, it’s important to know who your target market is as well as the type of thought leader they would respect. Floyd Mayweather’s endorsement of an ICO earlier in the year might mean something to his sports fans, but it wouldn’t carry much weight within the tech world. A celebrity might have a wide potential reach but lacks the credibility that a certain thought leader or industry expert might carry.



Marketers that are serious about understanding how sales psychology, human behaviour, neuroscience, and other fields intersect in business marketing would do well to study up on the works of Robert Cialdini (Influence: The Psychology of Persuasion), Chip and Dan Heath (Made to Stick: Why Some Ideas Survive and Others Die), John Caples (Tested Advertising Methods), and Roger Dooley (Brainfluence: 100 Ways to Persuade and Convince).

These resources and strategies can work well in any marketing campaign, but they work especially well with growth/guerilla marketing strategies, where the goal is to achieve exponential results from limited budgets.

(This article was originally published on Kapitalized.org, an ICO (Initial Coin Offering) Advisory firm for blockchain start-ups. You can see the original article here.


Popular Misconceptions About Cryptocurrencies That Need To Be Addressed


Although cryptocurrencies have been around for several years now, the recent explosion of both the popularity of currencies like Bitcoin as well as it’s monumental rise in price has contributed to many myths still circulating throughout the mainstream press. While it can be a difficult topic to grasp because it requires a basic understanding of many areas including economics, computer science, and cryptography, that also makes it a fertile breeding ground for unfounded rumors to spread.

Here are some of the most prominent;


CRYPTOCURRENCIES Have No Intrinsic Value

When people are asked why cryptocurrencies have value, most people will struggle to answer the question. At the same time, many people would respond similarly when asked why any fiat currency has value. Ever since the U.S. government went off of the gold standard, there is almost nothing to justify the intrinsic value of the dollar, yet somehow people use it.

In economics, there is something called “The Subjective Theory of Value.” Economist Carl Menger's work The Principles of Economics¸ writes on this value topic, which Wikipedia quotes as follows;

“The subjective theory of value is a theory of value which advances the idea that the value of a good is not determined by any inherent property of the good, nor by the amount of labor necessary to produce the good, but instead value is determined by the importance an acting individual places on a good for the achievement of his desired ends.”

What that means for the average person is the reason currencies like Bitcoin have value is because it is desired by other people. In this way, it’s akin to gold, a substance that everyone agrees have value because it is seen as desirable. Considering that there is only a limited quantity of Bitcoins (21 million), the comparison to another limited quantity such as gold is fair.

But even something like the US dollar, which has no intrinsic value whatsoever, is still used by people all across the world. Saying that cryptocurrencies have no value is criticism that could be applied to any fiat currency in the modern world.


Large Companies and Governments Are Adverse to Cryptocurrencies

Whether or not large companies and governments will adopt currencies such as Bitcoin in the future is yet to be seen. Skeptics would have people believe that these technologies are relegated only to the murky world of the black market, amidst hackers, criminals, and the seedy underbelly of society’s worst.

Firstly, like any fiat currency, you can do illegal things with these currencies (what a surprise). Any medium of exchange can be utilized for controversial purposes, but I don’t think you would question the validity of the US dollar just because a criminal got paid in dollars.

At the moment, most countries are pursuing a “wait and see” approach, with many speculating how to legislate the currency so that they can tax-related transactions. Five countries, Bangladesh, Bolivia, Ecuador, Kyrgyzstan, and Nepal, have banned the currency. The rest of the free, developed world, however, has no problems with it.


The Safety Question – Is It Hackable?

Fans of techno-thrillers enjoy reveling in the possibility of a massive hack of a major currency like Bitcoin. The reality, sadly for them, is quite unlikely. Bitcoin and other cryptocurrencies “live” on a blockchain. Visually, imagine a bunch of blocks on a chain, where each block has a full filing cabinet. Inside, these filing cabinets house a copy of the blockchain, allowing different “blocks” to be compared to each other for integrity.

If a malicious hacker wanted to make himself rich by altered block 314, for example, he would need to reprocess every subsequent block that follows it – an impossible task. The amount of speed and electricity required to make hacking the blockchain possible is what makes cryptocurrency enthusiasts so confident in the system.

But is it “theoretically” possible?

If you want to indulge your fantasy, then yes, it’s theoretically possible for a quantum supercomputer with a massive processing power to penetrate a currency like Bitcoin, but such a machine hasn’t been invented yet. Even if such a monster of a machine existed, cryptocurrencies would be the least to be worried about, as traditional banks, government agencies, stock markets, and major software firms would all be viable targets for such a machine.


Cryptocurrencies Are A Bubble

Perhaps the most crucial topic of them all, and it’s a question that is hard to answer. A traditional “bubble” is essentially claiming that a commodity or asset class is overvalued, something that is hard to ascertain when it comes to cryptocurrencies. It’s easier for value investors to argue that a particular stock, bond, or other instrument is overvalued than it is for an entirely new asset class that humanity has never seen before. With a limited supply, inherent deflationary aspect, low-to-no fees, cryptocurrencies offer a medium to store wealth in uncertain times – a role that commodities such as gold used to fulfill. It’s hard to place a value on that, especially for an asset class with as unique of a value proposition like this one.

Whether or not cryptocurrencies are the beginning of a new economic paradigm, or an irrational obsession in the same vein as the “tulip-mania” so many centuries ago is yet to be seen.



The Good, The Bad, And The Ugly Behind Starbucks Teavana Closure

A setback for tea lovers undoubtedly — but does corporate management feel the same way?

A setback for tea lovers undoubtedly — but does corporate management feel the same way?

This article was first published on medium. It can be seen here.

In a move that saddened tea lovers across North America, Starbucks announced on Thursday, July 27th that got brushed under the side of the storm of political news that has been coming out recently. Starbucks was closing all of their 379 Teavana retail stores after suffering operating losses for long enough.

Although representing only 3% of Starbucks U.S. stores and around 3,000 employees, a blip in the companies gigantic retail lineup, there is still some reason to worry amidst what looks like a move that will help streamline expenses.

Having bought Teavana in 2012 for $620 million and slowly expanding their store count, Starbucks found the stores “underperforming” in the malls they were located in. One press announcement said that “the company concluded that despite efforts to reverse the trend through merchandising and new store designs, the underperformance was likely to continue.”

What does this mean? Starbucks is streamlining back to what they do best — making coffee.

A small part of my mind does worry, however. Lewis Black had a joke once, going something like this;

There was a Starbucks, and right across the street, on the other side of the road, was another Starbucks. That’s how you know it’s the end of the universe.


The end of humanity as we know it

That wasn’t the exact quote, but you get the gist of it. When will Starbucks grow to such a point where they can’t expect to expand anymore? There’s going to come a time, and that time may already be here in North America, where there will be such a saturation of Starbucks stores that they will have overextended themselves.

When Starbucks started off they had little in common with the drive-thru Starbucks you visit across the street. They actually had to persuade people to buy a $4 drink, and with fancy Italian names for their drinks and sizes that made you feel like you were in a Michelin star fine-dining Italian restaurant, they could pull it off. When Starbucks first opened in New York City, the times had to teach their readers was a latte was.

Now things are different.

Starbucks is the new McDonalds, and like all large-cap retailers is losing the magical charm it once had when it was a small, niche chain. The stale sanitizer of standardization has swept through, cleaning up the uniqueness that was so common in the chain. That means two things in the coffee world.

1. Niche Coffee Brands Will Nibble Away At The Consumer Base

I’m not sure where you live, but there has been a surge of smaller, niche coffee brands that all bring their own personality and panache into the industry. What’s happening is that Starbucks can no longer compete with these smaller coffee stores in terms of uniqueness and quality. These smaller chains will be poised to recapture some of the North American giant’s market share.

2. Competition From Large Scale, Cheaper, Coffee Services

Many of Starbuck’s current consumers don’t necessarily go there because their coffee was the best, but because it is the most convenient spot on the way to work. This essential attribute, convenience, is going to come under threat from other large companies such as Dunkin Donuts and McDonald’s who are large enough to compete in this area.

In other words, the Starbucks will most likely not see too much opportunity in heavily established markets such as North America. And without new ventures such as Teavana to broaden the scope of their offerings, coffee is the only thing they will have to rely on.

Sure, making coffee is what Starbucks does best, but so do many other coffee-stores, and many do it a lot better.

That’s why a part of me felt that Teavana was such an important experiment, it was to see if Starbucks could successfully branch away and diversify into other areas that can keep their North American market growth strong. Even if it was only a tiny sapling when corporate uprooted it, if successful, could have become something great.

Of course, that might not be Starbuck’s fault. Tea is still a relatively niche market in North America, so consumer demand might not have made it a justifiable venture. But in Asia, it’s exploding, and with Starbucks buying the remaining 50% share of its East China joint venture for a $1.3 billion dollar deal, they are putting big money into this market. Starbucks expects to open one new Starbucks in China per day for the next five years.

One can’t help but feel that Teavana’s closure was the canary in the coalmine for Starbucks North American market. Although the short-term prognostication is still good, and the practical reality of closing down Teavana means saving operating expenses for the company, it also stands as a message to the executive board that for those in the company looking for growth.

East is where the future profits shall lie.

5 Truths That Will Revolutionize Your Content Marketing Strategy


This post was originally published on Linkedin, to see it click here

There are around two million new blog posts every single day.

What do you think makes your content strategy really stand out in the blogging world?

The reason why I mention these things is that I have been browsing through a large number of business blogs for the past few days, and have to say I haven’t been seeing too much that impresses me as a reader. That’s sad because I don’t think it’s really that hard to make your content really amazing.

What I decided to do is offer below five truths, five principles and ideas that if implemented will revolutionize your content marketing strategy and realize the true potential this can bring for your business.



The Best Organizations Start with Why

As famously said in Simon Sinek’s famous Ted talk (which I highly recommend you to watch here) the greatest organizations that truly stand out from their competitors don’t make the focus of their message on “who” they are or “how” they are better, they focus on “why”.

Almost everyone knows what they do.

Most people know how they do it.

But few know why they do what they do. And when I say that I don’t mean something like “make money” or “grow our business.”

When we use the word why, what we’re talking about is your cause, your mission, your passion, your belief.

What most organizations do according to Simon, and by extension most content marketers and bloggers, most of us start off with what we do, how we do it, and then hope that elicits a strong emotion from this?

You can’t logic someone into a feeling of emotion, so why do you think orienting your message on what you do and how you do it (the logic) will make you stand out?

As Simon said;

“The goal isn’t to do business with everyone who needs what you have; the goal is to do business with people who believe in what you believe”

So orient your content around your mission, your cause, and make that the focus point of most of the content you write about

“We are a marketing agency that specializes in audio distribution channels for B2C businesses!”

Meh, whatever.

“We believe in challenging the status-quo of sharing information, helping people unlock the true, hidden potential behind sharing a message. Audio distribution happens to be one way we do that.”

Wow! That’s entirely different.

But how do we make this shift in a content marketing strategy?

It’s simple. What is your mission or vision for your content marketing (don’t say growing your business), what’s the great story that will be told about your content?

There are lots of marketing agencies that offer tips on their blog, for example. That’s not enough.

There is only one Hubspot. An amazing environment for education, certification, and community to cultivate marketing and sales skills in budding professionals and business’s all over the world.

I never knew about Hubspot’s marketing and sales products until only recently. It never crossed my mind. But because I was so impressed with their course certifications, they are my first go to should my business need such a service.   

Hubspot vs generic marketing company, Apple vs no-name computer company, Starbucks vs every other coffee store on the planet.

It’s their why, their vision that gets to us emotionally invested in a brand. Lead with it first in everything that you do!


Write What Your Readers Want to Read, Not What You Want to Write

Most of the time we get caught up in our own ideas. We become excited about what we want to write about.

And that’s normal,

But let me remind you of perhaps the most important rule in all of business and marketing.


People don’t care about what you want; they only care about what’s in it for them.


Get inside the mind of your buyer/reader persona and actually ask yourself if I was in this person’s shoes what I would do? What would I really be worried about, most interested in, and what would sincerely impact me.

And write about that.

Be others focused in the creation of your content, not self-focused.

You have no idea of how many blogs I have read where all a company writes about is itself. It’s always a new director, a new event, or some new opening.

As a reader, all I am thinking to myself is “Who gives a rat’s ass?”

“Why should I care about your new director or your new opening or whatever?”

They say this because, say it with me;

It doesn’t help them!

Make sure your content helps your reader. Make it about them, not about you.


Good Artists Copy, Great Artists Steal

As both the great Steve Jobs and Pablo Picasso meant in those six famous words, you do not have to be the first person to come up with an idea. But what does matter is that you did so incredibly well that everyone thinks of you when they think of that idea.

Originality, while powerful, is not a necessity for making revolutionary and impactful content.

You don’t need to be an inventor.

You just need to be better than everyone else.

Be on the lookout for what your competitors in your field are doing. What topics and concepts are they covering?

Whatever they are doing, take it two or three steps further.

If you see a top 10 list article on a topic is getting tremendous traction, take it to the next step and write your own top 50 list article on the same subject. You want your content to be the best, most comprehensive, and impressive in that topic. You need to be better than anything else out there.

Humans are not attracted to the second-best brand of deodorant.

It’s the best that gets the lion’s share of attention.

To the winners get the spoils, and to the best content goes the credit.



Yin and Yang of Consistency and Unpredictability

You have to be consistent.

But you also have to be unpredictable.

As contradictory as it may sound, both are important for your reader engagement and satisfaction.

If you are starting off in the content marketing bandwagon, or even if you have been pushing out content for a while, consistency is foundational!

As a reader, do you know what is going through my head when I see a company’s blog that only posts once every 2 or 3 months? Or that has an erratic blogging schedule, five posts this week and none for the past four months?

Here’s what your readers are thinking to themselves;

 “What’s up with this erratic posting schedule, are these guys aren’t serious, they’re just amateurs. They aren’t sincerely interested in adding value to me, just another dime a dozen business blog trying to set up a blog for the sake of it because that’s what trendy in this age.”

Game over.

Your first impression has already been made, and guess what, it isn’t good!

How much time does it take to change a first impression once it’s made?


Probably NEVER!


You think a first time reader who stumbled on your website is going to come back for another second chance?


You have to show to your readers you are serious about them and improving their lives, not that you are just blogging hoping it will get you some more business (nothing wrong with that, but that should be secondary to adding value). Consistency is the magical key to accomplishing this.




You also have to be unpredictable.

If you keep churning out the same, predictable style of content, even if it adds value, people are going to start getting bored.

They know what to expect.

How are you reader or listeners going to be excited about you and be enthusiastic promoters of your company if they know pretty much in advance the style, type and quality of the content they are going to be getting?

What wows a reader?

Unexpected free e-books, strategy guides, early access to exclusive products and deals.

Change up formats, add variety to your content offerings if possible, podcasts, emails, free online courses.

Variety is the spice of life for a reason, and just like in the culinary world, we want your content marketing strategy to be like a succulent, seasoned steak; not a stale, bland, bargain-chop.


Get an Outsiders Perspective

 As a freelancer myself, there’s no way that I’m not going to be mentioning this, but just because I’m biased for this one point doesn’t mean I’m wrong!

Consulting has been around for ages for a good reason.

Having an outsider’s perspective can help you see blind spots in your strategy and add a breath of fresh air to your content creation machine.


But look, I understand, maybe you don’t want to go spending money on consultants of freelancers, maybe you don’t have the budget for it.

That’s okay; you still have other alternatives. Accepting guest posts on your blog is a great way of getting that same freshness of a consultant without having to spend as much. In fact, many beginner writers are more than happy to write pretty good content for you as a guest post as long as they can get the publicity and recognition in their portfolio.

It’s a win-win solution especially if you’re just starting off in the blogging world or you need content that isn’t extremely technical.

But don’t forget, top-notch quality will always demand a price. Don’t expect revolutionary content from your guest writers if they are not getting paid for it.


If these ideas added value or stimulated some thought, let me know! Leave a comment below or send me an email.

Until next time,


Mark Prvulovic


How To Break Bad Habits And Change Your Life Forever

breaking bad habits.jpg

Many years ago there was a man by the name of Bill who went to a seminar hoping to find a solution to help his problem and change his life.

Bill was fat. He had a weight problem, and the chief cause of his weight was his love for pizza. He loved pizza, but it was clear to everyone around him that his pizza fixation had him out of shape, unhealthy, and unattractive. He knew he wanted to change, but he could never get himself to do it.

Let’s be honest with ourselves; aren’t we all like that? Who can honestly say there isn’t some bad habit, some unhealthy indulgence, or some weakness that we know we should get rid of, but never end up doing?

Whether it’s smoking, gambling, over-eating, pornography, procrastination, or something else, we live in a world where it’s so easy to fall prey to bad habits. They end up holding us back from our potential, like barnacles latching onto and festering upon the hull of a ship, slowly hold us back from going at our goals in life full speed.

I’m sure Bill felt the same way about pizza. It had been a part of his life for so long, associated with so many pleasant memories and experiences and entrenched so thoroughly that it must have seemed impossible that he would ever change.

But ten minutes later, thanks to the speaker on stage, he developed a hatred for pizza, and he never had a problem with pizza again.

That speaker is famous today, his name is Tony Robbins, and those ten minutes are available on Youtube for everyone to see. In fact, the very same techniques the Tony used can be used to change any behavior you wish.

Below is a brief blueprint on how you can break free from any bad habit in your life – forever!


Decide What You Want and What’s Holding You Back

Putting down the cigarette? Getting under 10% body fat? Procrastinating on that business idea of yours? You have to decide for yourself 100% what you truly want in your life, and not something that you just “kinda” want.

It must be genuine to you, and there has to be some real emotional oomph to it.

A few months ago, a friend of mine signed up to a high-end gym, and when he was talking with the personal trainer they matched him up with, they asked why he wanted to change.

At first, his responses was the standard, generic stuff everyone says, “I want to look better, and feel healthier” or something like that.

But the trainer wasn’t satisfied, he asked why. He wanted to dig to the root and uncover the true emotional reason that would motivate him, almost like a therapist counseling his patient.

After a few minutes, he got to the truth. My friend admitted that his lack of athleticism in school always made him feel emasculated. In the back of his mind he was never really comfortable with his body. He wanted to feel desirable for once in his life!

Now that’s A LOT more powerful, isn’t it! When we get to the root of why we want something, we unlock a greater understanding of the true pain or desire within our situation, which leads to our next point.


Change How You Associate Pleasure and Pain

Perhaps the simplest truth about human behavior is this;

We try to maximize pleasure and minimize pain.

And what we end up associating pain and pleasure with will determine the behaviors that we will follow through with. But eventually, the consequences of our decisions will generate discomfort and pain. It won’t be enough to tip the behavioral scale so to speak, but it will build up over time. Eventually, the pain of staying the same and keeping your bad habit will have reached such a point that we get fed up, draw a line in the sand, and get serious about changing ourselves.

The problem is, sometimes this slow process can take too long, and cause unnecessary suffering until you reach that tipping point of “enough is enough.”

In Bills case, he loved pizza so much he may have never reached such a point without help. So instead Tony Robbins accelerated the process.

Instead of deriving enjoyment from pizza, Tony probed to find what would make that pizza seem disgusting to him.

He got him to envision a moldy, rotting pizza that smelt terrible and would gross anyone out.

Then he had Bill feel those same emotions, imagine that disgusting rotten pizza, whilst looking at a regular, fresh slice of pizza.

Bill started to change his pain/pleasure associations. For some habits that are heavily ingrained, this could be a long and hard process that takes time, but will happen!

I used to hate going to the gym, it was tiring, hard, and difficult, and I did it begrudgingly because I knew I had to do it to get the physique I wanted. Suffice to say my results were always less than satisfactory.

Once I started doing group sessions with my trainer, however, I felt a sense of competition come over me. I hated being amongst the weaker members of my group. My pride was wounded, I needed to become stronger, and eventually, once I surpassed the others, going to the gym became a reminder of how strong I became.

My weakness, wounded pride, and competitive atmosphere changed how I associated pain, staying the same now became far more painful emotional to me, and it tipped the scales of my previous apathy in the other direction. Not only that, that feeling of being strong, of being a winner, has changed the amount of pleasure I associate with going to the gym as well.

Now, will the same thing work for everyone? Of course not! I hate losing, and I can use that to help me change, but for someone else, it might be something different.

Another example; if you’re trying to lose weight, buy one of those 1lb body fat replicas on Amazon. Being able to hold, feel, and just look at what 1lb of body fat looks like in real life grosses most people out, and whenever you feel like eating junk food, just look over at that replica you have sitting on your desk!

But this is all for naught if you don’t;


Condition Your New Association/Create Better Alternative

How long has a particularly bad habit been in your life? If it’s been for a while, and especially if it was formed in your younger years when your brain’s neural-elasticity is greater, reprogramming that bad habit is going to take time and plenty of reinforcement.

Often in your quest to rid yourself of an indulgence, you will feel empty without it. Someone used to eating comfort food all the time will feel an emptiness without that habit, and while you can use your willpower to resist, sooner or later, you will falter unless you find a more empowering alternative to replace it.

In other words, replace a bad habit with a good one to take its place.

Instead of stuffing your face full of carb-ridden snacks, when you feel that desire, eat a portion of chicken breast instead and see if you’re still in the mood for junk food.

If you’re getting rid of a pornography addiction, don’t just spend time in your home aimlessly, get out of your house. Finding new habits might take some time and planning beforehand, but it’s a smarter approach that will make sure you won’t fall of the bandwagon and ditch your efforts to change!


What I have just described is a bare-bones blueprint for destroying bad habits, and changing any ingrained behavior we want. Whereas most animals act on instinct, as humans, and as men, we have the grace to choose for ourselves our programming and rewire the behaviors we don’t want. Hopefully, this article will have given you a clue on how to do that.



P.S. For more reading on the subject, I would recommend Tony Robbins Awaken The Giant Within. Another book highly recommended but I haven’t read yet is The Power of Habit by Charles Duhigg.


Blockchain Projects That Are Promising to Revolutionize Our World


In contrast to what the mainstream media would have you believe, blockchain technology isn’t simply about investing in cryptocurrencies for the sake of making money. On a grander scale, blockchain technology can promise much more for the global economy than acting as a medium of exchange.

Promising to revolutionize how we handle data analytics, information distribution, and even to protect our freedoms, there are many inventive projects in the marketplace that are using this decentralized technology to help improve the lives of people all around the world.

As of April 2018, here are just a few of the most promising projects that promise to do remarkable things.




The tech-savvy amongst us might already be aware that the various government agencies, internet service providers, and other parties are already monitoring what we use the internet for – with many countries censoring what we can and cannot see.

In fact, one NGO, Freedom House, released a report last year that worryingly stated that only 23% of the world’s internet users have truly free and uncensored access to the world wide web.

“Online content manipulation contributed to a seventh consecutive year of overall decline in internet freedom,” the report writes. “Along with a rise in disruptions it's mobile internet service and increases in physical and technical attacks on human rights defenders and independent media.”

This trend is one of the reasons as to the rising popularity of VPN (virtual private networks), as well as more advanced cyber-anonymity measures such as the TOR network. However, Substratum promises to take things to the next level, using its open-source network that allows anyone in the world to allocate computing resources to help decentralize the internet. Just like the TOR network, the more people that come together and utilize this network, the stronger and more reliable it will be. Best of all, even those who live in places with censored internet can bypass their government's constrictions and access whatever content they desire.

“One day, Americans might wake up and realize they don’t like big brother watching over their shoulder and having corporations track everything they do,” writes co-founder Justin Tabb. “And when that happens, Substratum will be there.”





One of the biggest issues that social media users worry about is the state of our digital identities, and our lack of control over them. It's become common knowledge that our private information is being controlled and used by giant corporations that make massive amounts of money data mining this information at our expense.

Last month, according to The New York Times, as many as 87 million Facebook user’s information was acquired and given to the political research firm Cambridge Analytica, causing a backlash against the social media giant. Stories like these are, sadly, becoming all the more prevalent in our modern society.

In response, the team behind SelfKey took on the task of creating a solution to decentralize how all this information is managed. When a company controls the identities of millions of people in its database, the risk is that a single cybercriminal can access all of this in one successful hacking attempt, giving them a huge incentive to break into a single large database for that gigantic payoff.

But if that same database was decentralized among all users so that each individual control their own info, such a situation could never take place. Through SelfKey's Identity Wallet, users will only have access to their own information, so any successful hacking attempt will (in addition to being not worth the time) compromise only the individual account.

According to their website;

“It is a fundamental human right that an individual, not an outside company, decides what information to share, when to share it, and with whom to share it.”

Pledging that they will never store your personal data, SelfKey is putting itself in a position where not only it can’t be hacked, but there will be no temptation to sell its information to third parties.




Horizon State

What SelfKey hopes to do with digital identity privacy, Horizon State hopes to do with securing a true, fair method of voting. For Democratic countries, the idea that every citizen has the right to vote anonymously and discretely without fear of their ballot being tampered should be unquestionable. Unfortunately, many countries across the world still rely on paper ballots for some of their biggest elections, allowing for voter fraud to occur much more easily.

Hoping to bring blockchain technology to the world of ballot-casting, this team has created a form of secure, digital ballot box that can’t be hacked – preventing results from tampering as well as guaranteeing the protection of voter identities.

In addition, the fact that voters can participate right from their phone, tablet, or computer makes the entire process much more convenient as well – a welcoming prospect for what are already low electoral participation rates.

Investopedia goes on to write that “Horizon’s secure digital ballot box represents a cost-effective and smart solution to the problems inherent in today’s voting procedures.” In today’s world, such efforts go a long day in ensuring power remains in the people's hands.



These types of projects often don’t get the coverage that they truly deserve, especially when it comes to the non-technical world. If anything, it’s these lofty ambitions that show to everyone the true potential of blockchain technology, and just how it can be practically applied to improve all of our lives.


Three Ways You Can Double Your Reading Speed in Less Than a Month


The famous investor Warren Buffet was once asked what the secret to his success was.

He responded by pointing to a stack of nearby books, and only said,

“Read 500 pages like this every day.”

But the truth was that he was hiding something from his audience.

In all honesty, the famous billionaire actually reads between 600 and 1000 pages per day, with around 80% of his workday spent reading new material.

So how many pages have you read today?

Most likely not that much, and nor am I advocating you spend several hours a day reading, but the truth of the matter is that the more you read and learn, especially when compounded over time, the more of an advantage you will have over your competition.

The average reading speed is around 250wpm (around 1 page per minute). Just doubling that to 500 would put you in the 1% of the population.

Is that possible? Very much so, here are three strategies that will put you in the top 1% of readers in less than a month.


1.    Reading in a Continuous Motion

We do not read in a continuous motion, but rather when we read a line, our eye moves first, reads a few words, moves again, reads a few words again, and so-on. Sort of like a stop-go-stop-go sort of motion if you will. But the problem here is in-between each movement the eye is staying still for a period of time, and whilst seemingly tiny, when added up over time makes a big difference in your speed.

This is called visual regression. You want to eliminate this. Your eye should ideally be moving continuously across the page.

Take a pencil, pen, or even your finger and imagine if you were underlining every word you were reading, forcing your pen or finger across the page and following it with your eye as it moves. You are going to be using your pen or finger as a visual cue, a tracker if you will, so your eye will follow your pen where it’s going at all times. It should move quickly, continuously, and without pause. This trains your eye to read without visual regressions.

Eventually, you won’t need to use a pen or pencil anymore, and your eye will be conditioned to read that way as a habit.


2.    Peripheral Reading

Even when we look straight, our eyes can see things in our peripheral vision. This nifty fact allows us to save some time.

For example, read the following line below,

            “The Frederick Bay Collective will be offering amazing coffee in September!”

Now, if you’re like most people you probably started reading from the word “The” and read all the way through to the last word “September!”

You actually don’t need to do this. If you start reading from the word “Frederick” you eye will still naturally capture the word before it, “the,” and if you stop reading from the word “in,” your eye will still read the word “September”.

In a sense, we are chopping off the beginning and endings of each line when we read, and because our peripheral vision will be able to notice it anyway, we don’t need to spend the unnecessary time reading those few words.

It also means our eyes don’t need to jump as far to start reading the next line. Your eyes will not need to travel as far to start reading the next line.

Start off by skipping the first and last word of each line. You don’t need to do anything too ambitious, just focus on reading each line by line (continuously, without visual regressions as I mentioned before) but force yourself to rely on your peripheral vision to read the first and last words of each line.

After you do this, start increasing it; skip the first two and the last two words. Then after you have gotten used to that, increase it to three.


3.    Don’t Speak Out Loud (or in Your Head)

This one surprised me, as I didn’t think speaking the words out loud or even in your mind would slow you down. But the thing is, what happens when you are speaking the words you are reading, even if just quietly or partially, is it slows your speed that you can read. Your eyes and brain can scan and read information much more quickly than your mouth and vocal cords can vocalize the words you are reading.

I know some people who have to chew gum as a preventative measure, but whatever you do try your hardest to avoid the urge to speak the words your reading.


A word of caution; your reading speed will also be determined by the type of book you are reading and what your trying to accomplish. The above strategies have helped me double my speed reading when it comes to most books, but there are times when I’m reading a dense textbook or some text where I need to remember what I read (that’s called your retention rate). That ends up slowing my speed down, but in most cases what your reading doesn’t require you to memorize every fact you see on the page.

The best part is none of these techniques take that long to implement, and it’s totally realistic for someone in less than a month double their reading speed with these techniques.

Enjoy your reading,



5 Reasons Why Your Inbound Marketing Has Been Subpar

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This article was originally published on Medium. Click here to see it in its originality


Hate cold-calling? Who doesn’t?

That’s why more and more businesses and marketing directors have been switching over to an Inbound Marketing approach.

Lured in by fantastic tales of business transformations, happier customers, and increased bottom line, many small and medium-sized businesses have hopped on this bandwagon searching for this new promised land of marketing utopia.

So you got a blog started, read a few articles, maybe even earned yourself a certification or two, and now it’s time to reap the rewards that are yours for the taking right?




The truth is that even though you might have a good grasp of many of the ideas and theories in isolation, it’s integrating them together into a real-life working framework that’s the hard part.

Don’t fret, here are the top five reasons why your Inbound Marketing efforts have not been to par, and what you can do to change that.


1.    You Don’t Have a Solid Content Plan


Having a general idea of what you want to post isn’t good enough anymore. In 2017, over 70% of marketers are saying that they are ramping up their content creation efforts even more! The sea of the internet is getting flooded with even more information, and not having a long term plan for your content is the first problem we should address.

The top three key factors in your plan should be;


a)     Your Goal


Having an explicitly defined goal and objective is vital. Do you want more sales, brand awareness, cross-selling? Determining what specifically you are interested in will determine what strategies later on to use, as well as being easier to track whether you are getting closer to your target.


b)    Knowing Your Buyers


You need to have an excellent understanding of who your perfect, ideal customer is, as well as their buying habits, personality, needs, and desires. Knowing who your buyers are means you can better specialize and market your content to their needs. Look at your past customers as well to form this ideal picture.


c)    Content Distribution Methods


Blogs are the most common method of content distribution but there are others you might want to consider. Podcasts can be listened by while doing other things so they might be a better choice for busy executives (once again comes back to knowing your buyers). Experimenting with different methods can get your different results.



2.    Lack of Metrics


Data is essential in telling how well any marketing campaign is progressing, and even truer for inbound campaigns, it’s what allows you to tweak and alter your content for the best results.

Key metrics to keep an eye for include;


i) Website Visitors – Helps see how easily your website is being found and reflects on the effectiveness of your SEO. A good goal to set is a 10% increase in readership per month.

ii) Visitor Time – Determines whether initial visitors find your content grabbing and        relevant. If it’s low, tweaking your design, as well as initial copy, can help in this.

*Hint* The more time the average reader spends on your website, the higher it will rank in Google.

iii)  Conversion Rates - How many visitors are becoming leads; average is 1%-3%. It’s how effective all your blogs, podcasts, e-mails are at generating leads.

iv)  Leads - The lifeblood and the ultimate deciding factor in your marketing campaign. Now not all of these leads are ready to buy now and lead nurturing plays a significant role in this process.

v)    Close Rate – How many of your leads are becoming customers, critical for obvious reasons.

vi)    Landing Page Conversion Rate – It’s important to see how well your landing pages are doing. Anywhere from 25% to 35% is a reasonable statistic to converting visitors to leads. If your numbers are small for this one, the copy on the page itself could be the problem.

vii)    Lead Nurturing Duration – How long does it take for a potential lead to turn into a customer? The average time is a good measure to keep track of to know your customers better and better design your copywriting and e-mail efforts around.

viii)   Email Open Rates – Make sure your emails titles and subjects are compelling and interesting.

ix)    Email Click Through Rates – Is the content in your e-mail good enough to get them to check out your site or landing page? This is another important link in the inbound marketing chain that you should make sure is performing adequately.

x)    Blog Subscribers and Views – Make sure this number is going up every single day! Looking at the views of your blog each day and compare that to the number of subscribers is a good way to gauge your readers interest in your content.

xi)    Social Shares – The more liked your content is by your readers, the more likely they are to share it with others. Track shares on Facebook, Linkedin, Twitter, and Google+.


3.    Lack of Consistency


Inbound marketing is best seen as a savings account using the power of compound interest. You don’t see a return on your investment after the first year, or the second, or even the fifth. But by the time you are at your tenth or twentieth year your meager investment has multiplied itself many times over!

Think of every time you are posting a piece of content as making a deposit in your Inbound Marketing savings account. If you publish consistently twice a week over a year, the results of your efforts are going to blossom over time, but you should not expect immediate results! By having the budget and foresight to know that you will see the fruits of your labor towards the end of your planned campaign.

This again brings up the importance of why it’s essential to have an effective content plan mapped out. You want to be able to produce content over the course of a long period consistently and planning out ideas and strategies in advance is key to do this.

Don’t make this up as you go along!



4.    Proper Message for the Proper Person


Now that I have talked about knowing your customers and tracking your metrics, we can move on to mention that not all customers are equal.

You don’t want to send the same message to all of your customers. Proper segmentation and personalization is key to creating great results from your inbound marketing.

Ever heard of Joseph Campbell’s The Heroes Journey? The idea is that all great stories and narratives follow as similar structure of events, it’s a structure that all great stories across history seem to follow.

In a similar way, customers have a Buyers Journey, and according to where they are in this journey determines what kind of content and message you should provide.


First, comes the Awareness stage;


Buyers are figuring out the problem or opportunity they want to learn about, whether it’s something that’s worth their time.

They have no idea about who you are and your company right now.

If you have a new reader on your blog, for example, and they are at this stage, you could write content such as;

“15 Ways to Tell if Your Company Needs a New Marketing Team”

You want content that focuses on identifying your customers need or pain point. Your product or brand is irrelevant right now.


Second comes the Consideration stage;


Buyers now know what the problem is and then find a potential solution.

They may still have no idea about who you are and your company.

Let’s say a new reader comes to your blog and is in this stage right now, a piece of content addressed to this reader could be;

“The Ultimate Guide to Outsourcing Your Marketing Team Without Hassle”

You want content that provides a solution to them that they can use, but without mentioning the specifics about who you are just yet.


Third comes the Decision stage;


Now they know their problem as well as a potential solution, they need to decide between several businesses who can do that for them.

Now is the time to mention who you are and how you are different from your competitors.

This is where inbound marketing can shine, as long-time readers of followers of your content as well as a proper lead nurturing campaign can build a level of trust that makes you the go-to provider of your reader’s problems.

And especially since we have not been focusing on who we are and our products, instead focusing on identifying their problems and solutions that they can use, we don’t give the impression of that self-oriented salesperson that nobody likes.

Content at this stage could be;

“A Comparison Between Different Outsourced-Marketing Solution Providers”

Whatever you’re content distribution platform is, blogs, emails, or anything else, you should have content at caters to each stage of the buyer’s journey.


5.    Don’t Forget the Followup

Your work isn’t over after you have made the sale, in fact, in many ways it has just begun!

Keeping a customer happy and engaged well after the point of purchase can make the difference between a satisfied customer and an evangelist of your product or service.

Someone who loves your product and service will recommend you whenever they have the chance. The extra mile you go into your follow-up can have disproportionally greater returns for you in the future!


Over 60% of consumers surveyed said they would cut ties over a single poor customer service experience!

Screwing this up even once can cost you big-time!

Some methods to help you improve your follow-up and delight your previous customers include;

•   Welcome Emails and pages

•    Future content and products at discounted prices, or at an earlier release date

•    Early access to content

•    Exclusive content

•    Personalized thank you messages

•    Surveys

•    Special access to exclusive portions of your site (an exclusive, members only forum for example)

•    Excellent deals and discounts that you can give for other services they might be interested in

•    News and Information they would be interested in

And most importantly, ask yourself “What are the rest of my competitors doing?” and go one step beyond that.

Imagine you have a car mechanic, and after every time you bring in your car to the shop he leaves a personal, hand-written thank you note and a box of chocolates in the glove compartment?

How would that make you feel?

I would be pretty touched. I would keep going to this mechanic forever!

A 15-minute investment in time, as well as $20 of chocolates, is all it took for him to get an impressed customer.

I want you to imagine what would be the equivalent of that for your customers in your business.


These are the five most common areas that cause Inbound Marketing campaigns to fail, and by keeping these fundamentals in mind as well as the tips that are offered here, we have no doubt that you will find the success you’ve been looking for.

Until next time,


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One Question To Ask If Your Still In School That Can Change Your Life


Previously published on Medium.com. To see original click here

Do You Know What it Is?

I wish someone had told me this little piece of advice back when I was in high school figuring out what I wanted to do with my life.

So that’s why I want to tell it to you now. Interested?


But first let me tell you something…

(tldr? Oh fine, be that way you lazy bugger. It’s the bold question halfway through the article)

For every Yin there is a Yang, the proton balances out the electron, good necessitates evil, matter is canceled out by anti-matter, and what goes up must fall down.

Most things in life are a dichotomy, there is an opposite perspective or angle to every position we have, and it’s usually our blind-spot. Our weakness. It’s the black-swan that shrieks loudly scaring us, spilling all our coffee onto our laps and ruining our day.


From modern culture to the school system, every one of us since childhood has been taught to ask ourselves one question for the most part, one perspectivean incomplete perspective, on how we should go about living our lives.

“What do you want to do when I grow up?”

“What job do I want to have?”

“What interests me?”

“What would I not mind doing for the rest of my life?”

“What field would make me happy?”

And it’s an important question, don’t get me wrong. It’s one way of looking at your life and figuring out what you are going to do with the time that is given. It’s the process oriented way of doing things. It’s how 98% of people see the world.

However, I have not seen a single school teacher or college professor for the most part ask another critical question.

“How do you want to live?”

What kind of lifestyle do you want to lead? The places you wish to visit, the things you wish to do, the amazing adventures you want to experience? This is the results-oriented viewpoint. And that, my amazing reader, is a type of thinking only 2% of the population exhibits.

What do I want to DO versus HOW do I want to live?

That is the great forgotten question we must ask ourselves.

And these two things may not always be in harmony. I can be absolutely passionate about being a social worker, but hate how little I get paid.

I can be excited about the income of an investment banker, but hate having to be an excel monkey working 100 hours a week, just delaying my life and justifying how if I survive just a couple of more years how great my resume will be.

You can’t be on either extreme and just like what the ancient proverb is trying to suggest to us, the best way to have a happy, good life that has been lived to its fullest potential is to strike a balance between these two ways of thinking.

Start out by writing what you want your life to look like. Lock yourself in a room with a blank piece of paper and write whatever comes to mind.

It can be anything, don’t hold yourself back. Don’t worry about seeming materialistic or weird or being judged. This is for YOU!

Spend an hour or two doing this.

Then ask yourself how are you going to get there? What ladders in the Snakes and Ladders game of life do you need to land on? What paths are going to get you there, or if you have no clue (which is most likely), what’s going to at leastmove you forward in that general direction.

And lastly, look at the things you are good at and that you like, and see if you can tie any of these things in to the path you need to take.

It’s important that you do it in that order as well, because most of us, 98% of us, go about it the opposite way.

Most people ask what do they like to do, so then chose a path based on that, and henceforth the kind of life we will live has been pre-determined for them.

What I’m trying to say is,

Be flexible with the path you will take in life, but be firm on your destination.

For the road less traveled that leads to an amazing destination is still better than the popular road that leads nowhere special.

Until next time,




3 Ways To Get A Better Deal On Rental Properties

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By Mark Prvulovic

Renting can be expensive. One in four renters spend over 50% of their income on rent according to a Harvard report by the Center for Housing Studies, whilst another quarter fork out 30% to 50% of their income on rent. Finding affordable rental properties is becoming as likely as finding a black cat in an abandoned, pitch-dark coal mine in Siberia!

And that’s not a drastic exaggeration!

If your finding yourself spending more than you would like to pay on your rental arrangement, look no further! Here are three short, sweet ways you can save an extra $100 or $200 dollars off your rent.


1.      Be On The Lookout For Properties That Have Not Sold For A While

Pay extra attention to properties that have been on sale for a while (1-2 months or more) and keep repeatedly showing up on advertisements. If you notice a nice property that has been having trouble being sold, you can approach the owner or agent directly and mention how you have noticed that this property hasn’t been sold yet despite being on the market for some time.

You can leverage the bargaining position by saying how you noticed this particular property but was not open to considering it due to its current price. Then you can say how you’ve noticed no-one has bitten yet, and that you would be open to considering signing on as a tenant if they would be willing to lower the price.

Don’t be surprised if you can realize savings of up to a couple of hundred dollars on this tactic alone! Taking the initiative pays off!


2.      Word of Mouth

People like doing business with people they know, it’s an established fact in psychology and marketing. Even if a customer knows they could get better service or a better product at a different location or provider, they will often stick with their current service due to the personal relationships they have in place.

Sometimes you can get a great deal through word of mouth before it even is posted onto the market! Even if your social circle is small don’t underestimate the power of just letting your family and friends know that you are looking.

After all, it’s not just your social circle that matters, it’s the social circle of your friends and family as well!


3.      If You Have Great Credit, Mention It!

In today’s era not to many people have good credit. Financial irresponsibility is at an all-time high, and debt levels are at a level that previous generations would find startling.

Therefore, if you have good credit, bring it up to the landlord. You would be surprised at just how many people miss their credit-payments a wee bit too often and won’t have this same advantage that you do.

Take advantage of it!


Saving money on rent is very doable if you have the right approach, strategy and leverage. Even better, most of these principles don’t take much time at all to implement!

Simple and effective, just how it should be.