“Form a cohesive picture of value,” Flint McGlaughlin taught in Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage.

Not only can that approach help you get more “yes” answers to your conversion goals, it can help you judiciously use the word “no” as well, a topic I discuss with the latest guest on the How I Made It In Marketing podcast.

You can hear that conversation, filled with lesson-filled stories from her career, in my discussion with Ariel Glassman, Director of Marketing, Sage Communications. Glassman has worked in small businesses in the federal government marketing space for 20 years and has worn many hats in her career.

This article originally appeared at Marketing Sherpa (September 12, 2022)