So, Here's My Story...

Getting hacked is bad. Of course it is. But what if…it’s not all bad? What if being hacked is the key to some really big marketing questions? Why is that important for business?  Despite 17 years of putting on marketing events, sending out emails, making connections, sometimes it takes a hacked email to show you how many people are ready to engage with you. Or at least that’s Eliot’s recent experience. And while we don’t recommend you use a hack as a marketing technique, there are definitely things to be learned from how effective this hack was in generating interest and actual business.   So what is it about responding to a hacked email that so galvanizes people? How can we explore what makes a call to action actually call people to act? Especially since, in this instance, people took an action that wasn’t even requested, it’s important to ask – what were the stimuli that created the action?  First, there was value to the action, and not just to them. They wanted to help. There was a clear purpose to the res