In All Marketers Are Liars, Seth Godin explains why great marketers don't talk about features or even benefits. Instead, they tell a story – a story we want to believe and buy into. If you're keen to tell your own story and attract people to your business, then content marketing is where it's at.

There’s a principle in economics that lies at the heart of how the entire economy works: scarcity.

Scarcity is the simple concept of something being in short supply. It’s the idea that there is not enough supply of some resource to meet the demand of that resource.

Ads that make people share and buy can usually be summed up in one word: emotional. That should be no surprise. Studies show that people rely on emotions, rather than information, to make brand decisions -- and that emotional responses to ads are more influential on a person’s intent to buy than the content of an ad.