While dreaming, we each see things, hear sounds, and carry on conversations with other people. Sometimes we incorporate our experiences from the day before into our dreams. And even though most of us don’t remember it happening, we typically dream from three to four times every night.

People sometimes say they have to “sleep on it” before making an important decision. They seem to solve their big problems while sleeping and dreaming.

Consider this: If you can incorporate real experiences into your dreams, can you also use your dreaming imagination to create content for your ad writing or for your website? Hans Christian Andersen used his vivid imagination to spin the stories of his greatest embarrassments and disappointments. The results have become some of the most popular stories of the last two hundred years.

In his article, The Real Ichabod Crane, Roy H. Williams explains the background behind the famous stories of “The Little Mermaid,” “The Emperor’s New Clothes,” and “The Ugly Duckling.”

Your dreams could provide the fuel that your marketing platform requires. Perhaps you should sleep on it. Sweet dreams.

Does your site even need a home page, anymore?

That will depend on whether your site’s purpose is to create sales or to create credibility. If it’s a credibility source you want, you’re likely to design your site to resemble a brochure. If you want to use your website to create sales as an e-commerce site, people will be coming in search of a particular item. Bypassing the home page and sending them to a specific landing page only makes sense – it cuts down on the number of clicks to get to that sought-after response, “I’ll take it.”

In his article, Create Landing Pages that Convert, Bryan Eisenberg looks at the creation of specific landing pages and the way they affect conversion rates.

Landing page principles aren’t limited to direct sales, however. You can use these techniques to study alternate offers and to conduct client surveys or to make other market analyses. Your tests will in large part be invisible to your competitors, who may remain puzzled about how you do it when your marketing platform and your sales keep growing.

Is life what you make of it? Are you made stronger by what doesn’t kill you? Must you be careful what you wish for? These are all subjective questions with subjective answers. Many of the folk sayings that make up conventional wisdom, however, don’t stand up under scientific scrutiny.

You can’t avoid frostbite by rubbing snow on the exposed skin. Applying snow will only make the frostbite worse. (Don’t try this at home). And there’s no evidence that if you sing before breakfast you’ll cry before bedtime.

Grandma was smart in some things, and totally off base in others. Then again, some science doesn’t hold up when closely examined.

In his article, Science Wisdom and Common Sense—Foolish Things We Believe, Roy H. Williams debunks some well-known scientific statements. Taste buds are evenly distributed across the tongue, for instance, not grouped in specific places on the tongue. And what percentage of your brain cells do you use while awake? If you think it’s 10 percent, like most folks do, then you’re only using 1 percent of your smarts!

When you research your statements before publishing them, it’s that much easier to build a credible marketing platform.

Personal values are our convictions regarding the things we believe to be important. Values come in two distinct varieties: Terminal Values describe the achievements we attempt, such as retire at age 55, earn a Master’s Degree; Instructional Values describe characteristics for behavior, such as honesty, forgiving. We run into difficulty when our Terminal Values violate our Instructional Values.

What do you do when your career opportunities would require you to raise your children in an environment you don’t approve of? This is a classic example of values conflict.

The good news is that each of us has a set of core values (consider them your personal principles) that we never subordinate. In his article, Do You Have a Sword in the Stone?, Roy H. Williams, marketing guru, discusses the importance of values, clearly defined.

Have you defined your values? Do you have any conflicts?

Your marketing platform incorporates the things you’re known for within your prospective audience. When they hear your name or your company name, do they know what you stand for?

Does your site even need a home page, anymore? That will depend on whether your site’s purpose is to create sales or to create credibility. As a credibility source, you’re likely to design your site to resemble a brochure. As an e-commerce site, people will be coming in search of a particular item. Bypassing the home page and sending them to a specific landing page only makes sense – it cuts down on the number of clicks to get to that sought-after response, “I’ll take it.”

In his article, Create Landing Pages that Convert, Bryan Eisenberg looks at the creation of specific landing pages and the way they affect conversion rates.

Landing page principles aren’t limited to direct sales, however. Use these techniques to study alternate offers and to conduct client surveys or other market analyses. Your tests will in large part be invisible to your competitors, who may remain puzzled about how you do it when your marketing platform and your sales keep growing.