Why people make it a point to watch and like peculiar things? It is because human mind always crave for variety. Look at the picture; you might have seen all the elements that are shown there since your childhood: a bird, a leafy stem & a lake. However. The combination of all these three elements in a variety way is what made us recognize, and capture the whole scene: the bird sitting in the leafy stem which is floating on the surface of a lake!
Same strategy applies to your collaterals too. From cover page to content presentation, do it differently but in an attractive way. People flock to your site, download your freebies, and become your subscribers.
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