We Got a Freebie
My own negligence, plus a plumber’s generosity, demonstrate how to keep your customers loyal.
Brain Scans EXPOSE Samsung’s Brand Weakness
“The only evidence that Samsung users showed was reverse empathy for Apple.”
Beyond ROAS: How to Know if Your Advertising is Working
Branded search and gross revenue are the best metrics. But they take patience.
The Hidden Psychology Behind Cabela’s Success
What’s the difference between free shipping vs a free product?
THE WIZARD (bi)WEEKLY
Twice a month we’ll send our best advice, no strings attached.
Let’s grow your business.
No spam. No nonsense.
Getting a Foot in the Door — Of Perception
How to move out of background clutter to be perceived and, more importantly, remembered.
Stop Popup Abuse: Your Customers Deserve Better
Next time someone says, “Just throw it in a popup,” ask, “Would I find this annoying?”
Is AI the New Yellow Pages
It’s shinier, faster, but still largely dependent on what people already know and feel about you.
What’s Kind Got To Do With It?
It’s not just decent, it’s profitable. Win the heart, and the mind will follow.
Partner Book of the Month
Latest Monday Morning Memo
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7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don’t worry about who approves.
Winning in Hard Times: Why Most Businesses Shrink and a Few Roar Back
When consumer sentiment tanks, buying becomes emotionally loaded.
The Tangled Origins Of History’s Most Sold Meal
3 different inventors made McDonald’s one of the largest toy distributors ever.
Do You Keep Your Promises?
Research shows that 40% of Americans will NEVER return to a brand once they’ve lost trust in it.
AI Turns Choices Into Decisions, Especially For “Boring” Businesses
AI-driven leads convert at 23x the rate of SEO leads.
A poem a day keeps the stagnation away
Ad Writers Guild students are instructed to read a poem every day. Forever.
What Digital Superstars Know About Offline Advertising
Why is Amazon, the biggest online retailer, still mailing print catalogs?
The Moxie Behind Supergoop: Faking It ‘Til You Make It
She booked a flight to San Francisco without even having a meeting lined up.
They Thought Turning Vegas Into Disneyland Would Work…
You cannot be all things to everybody. You lose both sides.
When Should a Home‑Service Business Start Advertising?
How do you do it so it generates quality leads, not tire‑kickers?
The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you’re boring and your ads will never work.
Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Bond’s Surprising Authenticity Makes Him Immortal
Fleming’s first book, Casino Royale, was inspired by firsthand experience.
Lead Generation vs. Branding: How to Win the Marketing War
Unnecessary targeting by competitors is a beautiful thing.
Marketing is about People
I know that doesn’t sound very revelatory, but hear me out. Great marketing makes people feel seen and heard.
AI Won’t Take Your Job (But Someone Using It Will)
Tom Capone reports firsthand on sales, business, and the future of work.
The Invisible Problem You Only Notice When It’s Late
Only 31% of workers are engaged. That’s a lot of people showing up without leaning in.
Making the Branding Math *Math* with Broadcast Radio
This ain’t theory. It’s math, hard data, and real-world results.
What Swatch Teaches Us About Price Wars
The Swiss watch industry had declined by two-thirds but they didn’t just chase Seiko to the bottom.
Why Visual Metaphors Still Dominate Modern Marketing
This is an ad for the concept of fractional shares, which can be a difficult idea to explain.
Built to last. Advertise to accelerate. Run smoothly.
A simple plan for home‑service owners who want more quality leads.
It’s Not the Tool. It’s How You Think.
Whether you find AI useless, or can’t live without it, depends on how you think about thinking.
Quiet Quitting & Culture: Does Your Company’s Soul Sell?
Is culture the backbone of your brand, or just a corporate fairytale?
From Maps to Memorability: Local SEO Will Bury the Unprepared
The winner won’t be the one with the most Google reviews.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
The Genius Move Behind Sydney Sweeney’s Jeans Ad
Anytime you put an emotional campaign out there, you get lovers and you get haters.
If AI’s Letting You Down, This Might Be Why
Automation without clarity doesn’t get you there faster. It just gets you lost faster.
PEZ – Part 2 – From Loophole to PEZ Outlaw
How Steve Glew made $4 million giving the people what they wanted by beating the system.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
Pick Me! vs I’m The Only Option
The bonus of having a fleet of wrapped trucks is they’re in the exact areas you want to reach.
I Think I Swallowed An Elephant – The Author’s Story
After several bestsellers, Bryan’s latest book goes deep.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
How wars and smoking led to PEZ and collecting
Edward’s secret weapon? His germaphobia.
Influencers Are Charlatans
According to Shopify, one in four influencers purchase FAKE followers.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
The Hard Truth About Workplace Performance Standards
Should you have forced turnover like Jack Welch did?
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Lessons In Being A More Interested Human from ChatGPT
It always asks a value-building question that probes beyond “is there anything else I can do?”
TV Ads on the Cheap: Champagne Taste, Shoestring Budget
Spending $1,500 to $10,000 results in average quality. So what’s right for you?
Jacuzzi’s Wild Ride From Planes to Pains to Fame
From the death of a sibling and the diagnosis of a child, the Iacuzzi family always came back stronger.
You May Be Right, I May Be Crazy.
You’d be a lunatic if you ignored Google ads, or relied solely upon them. Here’s a balanced and proven approach.
Midnight Musings of a Relational Marketing Mom
It is possible to make money and create a name to be proud of all while making a positive difference.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
How a Beer Ad Became a Masterpiece
It’s a minute and 20 seconds until you know it’s a Guinness ad.
Is this the worst logo ever?
It breaks all the rules of design, yet the company holds a sizeable chunk of market share in Australia.
Polaroid’s Rise – Instant Idea, Instant Empire
It was like in Willy Wonka, “Daddy, I want the picture now!” And Edwin figured it out that night.
Struggling with prices?
You can follow the pricing of others. But you’ll never become a leader when you’re just one of the pack.
The Leader Shift Playbook: Overcoming Mount Stupid
Phillip B. Wilson’s shares his 4 changes with us and explains who should read this, and why.
How Mexican Avocados Took Over!
Growing from $1.7 billion to $11.2 billion in 6 years doesn’t happen by accident.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
Don’t Be a Puppy Mill Professional
Only help puppies (potential customers, clients, etc.) that are grown-up enough to take the next step.
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.
How Do You Become a Beloved ICON?
Sports is a microcosm of life, so what can your business learn from Lee Corso’s 29 years?
Flaman Reveals the 3 Pillars That Built Their Empire
They successfully sold spy gear, farm supplies, fitness equipment, and more. What makes it all work?
Why this Satisfying Ad works so well!
I won’t even finish my beer by the time I got this sucker together.
The Digital Power of Consistently Posting Articles
The more there is for the search engines to feed potential customers, the better your business will do organically.
From $70 to an Empire: A Handyman’s Journey
Kaminskiy started with no money, no computer, nothing but grit.
Acting “as if” can be more than wishful thinking
This approach can grow your business. No weird “woo woo” manifestation meditations required.
Building a Family Business Legacy: The Flaman Story
His grandpa landed his plane on farms unexpectedly. And he built a local legend.
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
The Father, the Boy, and the Boat
Every business, every team, has a Boat, of some sort, that they’re trying to build. And they all get invisibly bogged down.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And “educating the customer” is one of their worst mistakes.
Birkenstock’s 250-Year Journey to a $7 Billion IPO
People found them profoundly ugly. Now they’re in the Barbie movie and on runways.
Transform Your Sales Team’s Performance
Everybody wants to get recognized. But your approach can’t be one size fits all.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn’t know it from the museum.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I’m that voice.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It’ll say that too.
This Is the Work
You want to build a company that lasts? Then notice what others miss. Ask what others avoid.
Managing High-Performing Sales Teams: The Right Approach
Could giving them feedback put them off or be seen as micromanaging?
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
Walmart – Big Dreams for Small Towns
After JCPenney, Sam saw that rural America had to travel too far.
AI is OK
AI is right for your business, if you don’t think your business is terribly special.
When Big Guys Get Loud, Small Businesses Should Listen Quietly
In smaller companies, fear isn’t just bad strategy — it’s toxic.
The Hidden Value of Studying Business Failures
Buffet found the number one reason that businesses go bad is complacency.
How Adidas Fumbled the Message With “You Got This”
It starts brilliantly. But by the end it’s a participation ribbon.
Wonka’s Tale of Risk, Failure, and Nerds
The movie was originally a flop, but they kept taking chances.
Google Is a Tactic, Not a Strategy
Google can deliver results but it requires a broader vision and destination in mind.
Lord Byron Killed by SEO Writing
Confused companies spend thousands on SEO writers of ill repute who produce little benefit.
Say What No One’s Saying
What’s unspoken doesn’t disappear. It just moves underground.
Will AI Take Your Sales Job?
75% of Walmart vendors prefer to deal with the bot. And it gets better deals for Walmart.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it’s 33,320. Just shy of a 50% decline. How? Why?
HELP WANTED: Why Your Hiring Ads Suck
Your best hires aren’t scrolling job boards. They’re already employed.
Sell the Summit: How Rolex Markets a Premium Brand
Their endorsements helped, but it goes far beyond that.
Aspiring to Go Viral Is Lazy
I wish every business owner could go viral once, so they could realize how little it actually moves the needle.
Are You a Real Man?
At first, I thought it was a hoax. But there’s a method to this brand’s positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it’s a road to nowhere.
Strategy vs Tactics: What Business Owners Need to Know
If I looked at that the stuff that we did back then, I would laugh.
Classic Advertising Tricks That STILL WORK Today!
People still remember this jingle after 54 years due to the power of echoic retention.
The Space Between the Meetings
The leaders who last know how to pause. Not because they’re less committed. Because they’re more connected.
Secret Ingredients: Free Cookies. Brutal Honesty.
Discounts are dangerous but free isn’t. Nobody expects a second one for free.
The Hallmarks of Good Web Copy
The most effective writing for websites is like feeding your dog the pill inside the cheese.
Where Should You Spend Your Ad Dollars?
Big brands can be a dominant purchaser in every medium but small companies need to budget carefully.
How to Build and Maintain Trust as a Leader
You don’t have to wonder if you’re doing it right. Gibb’s TORI assessment can tell you in minutes.
Trust = Brand Loyalty = $$$
15,000 people told the 2025 Edelman Report that brand trust matters as much as quality or price.
Dirty Dough’s Recipe for Market Disruption
In 3 years Bennett was at 450 franchises sold despite 1 lawsuit and 0 experience.
We Found A GENIUS Advertising Tool In Plain Sight
They took a form of advertising up until that moment, I would’ve said, don’t ever bother.
When the Numbers and the Vibe Don’t Match
Is your company’s spirit strong but the numbers are lagging? This is a solvable problem.
Ernest Hemingway Killed by SEO Writing
Businesses that employ typical SEO writing repel customers and sound like they suck.
5 Pillars of Recognition: Reduce Turnover by 45%
Gallup says that the extra costs of replacing most people is about 40-80% of their salary.