“Google is God”
Just because you need Google to succeed doesn’t mean it alone can put you in a leadership position.
How Old Spice Saved Their Brand!
“We’ve got nothing to lose.” It was hard to say yes and run this strange ad, but they were that desperate.
Cult Branding Secrets: Tools for Creating Loyal Customers
The cult made promises then didn’t deliver, but my friends stayed. And that baffled me. Where does loyalty come from?
Donut Stop Believin’: Dunkin’s Recipe For An Empire
How’d they become the 2nd largest restaurant chain in the US? Get the ‘hole’ story.
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.
Recruiting, Rewarding and Retaining
33% of high performers plan to leave their company. But if they’re formally recognized it drops to 14%.
How Poo-Pourri Went Viral
When you tone something like this down, it doesn’t work. The owner must be ready to go all the way into the joke.
“Oh, But My Company is Different.”
Real matters. Only a fool looks at another company’s ad and says, “We should do that.”
The Journey from Corporate Misfit to Creative Ad Writer
“Too colorful” to fit in at work, Jack began spotlighting the remarkable stories hidden in boring brands.
Partner Book of the Month
Latest Monday Morning Memo
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Social Media & Recruitment – A Case Study with No Bull RV
We’re imperfect people selling imperfect RVs. So we don’t have to pretend we’re something we’re not.
Should I Put Pricing on My Website?
Both B2B and B2C buyers aim to be at least 70% confident in their buying decision before they pick up the phone.
Emotion in Advertising Equals Dollars in Business
6 marketing pros on 2 continents explain the financial benefits with proven outcomes rooted in human psychology.
Cadillac’s SEXY Brand Revival Strategy
It takes vulnerability and bravery to address and dismiss like this, which is why it’s not done that often.
No Place Like Home Services Author Interview
Story. Culture. Experience. When we market a company and make promises to customers it’s either a mirror or it’s a fairy tale.
Anacin’s Marketing Lessons – USP or Feelings?
They forever changed how medicine was marketed, but people misunderstand why it worked.
SEO Is A Scam – What You Need to Know in 2025
Our first request is a list of SEO changes made over the past 3 – 6 months. 9 times out of 10, no changes were made.
Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
How Well Do You Know Them?
What the Chamber of Commerce and a wedding bartender know about your customers and 25%-95% profit growth.
The Missing Element in Sales Training: Mastering Resilience
Optimistic salespeople sell 56% more, but how do they stay positive?
The UPS Strategy: Innovation at Every Turn (Except Left Turns)
A poor 19-year-old saw an opportunity in telegraphs. Now UPS has over 500,000 drivers. How?
The EASY Way to Win People’s Hearts!
The silhouettes and story worked wonders. You know something’s a big deal when it’s spoofed on Family Guy.
Marketing Funeral Homes: Balancing Sensitivity with Strategy
How do you sell something people resist thinking about? For example: funeral homes.
Unconditional Gifts: The Key to Influence – Part 2
In sales situations, most of these gifts don’t cost any money and customers respond to them.
Advertising Doesn’t Affect Me “I am immune to it”
90% of advertising is rubbish and most ads don’t work because the writing and the distribution are wrong.
The History of Franchising – Making Millionaires
What’s the story behind it all? And what kind of person becomes a successful franchisee?
PROOF That Direct Mail ACTUALLY Works!
It has been attributed to $2 billion of subscription sales, this letter. It was unbeaten for 28 years.
Ten Timeless Truths For Marketing Service Companies
Budgets are good, especially in marketing. Get clear on strategy, then let the budget be your road map.
Is Retail Service Really Dead? A Lesson in Patience and Understanding
How to model understanding so your team feels better and delivers for your customers.
Are Marketing and Advertising the Same Thing?
The difference between the two isn’t just academic, it affects how you’ll budget and lead.
From Scientist to Snapshot: How Kodak Made Photography Easy
It was the 5th most valuable business in the world for a reason. What did they do right?
This LEVI’s Campaign did SEXY, their way!
The marketplace that was not excited and the price point was too high. They ran this ad and it blew the doors off.
Is Traditional Media Dead? Insights on TV, Radio, & Digital Marketing
Are TV, radio, and billboards still worth the investment?
Unconditional Gifts: The Key to Influence – Part 1
When does the law of reciprocity backfire? When your “gift” isn’t a gift.
Is your company’s technology falling behind? A 10 minute primer.
Identify blind spots & opportunities so you can do more, faster, cheaper, with fewer problems.
The Cabbage Patch Kid Craze: Scarcity Meets Storytelling
Why did the world go nuts for these ugly little dolls, and how can we use that?
The Campaign that SAVED Cadbury
They did not want to do this ad. A gorilla sits there for 60 seconds.
The Psychology of Priming: Enhancing Sales Receptivity
Because words matter. But more importantly, their order matters.
Sowing & reaping: 5 lessons farmers can teach you about advertising
Farmers don’t drop seeds today and show up tomorrow expecting a harvest.
The Etsy Story: How They Listened and Learned
A tech-illiterate artist started Etsy when building sites was scary-hard. Why’d he succeed?
Business Lines Of Credit: To Use Or Not To Use?
Purchasing inventory which will be entirely sold within 90-120 days? Sure. Other plans? Not so fast.
Entrepreneurial Insights: Brian Tewes
Starting your own business can be brutal. Brian shares his war stories with advice for fellow entrepreneurs.
How Xero Shoes Found Success Ruling a Tiny Niche
How they bootstrapped (no pun intended) to dominate minimalist running.
How many customers do you gift away?
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
Does Billboard Advertising Work?
We frequently hear, “I tried billboards once, and it didn’t work.” What separates the winners from the rest?
The “I Knew It All Along” Trap: Hindsight Bias In Business
If you were aware this was relevant to you then it wouldn’t be a bias.
FedEx: How a Ridiculed Idea Revolutionized Shipping
Got a C for the idea in school. Lies. Forges. Gets arrested. Gambles his last $5000 in Vegas. And changes the world.
How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
Five marketing mistakes you can’t afford
It’s not big things that lose customers; they’re too obvious. Your prospects see things you don’t.
Mastering the Process: Inside the Mind of a High Achiever
Behind every high achiever is a system for success. Jay was new to sales and the ideal subject for my experiment.
Why Great Ideas Need Champions: Xerox’s Regrets
Xerox had game-changing tech in the ’80s but failed to capitalize. What did Apple do that they didn’t?
5 Success Principles NASA Uses Available To You
A subtle takeaway from Apollo 11: Neil wasn’t striving for stardom. He was a pilot with a flight plan.
The Contagious Power of Emotions in Sales
Brain science is very clear. This is an automatic and subconscious response that can work for you or against you.
Measure Twice, Copy Once: The Kinko’s Lesson on Data-Driven Decisions
They only earned $30 each night. But the 24/7 branding spiked daytime sales by 50%.
Leading the Bull
If you’ve got to do a hard sell job to get them to take action then you’re setting yourself up for disappointment.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Why Pay Per Click is (Almost) Always a Waste of Money
Don’t waste money fighting to outbid people who aren’t looking for you. Do this instead.
How Using Nano Tools Can Improve Your Productivity in 15 Minutes
I get no commission for talking about this. I just think it’s a cool thing.
Pop Goes the Industry: How Bubble Wrap Found Its Killer App
First they filed a patent and then they had to go look for a viable market.
How will you (actually) measure success?
Tracking the wrong things in marketing doesn’t mean you can fix anything. But it sure feels good.
Pioneers and Settlers
We’ve conflated “pioneer” with “achiever” and forget that the original pioneers were pursuing a simply insane notion.
Before the Sale: Craig Arthur on Profitable Relationships – Part 2
Sending staff to help customers without training is like abandoning them.
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, “Can I trust your capabilities and do I trust your soul?”
Say yes. Start now.
Just as bad experiences give birth to great stories, a bad idea can lead you to uncover a better one.
Bigger Than Me
We’ve all had some degree of feeling like we’re serving a higher calling with what we do in our business on a day-after-day basis.
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
The Secret Weapon of Trivial Pursuit: Celebrities
Even if it sold out, they would still be in the red. So how did they make it big?
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here’s why it works.
Curiosity: The Salesperson’s Secret Weapon
Buyers take curiosity as a signal that this salesperson is engaged, listening, and will meet their needs.
What Made Tripadvisor a Leader? Customer Centricity.
User review was an afterthought at first, but they noticed what visitors wanted.
Personality or Procedure?
Focusing on personality & flash helps you become top of mind. But without processes in the background, the work falters.
Building Your Culture is Your Brand
What sets exceptional companies apart? The story. The people. And every customer interaction.
The Right Way to Build Rapport
When a salesperson thinks, “I am going to make you like me no matter what” and overdoes it, customers recoil away.
How To Recruit Good People
If they’re hardworking and loyal, you know what they’re not doing? They’re not looking for work. So how do you get them?
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Branding, Like Cattle
Not allocating proper resources risks turning your brand into a temporary tattoo: easy, fun, and painless but fleeting.
Speaking with Confidence and Influence
7 tips (backed by science) for how you can be viewed as more confident and persuasive. A few will surprise you.
Silly Putty – Ad Writer Acquires It For $147 Then Earns $140 million
GE couldn’t sell it, but an out-of-work marketer found the right angle.
Is Your Bank Really Working for Your Business?
The same banks that are less convenient for personal banking may be the best banks for your growing business.
Recruiting Your Sales Rockstar: Finding the Right Sales Manager
7 common things to avoid doing and 7 things to actively look for that make all the difference in this crucial role.
Scatterbrain Synesthesia
If you want to think outside the box, the easiest way is to relax and allow your right brain to tap into a well-spring of ideas.
Craft Your Vibe: A Lesson from Herschel Supply’s Branding
Both the aesthetic & story stood out. So they soon became the first backpack sold at Nordstrom.
Bottom Line Growth: Don’t Just Renew, Renegotiate
If you have no problem with the quality of service, you can often propose a longer-term contract with lower rates.
How To Use The Liking Principle to Grow Your Business
Weak sales relationships had only 30% acceptance for their proposals. But strong relationships converted at 70%.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.
Donut Theater: How Krispy Kreme Used Spectacle for Word of Mouth
We didn’t go because of an ad. We went after someone said, “Oh my God, you’ve gotta try this.”
Selling Your Baby: A Practical Guide to Business Exit
How to put the best face on your company and get the outcomes you’re hoping for.
Boost Sales Conversations and Stop Guessing What Customers Are Thinking
Epley, Steffel, and Eyal studied this. We think we know what somebody is thinking, but we suck at it.
Achieving Branding on the Brain
I’m always going to believe in the power of sound to resonate and provoke a response months and years down the road.
Selling High-End in Hard Times: The Rise of Healthier Bread
It’s the depression and bread costs 10 cents. Pepperidge was fully sold out at 25 cents.
Social Media Sucks Today
Because they sell reach as an advertising platform, why would they give it for free when they can convince you to pay for it?
The Principle of Scarcity
Should I emphasize limited time or limited quantity? Which is more persuasive? Learn the science on that and more.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Loyalty Grows When Your Company Commits To “Do With, Not For”
How I found the care home my brother deserved, and the magic that made it successful.
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Adventures in A.I. – Left, Right and Connected
A chance meeting led to an adventure in A.I. development. The recreation of the human brain?
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Futuristic Game for the Ad Masters
You can’t rely on the same old tricks to get attention. So what does the future of advertising really look like?
2024: The Year Digital Becomes “Traditional”
Digital marketing is too old for excuses like “the algorithm changed,” and “it’s still new technology.”
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
How to Get the Most From Sales Training Events
It’s no good to just learn new skills. It’s only good if we apply them.
The Michael Kors Story: Adaptability and Building a Brand
Brave, bankrupt and brilliant. The young model bounced back.
Strategic Giving: A Guide for Local Businesses
If I ask you how many charity dollars you have left, and you don’t know, you are digging a dark hole.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Finding Your Blind Spots
We all have a blind spot, and it’s shaped exactly like us. – Junot Diaz
Harnessing the Principles of Influence to Boost Sales
90 percent of what we do is System One thinking, and these 7 principles speak directly to System One.
Poinsettia’s Billion Dollar Rise to Become a Christmas Icon
With free samples and a patent, how a family created a tradition from thin air and held 90% market share.
To Unlock Success Prioritize Effectiveness Over Efficiency
You don’t want a race car built for speed but missing tires — it will just slide around with nowhere to go.
MYTH: Everyone goes to Google first
Empty your bank account and give it all to Google. The click still goes to the known brand 8 out of 10 times.