Fair But Not Reasonable — “Getting” Customer Expectations
Millions of businesses have done alright by meeting reasonable standards and offering fine-print-laden guarantees. But that’s not the way of empire builders and market-dominating giants.
Transactional vs. Relational Customers: Are You Attracting the Wrong People?
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
Bonding vs. Branding: What’s the Difference?
All bonding is branding. But most branding isn’t bonding. Bonding requires commitment and proper execution. But it's worth it. Bonding blows the doors off of regular branding.
Advanced Branding for Ugly Duckling Businesses: Self-Disclosure & Human Connection
Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
The Enduring Power of Demonstration Ads
I grab my copper scrubbing brillo and… ditch the Seventh Generation and instinctively and inexorably reach for the blue Dawn. Why did I just do that?
ESOV & FFA: Two Reasons 2021’s The Year You’ll Build Your Empire
Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth. Here’s why.
Learning from Legends: Who Are You Really Talking To?
Direct Response practitioners claim it’s much more effective and efficient to talk directly and only to the decision-maker for the purchase.
Recruiting Good People — Overcoming Limits to Growth
You need qualified, experienced guys & gals who also have the work ethic and cultural fit that great companies like yours insist on. And one thing about those people is they're almost never looking for a job.
Tony’s Best Business Tips, On the Occasion of His Passing
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
Learning From Legends — When The Obstacle IS The Way
There’s a reason Advertising Age named “A Diamond Is Forever” the best advertising campaign of the 20th century!
Reverse Camouflage Advertising
Sharply define the edges between you and the alternatives. Not only with content, but with style as well. If everyone else is doing a “yell and sell,” talk intimately with the audience.
Offering Something Great? What’s In It For You?
People believe in social proof and social signaling, making price an almost-fail-safe guide to quality. So if your price is out of line with your claims, people distrust the claims.
Trust But Verify — Why You Should Take Ronald Reagan’s Advice
Unfortunately, the tendency is for “verification” to feel intrusive and negative. As if you’re trying to catch someone doing it wrong. But it doesn’t have to be that way.
The Viewmaster Guide to 3-D Testimonials
3 common mistakes from testimonials and examples of what a 3-D Testimonial sounds like as a finished product. Here’s how most people screw it up, and how you can make sure you get it right.
“Be So Good They Can’t Ignore You” Applied to Marketing
Too many business owners want to spread their ad budgets among various media. That’s a recipe for failure. To be fair, though, it’s a common-sense mistake.