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.
Choose Your Constraint — Why Choosing the Wrong Constraint is a Common-Sense Express Train to Catastrophe
There’s no such thing as a perfectly balanced company where every function is staffed and supplied at the exact right amount.
The Social Engineering Brilliance of “L’eggo My Eggo”
To understand the brilliance of what Leo Burnett did, you have to consider what they didn’t do — what a lesser advertising title might have done.
The Aunt May Guide to Customer Service Excellence
Why your scheduling software might be sabotaging your customer service, and what to do about it.
Are You Making This Relationship Destroying Mistake with Customers?
You paid an extraordinary amount of money to bring that phone call in. Don’t screw it up by being selfish with your language.
Why Character-Driven Ads are the Key to Higher Margins
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
The 2 Most Common And USELESS Pieces of Marketing Advice Given to Home Service Companies
Unique Selling Propositions are counter-productive.
Reverse Psychology and Advertising Strategy
It’s called “reactance.” When someone tries to tell you what to think or do — that automatic resistance you feel is called reactance by psychologists. And for advertisers, there are plenty of work-arounds for reactance.
Do You Suffer from Feed the Beast-itus?
You’re no longer a one-man-brand or only running a few trucks. You should be getting ready to hit breakthrough. And yet, the bigger your business gets, the harder it is to “feed.”
Earworms and Advertising
If you’ve ever had a song or a jingle stuck in your head, that’s an earworm. And advertisers can and should use this phenomenon to their advantage. Seinfeld even built an episode around this phenomenon.
The Magic of Portals
The goal is to move shoppers from an objective, consumer-reports mindset to an enthusiast’s mindset. Put plainly: if you’re selling premium products or experiences, you need to understand the power of portals.
5-Steps for Using Brand as a Leadership Tool
A great branding campaign crystalizes the company’s self-identity as much for the owner and his team as to the public at large.
The 30-Second Exercise to Help You Understand Brand and Branding
Once you understand the differences between a “brand” and a brand, and between branding and mass-media branding campaigns, it’ll help your marketing efforts immeasurably.