What Audience’s “See” In Their Mind’s Eye Matters
Once your imagination creates a vivid mental image, that image works its persuasive magic even if your logical brain says it's a joke or BS.
The Counter-Intuitive Truth About Comparative Advertising
Focusing listener's attention & imagination on your positives "pre-loads" them w/importance and takes advantage of the "Focusing Illusion."
Ugly Duckling Advertising — How Owners of “Normal” Businesses Get Rich
What’s an ugly duckling business? It’s a business that is either: Unsexy OR Non-Purple-Cow-able.
“The Sleeper Effect” — The Secret Alchemy Behind Brand-Building Gold
Who told you that BMW was the gold standard for sports sedans? Or that Absolut was a premium vodka?
Overcoming the “Common Sense” Flaw In Your Advertising
The problem isn't just the message you SAY IN your ads. It's the very fact that viewers see or hear your ad AS AN AD.