Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.
Navigating From the Rear View Mirror
Focusing on business output metrics instead of customer-centric input metrics leaves you with little insight into how to improve and grow.
Are You The SAFE Choice? Or, How One Weird Trick Boosted Sales by 30%!
The safe, easy choice wins out over the potentially better choice that carries more risk.
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.
Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
6 Overlooked Truths For B2B Marketing Success
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
Outrunning The Bear
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
Never Train On The Nerve
Leave some in the tank. All that extra “messaging” you want to stuff in the ad ends up trying the patience and goodwill of your audience.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.