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.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
Answering a Competitor’s Killer Campaign
Ries and Trout famously advised challenger brands to “find the weakness in your competitor’s strength.”
Why You Need to Rethink Your CSR Department
If the people speaking to customers are mere “Order Takers” with no empathy, you’ll damage your brand.
The Push-Pull Method of High-Performance Lead Generation
When your brand design language mismatches your business model, you run into trouble.
One Question to Powerful Branding
Nail this question and you’ll have the beginnings of a powerful branding campaign with an advocated position.
Text Slang and Persuasive Superpowers
There’s a meme about texting slang that’s worth studying if you want to create powerfully persuasive advertising.
Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.