Why the Ads That Make You Feel Always Win (and Logic Rarely Does)
People don’t buy because you’re logical. They buy because something moved them.
Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
The Alchemy of Virality: Make the Viewer the Hero
Most people are merely chasing the trappings of viral content, not creating anything new.
The Future of Creativity: AI, Art & the Heart
AI can emulate the habits of the greats. But does it say what they would have said? Does it move you?
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
What Magicians Teach Us About Marketing, Trust & Attention
People don’t want to be pushed. They want to be understood.
The Truth About Raising Prices
Sometimes the market knows your worth before you do. But push prices too far and people stop believing you’re fair.
How Being Specific Makes You More Persuasive
Naming details takes guts and makes you trustworthy.
Great Ads And The Power of Saying Less
Is your message a waddling porcupine or a charging rhino? Only one makes an impact.
Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
How to Write Headlines That Demand Attention
Have the courage to be different, evocative, surprising, and occasionally absurd.
The Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.