How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
The Home Depot – Inspired by Walmart
“Get rid of the flash sales, buy in bulk, keep everything as cheap as possible.”
Why VRBO’s advertising isn’t working…
You're saying we'll have a vacation with our teenage daughter, and it's going to be crappy.
Are You Buying Jobs or Building Business Value?
You want marketing to be an investment, not just another expense. Higher returns can take longer.
Radio is NOT Nostalgic, It’s Just Good Business
It's not just vinyl records gaining ground. “Analog radio” searches are at an all-time high.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
Killing the Classified Ad: The eBay Origin Story
This was back when tech asked, "How do I make this easier and better for everyone?"
What happens when you break a promise…
What are they doing? Lying to their customer. Because they have zero intent to be there the next day.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.
Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
This commercial made me cry…
It's expensive yet they're the fastest-growing pet brand over the last decade. They start with self-identification.
How Do We Lose to Companies With Worse Service?
You've been perfecting the last 10 feet of a mile-long race as your competitors own the first 5,270.
Flush With Success: Lowe’s Strange Story
“Carl, why's there toilets in the office?” He goes, “Well, I bought 400 of them and I ran out of space, so they’re sitting in here.”
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
You already know what this is
McDonald's had bravery on this that if people didn't figure it out, somebody would tell them.