How Clairol’s Bold Campaign Transformed Norms and Ignited Demand
Nobody wanted to dye their hair and it took 3 years for Good Housekeeping to accept their ads.
The Science Behind Successful Advertising
Many are seeking a perpetual motion machine for generating leads. But that violates Newton’s first law of thermodynamics.
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.
How Harry’s Found the Perfect Edge in a Dull Market
They faced Gillette's 70% monopoly and never blinked. Bought their own factory and marketed direct to consumers.
Farming Versus Fishing
It's attractive to fish for customers, reeling in a huge catch with flashy sales. But only farmers can create a bumper crop of future revenue.
Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
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.
Chomping at the Bit for Success: The Unlikely Story Behind the Empire
27 years old and bankrupt, Pete had an itch that wouldn't go away. Hear the story of his $100 million side-hustle.
How to Write Your Business Narrative
Use AI if you want your message to sound exactly like everything else published on the internet last week.
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.
How Sun Bum Used Guerilla Marketing to Take Over the Beach
Literally radio stations would be getting calls going, “What is this ape that we keep seeing everywhere?”
10 Magical Words of the Direct Mail Kingdom
Despite the relatively high direct mail cost, the pay-off can be tremendous, and the benefits unrivaled.
Repurpose The Proven
The proven "Mother's Day macaroni" ads were sappy and flowery, but man, did they work. Right up until they didn't.
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.
Never Stop Framing & Adapting. Marketing Lessons from G.I. Joe
Hasbro invented the term action figure and was the first to advertise toys on TV.