Investing effort vs. spending time
How does your business serve? Customers pay you to do. Clients hire you to be. They look alike. But they don’t act alike.
Bypass Logic & Win Hearts With The Princess Bride Effect
Seeing an ad alerts the inner critic and gets logic going. We can suspend that disbelief.
You Can Quantify Trust
People trust numbers. They trust them even when those numbers might not tell them the whole story.
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Unique Selling Propositions
The problem with most marketing consultants is they try to make their client’s product seem unique.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
Which Marketing Strategy is Most Effective?
Growing a business requires two types of strategies: Overarching Marketing Strategy and Message Strategy.
My Spock Meets Don Quixote
To be a successful entrepreneur you have to be one part Don Quixote and one part Mr. Spock.
How to Become Famous on a Small Marketing Budget
There are 3 main levers that can help you become famous and wealthy.
Everyone Should Have a Jingle
What makes a great jingle? And what does the science of audio branding teach us about them?
Is ROAS the Crown Jewel of Marketing Metrics?
You’re lucky if you can confidently track more than 50% of conversions. So what's the alternative?
How Do I Get More Good Leads
Let's cut to the chase on how to attract the high-quality leads that want what you’re offering.
This is a GOOD Car Commercial
My daughters were like, "That's a stupid ad." But they were pinpoint targeting the DNA of the drivers they wanted.
“Google is God”
Just because you need Google to succeed doesn't mean it alone can put you in a leadership position.