The Most Powerful Part of Your Story Is the One You Don’t Tell
The best writing knows that persuasion isn’t about pressure. It’s about resonance.
Hypnagogic State: The Secret to Boosting Your Creative Thinking
Edison and Dali used this long before science explained it.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
Marketing Is Dead. Long Live Marketing!
When you understand how humans actually buy, you don’t have to force the sale.
Why Your Brand Can’t Afford to Forget What AI Will Never Hold
Are we building for speed, or are we building for staying power?
Snickers Uses Shared Experience To Make Incredible Advertising
It's all about entertainment and emotion. They're owning your brain for 30 seconds.
Bold Consistency
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.
Public Service Advertising Done Right
It's really hard to educate the consumer, but they made a dull subject sparkle.
Drifters, Surfers, Drowners, and Sailors
There are four kinds of people you meet when you're sailing the water of life. Only one finds success.
The Simple Formula for Getting Everyone to Use a New Strategy
Every choice, big or small, either reinforces your brand’s identity or confuses it.
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.