Craft The Face Your Customers See, Connect Through Personas
Understand when to use a mascot, spokesperson, celebrity endorsement, and a game-changing 4th option.
Answering a Competitor’s Killer Campaign
Ries and Trout famously advised challenger brands to “find the weakness in your competitor’s strength.”
No Such Thing As Neutral: How Every Employee Shapes Your Business Legacy
The adage "a chain is only as strong as its weakest link" resonates with undeniable truth.
Why Do Salespeople Ask Too Little and Talk Too Much
Salespeople should speak for just 30% of the time, yet they can't stop themselves.
Symptoms of Selling Your Soul
If down in your soul your marketing is “cringy”, it's time to confess and resolve to make amends.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.
(Anti)Predictions in Marketing for 2024
We love stories of the next big thing. But the “thing” is rarely next…or big. So what will be true next year?
Love Letter to the Forgotten: Intimacy of Analog
We miss the vinyl era because music back then was relational, not transactional. So what can we learn?
Stronger Ads: Are They More Harmful Than Good?
Well crafted ads that instigate emotions are sure to put someone in a tizzy.
Stop Promising, Start Surprising: The Pivotal Tweak for Customer Loyalty
It's not what you say in the ads. It's all about what you leave out.
Practicing With A Purpose – Lessons Learned From Top Gun
Sales training often fails to deliver tangible results. The real life Top Gun school shows us what's missing.
Customer Loyalty Is a Two Way Street
I wish I could just call “my guy” and get it over with. But all too often we are let down after the service.
Unique Has To Start With “You”
If it looks and sounds like advertising, it’ll be tuned out faster than you can say, “Helpful, friendly staff members.”
Storytelling & Showmanship: How Memories & Experience Are Created
“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.” - Roy H Williams
Understanding the 4 Customer Languages for Remarkable Sales Results
When you match your customer's social style, you see a surge in sales.