Personality Prescription, Part 10 – The Company Spokesperson
People don’t expect you to be a polished professional. They do expect you to be sincere and to tell them the truth as you see it.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
What Spartan Women Can Teach Us About Advertising
Chroniclers say their goodbye was a short, “with it or on it.” The “it” was the Spartan shield.
The Only 3 Things Any Buyer Actually Cares About
Your client’s satisfaction is not a function of how much they like your product.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
The dark side of business is a villain
In the pursuit of money, people do terrible things. That’s not you. But the darkness that clouds the community lingers through your life.
Nespresso – 400 Nespressos drunk every second
It failed twice even though it was cheaper and produced better quality coffee. It took glamour to finally create a successful launch.
Accelerated Branding through Slang, Cheap Psychology, and Earworms
By tapping into the power of tribe and self-identity, GGT spiked brand awareness and sales for Toshiba.
10 Most Common Mistakes in Marketing (Home Services Edition)
With so much conflicting information, how can you avoid royally screwing up your business? Start here.
Time to do the Opposite
My first reaction was, “Who does this?” It doesn’t make sense… until you really digest what’s transpiring. This applies in business just as well as sports.
Once upon a time…
Great stories have three principal roles: hero, victim, and villain. These roles need to be filled: Prince Charming, Stepmother, and Cinderella.
Learn These New Words and Be Ahead of the Pack
By introducing new ideas, you attract people’s attention, cementing your brand into a household name. You rise above the Sea of Sameness.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
Personality Prescription, Part 8 – Your Company’s Reputation
Reputations take years to build through word of mouth but can be built in only months through consistent advertising.