The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
The Secrets To BUILDING Trust In Marketing
True trust is only garnered over time. But you can also affect superficial assumptions.
Have You Fallen Prey to The Committee?
You developed a Good Idea. They said, “Let’s make it stronger. Build consensus.”
The Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.
Don’t Be an Egg-Laying-Woolly-Dairy-Pig
You instinctively know what that phrase means. Trying to please everyone satisfies no one.
I Did Not Watch Bad Bunny. It’s Not Why You Think.
The ads now cost 213 times more than they did in 1967. Worth it?
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
Unicorns Are Real
Every business owner believes they are a unicorn. Most are just horses, indistinguishable from the herd.
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.
Should I Turn it Green?
Every March, businesses seem to go under mass hypnosis in preparation for St. Patrick’s Day. Most get lost in the crowd.
How Do We Build a Customer Loyalty Engine?
"Reward programs" miss the mark entirely, because people are loyal to those they trust.
Strategy vs Tactics. The Truth About Building Ads That Work
Forget gimmicks. What can I say that's true that people would actually accept as the truth?
What Is Your True Competitive Advantage
Do you have an advantage your competition doesn't? Most owners think about this the wrong way.
People are Not Demographics
It's so tempting to think, "We just need to get the right data, and our marketing will never be a problem again!"
Some Businesses Scale Calmly, Others Don’t: The Hidden Reason
You want to grow by scaling, not by stretching. And customer trust makes the difference.