How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
The Contagious Power of Emotions in Sales
Brain science is very clear. This is an automatic and subconscious response that can work for you or against you.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Pioneers and Settlers
We’ve conflated “pioneer” with “achiever” and forget that the original pioneers were pursuing a simply insane notion.
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, "Can I trust your capabilities and do I trust your soul?"
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Scatterbrain Synesthesia
If you want to think outside the box, the easiest way is to relax and allow your right brain to tap into a well-spring of ideas.
How To Use The Liking Principle to Grow Your Business
Weak sales relationships had only 30% acceptance for their proposals. But strong relationships converted at 70%.
Boost Sales Conversations and Stop Guessing What Customers Are Thinking
Epley, Steffel, and Eyal studied this. We think we know what somebody is thinking, but we suck at it.
Achieving Branding on the Brain
I’m always going to believe in the power of sound to resonate and provoke a response months and years down the road.
The Principle of Scarcity
Should I emphasize limited time or limited quantity? Which is more persuasive? Learn the science on that and more.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.