Outrunning The Bear
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
The Power of Value Stacking: Mastering Pricing Conversations to Boost Sales
You can create a transparent, personalized sales experience that sets you apart from the competition.
From Cristiano Ronaldo To the Other Kind Of Advertising
Entrepreneurs live in the grand illusion of advertising. Let's break down 12 aspects so you know what works and why.
Never Train On The Nerve
Leave some in the tank. All that extra “messaging” you want to stuff in the ad ends up trying the patience and goodwill of your audience.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
How to Attract Local Customers in the Age of Online Shopping
74% of consumers prefer to buy locally but you have to make it worth their while. Here's how to connect and bond.
Ad Messages We All Never Wanted
10 things you shouldn't say in your ad messages. They’re lousy, and they should have never, never, never met the stamp of approval.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
Brand Like a Wizard, Market Like a Mouse
What makes Disney World magical? Here are 3 lessons you can apply to turn customers into loyal fans.