How Measuring Success Shapes Every Advertising Decision
Your time horizon determines your strategy, and whether it works long-term or not.
Why this boring billboard is a SLAM DUNK.
They're in a category where no one advertises, so awareness goes a long way.
AI is blind, and media companies are stupid.
AI has no idea how many billboards, radio ads, or TV ads anybody is running. That's huge.
How Do I Build Enough Trust That People Just Call Us First?
You don't get there quickly, or with ads that sound like ads.
Stop showing up at last call
How much of your marketing is reacting at last call, and how much is spent proactively winning hearts before anyone's looking?
The Discipline That Separates Smart Advertising From Wasted Money
Most sprinkle ads to reach tons of people, but don't reach anybody with enough repetition.
Your Game, Your Rules: Why Copycats Can Never Catch You
When you innovate then see imitators emerge, most owners suddenly want to deviate.
The Donut, the Hole, and Your Google Ads Budget
Only 5% of your market wants to buy today. Don't lose sight of the remaining 95% who will need you later.
Why the Ads That Make You Feel Always Win (and Logic Rarely Does)
People don’t buy because you’re logical. They buy because something moved them.
How Do I Measure the ROI on Brand Advertising?
A lot of reports can measure your harvest, but how do you measure planting and fertilizing?
Bored or Broken? How to Know When to Change Your Ads
Why the owner's clock and the customer's clock are never synchronized.
Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
Are You Buying Jobs or Building Business Value?
You want marketing to be an investment, not just another expense. Higher returns can take longer.
Radio is NOT Nostalgic, It’s Just Good Business
It's not just vinyl records gaining ground. “Analog radio” searches are at an all-time high.