Time Is The Great Validator
A “measure everything!” mentality eventually means nothing matters beyond making the cash register ring within 30 seconds of transmission.
Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
Ad Fraud: How Much of Today’s Internet Is Fake?
According to one study, 20% of ad impressions served programmatically were fraudulent. And that number is growing.
Ad Relevance: The Secret To an Effectively Working Ad
Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads.
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”.
Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Triple B’s of Writing TV Ads (Bad, Boring, Brilliant)
According to Robert H. Smith, adults watch TV between 13 to 23 times longer than PC and mobile, respectively.
Brand & Branding – Feeling and Supporting that Feeling.
With a mass media campaign the click-through rate on Google Ads improves. You're now cutting the line.
The Problem With Predictable, Common Ads
When people are bored, they tune out, stop paying attention, and don't remember your brand.
Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.