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.
How To Grow In a Down Market
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
Recruiting with radio and influencers. You’ll find hidden gems. I found myself.
I didn’t hear the ad, wasn’t looking for a job, and didn’t like that station. But maybe...
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.