Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Are These the Greatest Corporate Ads Ever Made?
Whoever came up with this script is a total rock star.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
Struggling with prices?
You can follow the pricing of others. But you'll never become a leader when you're just one of the pack.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
What is Dr. Pepper Doing Wrong
It is now number 2 in the cola space but you wouldn't know it from the museum.
Darling, you do have style
I love writing distinctive copy for all my clients. But this one is interesting. Nobody suspects I'm that voice.
Man vs. Machine: Should AI Write Your Ads?
It is by definition derivative. What are other people saying? It'll say that too.
Why 1950s Advertising is STILL Relevant Today
Ogilvy almost left Rolls-Royce defeated, but 1 comment changed everything.
How Adidas Fumbled the Message With “You Got This”
It starts brilliantly. But by the end it's a participation ribbon.
Lord Byron Killed by SEO Writing
Confused companies spend thousands on SEO writers of ill repute who produce little benefit.
The REAL Reason Jaguar’s Rebrand Doesn’t Work
In 2022 they sold 61,661 cars. 2 years later it's 33,320. Just shy of a 50% decline. How? Why?
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Be Wild
Don’t fall into the trap of using safe, tame, lame ads. It feels tried and true, but it's a road to nowhere.