Ernest Hemingway Killed by SEO Writing
Businesses that employ typical SEO writing repel customers and sound like they suck.
Flying Money Out the Window
Are you getting what you paid for? There's science behind a mesmerizing message and artwork.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Why this Nike Ad was actually a FAILURE
It was brilliantly written and exquisitely produced. But they forgot who usually buys Nike.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.
Be Known Before You’re Needed: The Secret to Better Marketing
Slow and steady wins. Leads don’t get 100 quotes if they have a name they trust.
How Nescafé Turned Instant Coffee Into a Premium Brand
I realized why I disliked it, why it worked, and why I'd run the ads even though I disliked them.
The Most Powerful Part of Your Story Is the One You Don’t Tell
The best writing knows that persuasion isn’t about pressure. It’s about resonance.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
The SECRET To Better Advertising – Entertainment ISN’T Always Funny
When you're cringing, it doesn't feel like an ad.
Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
Snickers Uses Shared Experience To Make Incredible Advertising
It's all about entertainment and emotion. They're owning your brain for 30 seconds.
Public Service Advertising Done Right
It's really hard to educate the consumer, but they made a dull subject sparkle.
The Marketing Trap Every Small Business Falls For
A recent report describes the “damage, not deliverance” that results from over-reliance on digital advertising.
Bypass Logic & Win Hearts With The Princess Bride Effect
Seeing an ad alerts the inner critic and gets logic going. We can suspend that disbelief.