Why this Campaign Absolutely Dominated!
If you proposed "We're only ever going to change one word," most leaders would guffaw.
How Being Specific Makes You More Persuasive
Naming details takes guts and makes you trustworthy.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
Great Ads And The Power of Saying Less
Is your message a waddling porcupine or a charging rhino? Only one makes an impact.
How To Stand Out In Your Industry
They originally started a cookie cutter ad, just terrible. Thus began some soul searching that led to the dazzle.
AI Makes You Invisible
You can smell it a mile away. It's like looking at 50 photos of the same person dressed up in different costumes.
Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
This Story Changed How I See Problems!
She was so kind about my mistake that it actually pained me. And brands need to hear her advice.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
When Sex Appeal doesn’t sell…
Charlie was the bestselling perfume on the planet until it traded 1970s empowerment for a more traditional appeal.
How to Write Headlines That Demand Attention
Have the courage to be different, evocative, surprising, and occasionally absurd.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
Have You Fallen Prey to The Committee?
You developed a Good Idea. They said, “Let’s make it stronger. Build consensus.”
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.