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.
You should know why this ad worked…
It's been decades since we'd seen this Canadian Tire ad, but the shared experience and emotions still resonate.
Strategy vs Tactics. The Truth About Building Ads That Work
Forget gimmicks. What can I say that's true that people would actually accept as the truth?
What Is Your True Competitive Advantage
Do you have an advantage your competition doesn't? Most owners think about this the wrong way.
New Marketing Can Be Deadly
It takes years to turn your company into a trusted source. It takes way less time to destroy all progress.
Is Print Dead? Why Powerful Messages Outlive Every Medium
What's the big advantage? People can reread it. But only if it's worth it.
Google Ads Won’t Save You: Be the Brand They Search For
The profit is in branded search and relational customers.
The Hidden Power of Sound: How Great Ads Build Belief
The thing that has the highest impact is not the easiest thing to measure.
The Quiet Power of Luxury Branding
It’s about patience. Identity. Emotion. And telling a story so compelling that people justify the purchase to themselves.