Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
How to Write Your Business Narrative
Use AI if you want your message to sound exactly like everything else published on the internet last week.
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.
Journalism and Great Ads
Never write ads like a journalist, write like a poet. The best ads build curiosity and engagement while leaving some things unanswered.
Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
Beefsteak and T-Bone
Brands can manufacture a nickname or shorthand that sticks through smart placement. But don't approach it like George Costanza.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
The Importance of Defining Your Business Narrative
You ask, “If we do not physically interact with our customers before doing business with them, how can we differentiate ourselves?”
Calamine Lotion or a Chainsaw?
Silly sales jargon and industry-speak are the sand traps of marketing. Avoid them in your ads if you want to break par.
Ad Relevance: The Secret To an Effectively Working Ad
Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads.
6 Overlooked Truths For B2B Marketing Success
B2B sales are intensely personal for the main decision-makers in the process. If things blow up, they suffer tremendously.
Outrunning The Bear
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.