How You Build Trust With Specific Language
People don’t trust what they can’t see, and they can’t see generalities.
The Campaign Debate: Cute and Clever is a Costume
It's not enough to get a laugh. You need to get remembered and called months from now.
This Is Why Your Ads Are Being Ignored (and the “Rhino” Fix)
Simplicity wins. It's what makes people stop, feel, and remember.
How Do I Build Enough Trust That People Just Call Us First?
You don't get there quickly, or with ads that sound like ads.
Jameson Whiskey – How They Won The World
Your brain knows this is fiction. But you also feel like this is amazing; Jameson's cool.
The Discipline That Separates Smart Advertising From Wasted Money
Most sprinkle ads to reach tons of people, but don't reach anybody with enough repetition.
How Do I Get Picked Without Being the Cheapest?
Price fills the vacuum by default if you never gave customers a different reason to choose you.
The Problem With Almost Every Car Commercial
You and I both know every new car has nearly the same features and the same benefits.
Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
Stairs to your North Star are worth the Climb
In life and in marketing, keeping stuff easy on one level seems… Smart. But is it really?
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
What happens when you break a promise…
What are they doing? Lying to their customer. Because they have zero intent to be there the next day.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.