The Hidden Power of Sound: How Great Ads Build Belief
The thing that has the highest impact is not the easiest thing to measure.
Got Milk? Commercial
Our minds fight factual claims almost the way our body fights a virus. So we wrap it in entertainment.
How Great Brands Turn Customers Into True Believers
The more powerful the attraction, the more powerful the repulsion. Choose who to lose.
Why Most Brands Fail to Connect
Without personality or story you don't have a brand. Sadly, all you have is a company.
How to Build a Remarkable Brand They’ll Never Forget
You can't copy anybody. You have to see the angel in the marble.
The Truth About Storytelling and Why It Beats Objections
Our entire biological structure is uniquely built for stories.
What separates Hokey from Funny in advertising
If you're not remarkable and you have a small budget, you're usually invisible.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
Marketing Myths That Just Won’t Die
These myths spread with good intentions: “Don't do [X media]. I tried [X media]. It doesn't work.”
Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
How to Ruin a Campaign in 30 Seconds or Less
The greatest lessons are forged in failure. So let's fight through some real follies.
Why People Buy: The Emotional Triggers Behind Every Sale
I can't put the need in your heart, but I can speak to the need.
Getting a Foot in the Door — Of Perception
How to move out of background clutter to be perceived and, more importantly, remembered.
7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don't worry about who approves.
The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you're boring and your ads will never work.