Why Telling The Truth Ain’t Enough — And What Honest Businesses Should Add to It
Think of “the way” as both a future hope and a path to get there.
It’s natural
Natural ain’t gonna cut it. There are too many businesses waving that stick in the air. You need a strong competitive advantage that is uncopiable.
Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
3 Reasons Why Everyone’s STILL Talking About “The Slap” — and How to Harness That Power For Your Advertising
I don’t even have to tell you what slap I’m talking about, do I?
Harnessing The Pure Power of Friendly Familiarity For Owner-Operators
Of course you’ll grab Kellogg’s Frosted Flakes over the (significantly) cheaper, generic and off-brand alternatives.
Branding in 75 Words or Less
When the main benefits your brand delivers are self affirmation, status, and hope, you can charge almost anything you want.
Screw You, I’m Going To Stand Out
How do you become the industry market leader if you say the same thing as every other business?
A “Common Sense” Mistake That’s Killing Your Advertising Effectiveness
By the time you’ve been on the air for three months, your audience knows who you are.
The Thing is Never the Thing
I would never criticize something I have no experience with… so I went ahead and bought an automated iHeart radio ad to advertise this article.
Fundamental Forces of Business – Part 4
Harley Davidson's use of the Strong Atomic Force earned them $360 million last year -- not on bikes -- on branded merchandise.
A Powerful Branding Lesson From an Off-Color Joke My Mom Told Me
Two southern college coeds meet up for lunch during summer break after a year away...
Fundamental Forces of Business – Part 3
Nike’s “Dream Crazy” ad is a great example of electromagnetism. While some people hated the ad and burned their Nike gear, others embraced it.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.
You have twins in your head
At the end of structured education, our brain is a bodybuilder who only does curls with his left arm.
Fundamental Forces of Business – Part 2
This technique is used by many who think they understand advertising. It can turn a person into a customer, but only a weak one.