AI Makes You Invisible
You can smell it a mile away. It's like looking at 50 photos of the same person dressed up in different costumes.
Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
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 Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
Unicorns Are Real
Every business owner believes they are a unicorn. Most are just horses, indistinguishable from the herd.
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.
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.
5 Truths About TV Advertising You Must Know
Anybody who says, "Nobody watches TV anymore," or "TV is always too expensive," is a fool.