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.
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.
Attention Is Not the Prize
If your marketing gets seen but not chosen, relevance may be the missing piece. Learn how to become the obvious choice.
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.