A Note to Jewelers Worldwide
I woke up with an astoundingly simple, big idea. The limiting factor in the engagement ring diamond is that it is “one-and-done.” But a woman can have a whole collection of Anniversary Diamonds.
Serving, Kingdoms, and Something to Believe in
Marketing in 2021 cannot be like 2019. Too much has happened. Society suffers from post-traumatic stress disorder. To think everything will return to normal is to believe the last 16 months never happened.
Four Winning Retail Strategies for 2021
There is no doubt that the economy and Coronavirus has had a major impact on retail businesses. Here are four things that I am seeing retailers do across the board.
How to get everyone in the world to buy what you are selling.
You want all of ‘em. Every single customer in the world. It’s natural. You did not open your doors and take all that risk for nothing. OK, let’s do it.
ESOV & FFA: Two Reasons 2021’s The Year You’ll Build Your Empire
Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth. Here’s why.
Does the Name Ring a Bell?
Most businesses have an awareness problem. More accurately, unawareness. The distance from unawareness to awareness is like going from the moon to Mars, and just as daunting.
The One Thing My Dad, Curly and Gary Taught Me
The path to my current ONE Thing began 24-years ago when the bank changed the locks and put 25 good people out of work.
To Question Your Integrity? How To Handle Criticism From The Tough Client.
When it’s time to respond, start with a question. Don’t you dare go into attack mode.
The Recessionary “Share of Voice” Bonus
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.
Same Same Sameity Same Same
City dwellers stop hearing the traffic and sirens out their windows. Psychologists call this “habituation.” Marketers call this the enemy.
Actually, Most Things Will Be the Same
This is about the habits and motivations of the greater human condition at a macro-level. Dr. Abraham Maslow hasn’t failed us thus far, and his hierarchy of human needs isn’t likely to falter any time soon.
Wizard’s Roundtable Episode 4
Why right now is probably the worst time to try old sales tricks like adding urgency and false deadlines in your advertising. And the role that social proof will play in the speed and timing of the economy reopening.
Wizard’s Roundtable Episode 3
We discuss pivots you can make right now to get you through this very unusual episode, and how we can apply lessons from past downturns in the economy.
Wizard’s Roundtable: Episode 2
The four things that need to be in every commercial, no matter what's going on in the world. And whether or not this is the time to renegotiate your media buy.
Say This. Not That.
The mad dash to make special “COVID-19” advertisements has been an unexpected boon for copywriters, producers, and graphic artists. But is it necessary?