The Problem With Almost Every Car Commercial
You and I both know every new car has nearly the same features and the same benefits.
Why the Ads That Make You Feel Always Win (and Logic Rarely Does)
People don’t buy because you’re logical. They buy because something moved them.
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.
How Do We Lose to Companies With Worse Service?
You've been perfecting the last 10 feet of a mile-long race as your competitors own the first 5,270.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
Why Am I Spending More on Marketing For Fewer Leads?
The real problem is almost never that you're spending too little.
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Don’t Let The Legal Department Kill Creativity!
They make you as bland as possible to snuff out any chance of going to court. But the edge is what made it funny.
Don’t Be Too Efficient
We forgive big companies that treat us like cattle, but at a small company, it can destroy all faith and trust.
Why 80% of Businesses Are Running on Broken
Your brand has a story. The question is whether it's true.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.