Persuading Individuals vs. Persuading the Crowd — Why Not Both?
We are social creatures, and what others think and believe profoundly affects what we think and believe.
Put me in Coach, I’m ready to play
Are you doing it for the love of the game or some other reason? Without love, your customers feel it, employees abandon you, and competitors sense weakness.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
The Poet and the Engineer
I was an engineer for most of my life. Engineers think logically and rationally but they can't stir desire like a poet. Are your ads written by the poet, or the engineer?
Winning the War for Talent – An Advertising Strategy for Service Companies
This is why character and story-driven advertising not only accelerates branding success, but recruiting success as well.
Putting Funny Ads To Work For Your Boring-Ass Business – Ordinary to Extraordinary
None of these products were inherently interesting, yet their ads have been enjoyed hundreds of millions of times.
Regrettably, I didn’t wear the kilt.
Celebrate your difference in the world. Stand out. Get talked about. You will be rewarded for your courage when you are true to yourself.
How to Steal Your Competitor’s Customers. Part 2 of 3
Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would.
Eyeballs, hope and steaming piles of crap
I get asked a lot about the effectiveness of advertising and which ones are the most effective. The buzz for entrepreneurs these days is social media.
7 Modern Marketing Myths & Why They’re Dangerous Even When You’re Not Falling for Them
Following the zeitgeist is easy. Good branding is hard.
Who is J.D. Power? Is he a real person? Find out.
Started over a kitchen table on April Fools and sold later for $400M USD. This is the story of how to make your consulting service more valuable.
Vulnerability is the power tool for storytelling
If you can’t make the audience feel, it’s documenting. No 5-year-old ever asked their mom to read them a documentary before bedtime. Storytelling pulls out an emotion in the audience or customer.
The Most Bizarre Brand Mascot (That Worked) In the Last Twenty Years — And Why You Should Care!
It permanently impressed itself on the tender psyches of millennials and they still whine about it decades later.
Fish when the fish are runnin’
Morris was Vice President of Marketing of a $50 million business and his favourite saying was, "We go fishin' when the fish are runnin'." But Morris was wrong.
How $1,500 of Flea Market Garb became Banana Republic
Banana Republic was founded by 2 journalists with the dream to make a little extra money so they could travel. Little did they know they would create a fashion juggernaut.