Classical Conditioning: Pavlov’s Dog in Advertising
How to get attention? Simple. Speak to the dog in the language of the dog.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
The Wooing of Lifelong Customers
Jail time or love? It all depends on if you skip these steps.
Make the Invisible Visible — What Van Halen Can Teach About Branding
Apple earphones are white. Christian Louboutin features red soles. Is your brand that visible?
Why Branding Is the Cheat Code for Long-Term Growth
You'll eventually reach a point where you can no longer grow based on short-term advertising alone.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
The Science Behind Successful Advertising
Many are seeking a perpetual motion machine for generating leads. But that violates Newton’s first law of thermodynamics.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.
How to Write Your Business Narrative
Use AI if you want your message to sound exactly like everything else published on the internet last week.
Are You The SAFE Choice? Or, How One Weird Trick Boosted Sales by 30%!
The safe, easy choice wins out over the potentially better choice that carries more risk.
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.
Time Is The Great Validator
A “measure everything!” mentality eventually means nothing matters beyond making the cash register ring within 30 seconds of transmission.
Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?