Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
Are You Buying Jobs or Building Business Value?
You want marketing to be an investment, not just another expense. Higher returns can take longer.
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.
What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
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.
You already know what this is
McDonald's had bravery on this that if people didn't figure it out, somebody would tell them.
Walk before you run. Lessons from Amazon’s 8,000 orders a minute.
You can have that massive vision, but you must still start with something smaller.
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.