Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
Lead researcher, Neil G. MacLaren, set out to test the “Babble Hypothesis.” Turns out, there’s a deceptively simple answer.
Wiener Dogs Forever: The Power of Crowd Promotion
This is about a community movement where the stars are everyday people. Most businesses that attempt to do something like this do it badly.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.
A childhood bribe taught me about bad marketing
Bribing a customer does not have the same effect as bribing a child. The campaign works, but the strategy fails.
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix your flooded house?
The Heart of a Wiener Dog: Character Diamonds
Most business owners are hesitant to share anything remotely vulnerable through their advertising. But wiener dogs have no fear of looking ridiculous.
Personality Prescription, Part 3 – You’re Choosing Cheap Ones
You’re probably attracting Price Sensitive Homeowners without even knowing it.
What’s in a Name?
When I walk into my local Starbucks, I feel like Norm Peterson walking into Cheers. What do you do that makes customers feel comfortable?
Forget TL;DR — it’s TB;DC you gotta worry about!
The art of ad writing requires the creation of ads that work even for an audience that’s half-paying attention.
Once a Wiener… Repurposing the Proven
Peter: How is it that I’m going to tell people the story of the wiener dog? Roy: Ok. It’s actually, it’s called cheating.
Left turn to Albuquerque
Last year, a lawyer put up a billboard. He used the same graphics as the tv show with the headline, “Better Call Bob.”
Piña Coladas & Persuasion
This is what separates the heroes from schmoes in branding: The ability to use entertainment & humor to drive home the message, rather than obscure it.
Magical Wiener Dogs and Storytellers
The Power of Someone who Believes in You More than You.
Time To Get Crazy
I stand against best practices because it locks you into a way of thinking. You do not defeat the leader by following their playbook.
The Personality Prescription, Part 1 – Stalled Growth
Stalled growth is an outcome of a growing dependence of home service contractors on digital media. They’ve bought into the “wasted circulation” concept.