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.
Taglines vs. Positioning Statements vs. Brandable Chunks
Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil.
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.
Feeling Spring Sluggish? Tap Into The “Vacation Effect” For Your Business
The best time to plant a tree was 20 years ago. Or right now. The same applies to crafting your branding & strategy.
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.
Repurpose The Proven
The proven "Mother's Day macaroni" ads were sappy and flowery, but man, did they work. Right up until they didn't.
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.
Journalism and Great Ads
Never write ads like a journalist, write like a poet. The best ads build curiosity and engagement while leaving some things unanswered.
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.
How Hot Wheels Beat Matchbox. When Imitation Becomes Innovation.
Why 10 Hot Wheels are sold every second. They saw what was lacking in the competition.
Beefsteak and T-Bone
Brands can manufacture a nickname or shorthand that sticks through smart placement. But don't approach it like George Costanza.
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?