Show Me the Future
You’ve seen this commercial before. A hand reaches for a Corona from behind an umbrella, a logo appears, and it all fades to black. If you can show me a version of me in the future, you’ve tapped into something powerful.
The Eternal Sunrise of Market Dominating Companies
When you’re searching for ways to level up your company, where are you looking hardest? Too many leaders strain and stare at the horizon for what’s going to change, hoping to leverage those changes.
How to Get (and keep) Attention | Wizard’s Roundtable
I’m joined by Orlando Wood, Chief Innovation Officer at System 1 Group in London. His book Lemon and subsequent short film Achtung! outline how we’ve lost customer’s attention over the years, and how to get it back.
How to get everyone in the world to buy what you are selling.
You want all of ‘em. Every single customer in the world. It’s natural. You did not open your doors and take all that risk for nothing. OK, let’s do it.
Transactional vs. Relational Customers: Are You Attracting the Wrong People?
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
The Secret to Increasing Facebook Likes 560% in One Week
For about $11.43, I was able to jack up the followers. There are two things at play here: 1: Digital advertising is easy to buy. 2: Digital advertising is an overly complicated mess, for no good reason.
Bonding vs. Branding: What’s the Difference?
All bonding is branding. But most branding isn’t bonding. Bonding requires commitment and proper execution. But it's worth it. Bonding blows the doors off of regular branding.
It’s Mostly Invisible
Customers need to like you before they need you. And “like” is mostly invisible. The reasons we do the things we do sit deep in the limbic part of our brains. It’s waaayyy down there. One of the first parts of the brain to form.
Magical Ad Writing for Everything From Piccolos to Recruitment
You have to: 1: Not sound like everybody else 2: Get into somebody’s imagination and mess around.
The Enduring Power of Demonstration Ads
I grab my copper scrubbing brillo and… ditch the Seventh Generation and instinctively and inexorably reach for the blue Dawn. Why did I just do that?
A Helping Grand or How to Start a Movement Revisited
On November 19th, the owners of our local radio stations in our small city began sharing some of Santa PAC-man’s cash with its two primary clients: listeners and advertisers.
Learning from Legends: Who Are You Really Talking To?
Direct Response practitioners claim it’s much more effective and efficient to talk directly and only to the decision-maker for the purchase.
Your Coupons Are Lying To You
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
Recruiting Good People — Overcoming Limits to Growth
You need qualified, experienced guys & gals who also have the work ethic and cultural fit that great companies like yours insist on. And one thing about those people is they're almost never looking for a job.
Tony’s Best Business Tips, On the Occasion of His Passing
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.