Getting a Foot in the Door — Of Perception
How to move out of background clutter to be perceived and, more importantly, remembered.
What’s Kind Got To Do With It?
It's not just decent, it's profitable. Win the heart, and the mind will follow.
7 Laws of Advertising: Why Storytelling, Emotion, and Clarity Still Win
Differentiate yourself. And don't worry about who approves.
Do You Keep Your Promises?
Research shows that 40% of Americans will NEVER return to a brand once they’ve lost trust in it.
What Digital Superstars Know About Offline Advertising
Why is Amazon, the biggest online retailer, still mailing print catalogs?
They Thought Turning Vegas Into Disneyland Would Work…
You cannot be all things to everybody. You lose both sides.
The Risk of Insult is the Price of Clarity
If you say what people expect you to say, you're boring and your ads will never work.
Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Packaging Your Business So There Are Never Any Mistakes
Trusted packaging means we are going to feel good about what we buy.
The Power of Context: Why Some Ads Hit Harder
How owners evaluate ads differs from how buyers actually encounter them.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Lessons In Being A More Interested Human from ChatGPT
It always asks a value-building question that probes beyond “is there anything else I can do?”
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.