Trust Is Already Deciding Your Prices (You’re Just Not In The Room)
Low-trust businesses pay a kind of tax for being low-trust.
He Didn’t Have to Do It
My awesome bourbon steward is the perfect foil for every failed customer service bot.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
Selling to Walter Mitty: People Buy Who They Want to Be
How do I see myself, and how can I announce it to the world?
How To Die From Advertising: One, Zero, Minus One
Experiences of delight or disappointment are the only times people will tell their story about you.
Why People Buy: The Emotional Triggers Behind Every Sale
I can't put the need in your heart, but I can speak to the need.
Marketing, Marriage, And The Trust Equation
What rebuilding my marriage taught me about winning customers.
Marketing Has a Physics Problem
There are marketing forces you can't see. But they exist just the same.
We Got a Freebie
My own negligence, plus a plumber's generosity, demonstrate how to keep your customers loyal.
Brain Scans EXPOSE Samsung’s Brand Weakness
"The only evidence that Samsung users showed was reverse empathy for Apple."
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.