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.
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Diamonds, Drains, and the Danger of Over-Education
Business owners know too much. And "educating the customer" is one of their worst mistakes.
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
The Genius Behind Allstate’s “Mayhem” Campaign
These actually are using fear, but the crazy ass personification allows it to be comedy.
Flying Money Out the Window
Are you getting what you paid for? There's science behind a mesmerizing message and artwork.
Get To Know The Procrastinators
There is a hidden trio of friction points that marketers encounter. Here's how to address each one.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.