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.
Five Doses of Medicinal Business Tonic
Start these today to attract more relational buyers, the kind that build the most profitable businesses.
Be Known Before You’re Needed: The Secret to Better Marketing
Slow and steady wins. Leads don’t get 100 quotes if they have a name they trust.
NIKE ads are finally good again!
They remembered their core audience and spoke to the passion and emotions involved.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
The Most Important Place in Your Business Is Where the Wires Can’t Reach
This kind of presence can’t be automated. But it’s often the reason people stay loyal.
Marketing Is Dead. Long Live Marketing!
When you understand how humans actually buy, you don’t have to force the sale.
Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
The Metric Trap Sabotaging Your Marketing
Offline advertising is perhaps 10 times more effective than you think, and digital is about a third.
Bold Consistency
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.
The Marketing Trap Every Small Business Falls For
A recent report describes the “damage, not deliverance” that results from over-reliance on digital advertising.
Investing effort vs. spending time
How does your business serve? Customers pay you to do. Clients hire you to be. They look alike. But they don’t act alike.
Bypass Logic & Win Hearts With The Princess Bride Effect
Seeing an ad alerts the inner critic and gets logic going. We can suspend that disbelief.
You Can Quantify Trust
People trust numbers. They trust them even when those numbers might not tell them the whole story.