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.
Social Media: Focus On People With A Command To Watch
What is it that physiologically strikes people that stops their thumb from scrolling?
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
The Psychology of Pricing: Anchoring Techniques
Adding a decoy can increase selection of the most expensive option from 32% up to 84%.