History rhymes with the ebbs and flows of time
Just like unions of the 1940s, there is a societal shift toward worker empowerment. If you’re first in your category to embrace this shift, you win. Resist, and you lose.
The Asymmetry of Trust
You’re thinking about buying something and an acquaintance says, “Don’t do it; I bought that / hired them and it was a total waste of money. I got screwed.” Generally speaking, we believe them.
3 tips for your video ads on social media
Since 83% of social media is consumed on mobile devices, and 85% browse without sound, you must tailor your content to be effective within that context. Here's how...
How We Decide to Purchase
Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.
Serving “Fields of Dreams”.
Simon Sinek writes about this in “Leaders Eat Last.” Before you can get what you want, you must first give them what they want. “They” is everyone but you. Let's start with your employees.
The Tale of Ted the Radio Tortoise and Harry the Anxious Hare
I spent a day with two HVAC company owners. Harry the Anxious Hare is closing barely 10% of his online leads. Ted the Radio Tortoise’s telephone team is closing more than 60%.
That’ll Do
Who is the “McDonald’s” in your category? The business you believe is getting an unfair amount of customers… in spite of their quality and competence. A few things are happening that you should find illuminating.
Your First Year In Mass Media Branding: 12 Milestones and a Timeline
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
Putting Funny Ads To Work For Your Boring-Ass Business – Parody
If the humor isn’t tied to the message; if you can’t talk about one without talking about the other, then any attempts at persuasion will be short-lived and not very memorable.
Are Your Ads Gossip Worthy?
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
Everyone You Know (is a liar)
"NOBODY reads the newspaper." Beware of anybody who speaks in absolutes. Statisticians look for something called a “representative sample.” And you don’t have one (no offence, I’m sure you’re a lovely person).
A Note to Jewelers Worldwide
I woke up with an astoundingly simple, big idea. The limiting factor in the engagement ring diamond is that it is “one-and-done.” But a woman can have a whole collection of Anniversary Diamonds.
Serving, Kingdoms, and Something to Believe in
Marketing in 2021 cannot be like 2019. Too much has happened. Society suffers from post-traumatic stress disorder. To think everything will return to normal is to believe the last 16 months never happened.
Traction, Rocket-Ship, or Earth Shaker? Does Your Branding Have One, Two, or Three Keys to Success?
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
A lesson in advertising from Professional Wrestling
We remember the bold. We don’t remember them for what they said. We don’t remember them for what they did. We remember how they made us feel. Advertising is no different.