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.
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.