Predictability: The Silent Assassin of Storytelling?
In marketing, like any other story, you need the courage to take the risks necessary to create something truly memorable.
Sales Funnel or Production Line? Either Way, it’s NOT a Numbers Game.
If there’s a bottleneck or flaw at any stage of the process, it hampers the entire operation.
The Science Behind Successful Advertising
Many are seeking a perpetual motion machine for generating leads. But that violates Newton’s first law of thermodynamics.
Supercharging Your Sales Persuasion With Universal Appeals
First agitate. Then when you present the solution, offer it up as an ideal solution for special people, just like your prospect.
Navigating From the Rear View Mirror
Focusing on business output metrics instead of customer-centric input metrics leaves you with little insight into how to improve and grow.
Are You The SAFE Choice? Or, How One Weird Trick Boosted Sales by 30%!
The safe, easy choice wins out over the potentially better choice that carries more risk.
10 Magical Words of the Direct Mail Kingdom
Despite the relatively high direct mail cost, the pay-off can be tremendous, and the benefits unrivaled.
Repurpose The Proven
The proven "Mother's Day macaroni" ads were sappy and flowery, but man, did they work. Right up until they didn't.
How To Build a Multi $100 Million HVAC and Plumbing Company
80% of executives believe they deliver a “superior experience”. But only 8% of customers agree. How can that be?
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.
Time Is The Great Validator
A “measure everything!” mentality eventually means nothing matters beyond making the cash register ring within 30 seconds of transmission.
Journalism and Great Ads
Never write ads like a journalist, write like a poet. The best ads build curiosity and engagement while leaving some things unanswered.
Pro Tip: Talk to Your Customers Like Friends
Most owners get this wrong in their preoccupation with delivering factual information. But buying decisions are almost never rational.
Beefsteak and T-Bone
Brands can manufacture a nickname or shorthand that sticks through smart placement. But don't approach it like George Costanza.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.