The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
Why WOM & Viral Marketing Can’t Drive Growth
This isn’t opinion, it’s the result of an internet study of “a billion diffusion events on Twitter."
A Powerful Secret to Great Ads
Powerful ads are the few that stand out in your mind because they made an impression. Here's how that happens.
Brand Codes in a World of Continuous Partial Attention
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
How to Calculate Your Mass Media Branding Budget
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
10 Most Common Mistakes in Marketing (Home Services Edition)
With so much conflicting information, how can you avoid royally screwing up your business? Start here.
5 Hard Truths About Advertising Every Business Owner Ought to Know
Your ads are an annoyance to your future customers. Unless you make yourself otherwise.
Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
Personality Prescription, Part 5 – Let’s Sell Something
There’s a saying that “Business goes where it’s invited.” What should we put in our ads to get that invitation from Ms. Homeowner?
Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
Lead researcher, Neil G. MacLaren, set out to test the “Babble Hypothesis.” Turns out, there’s a deceptively simple answer.
Forget TL;DR — it’s TB;DC you gotta worry about!
The art of ad writing requires the creation of ads that work even for an audience that’s half-paying attention.
Screw You, I’m Going To Stand Out
How do you become the industry market leader if you say the same thing as every other business?