Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
Character, statues, and a promise no one else will make
"Do you know what you're selling?" "Custom-made furniture." "God no. That's the product. You're selling nostalgia."
The Only 3 Things Any Buyer Actually Cares About
Your client’s satisfaction is not a function of how much they like your product.
Do Annoying Commercials Accomplish the Right Goals?
Obnoxious ads get people to know who you are, but they neither develop fondness nor instill trust in your brand.
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.
Click Through Rate(CTR): Improving Your Ad Clicks
Did you know that the average click-through rate (CTR) for display ads is a measly 0.05 percent?
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
Skunky Beer is the Worst (Part the Third)
For his chocolate-coffee stout, he used pounds of Wilbur Buds dark chocolate (a local delicacy). Then the brewer made a tragic mistake.
The Paradox of Customer Dissatisfaction
How you can leverage it to create rabidly happy (as opposed to merely satisfied) customers.
Influence This! (Part the Second)
When it comes to influencers, or when it comes to chicanery in marketing, color me skeptical.
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.
Personality Prescription, Part 6 – Uniqueness
The pursuit of uniqueness is a huge source of frustration. Of wasted money. Of non-persuasive advertising.
How To Avoid Bad Hires – And Its High Energy Cost
Did you know that the average cost of bad hires is $18,000? And 2 in 3 newly hired people later realized they were a poor fit.
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.