The Discipline That Separates Smart Advertising From Wasted Money
Most sprinkle ads to reach tons of people, but don't reach anybody with enough repetition.
Advertising Has Been Outlawed. Now What?
The thought experiment is this: If you had to turn up the lever on something that isn’t advertising, what would it be?
Your Game, Your Rules: Why Copycats Can Never Catch You
When you innovate then see imitators emerge, most owners suddenly want to deviate.
How Do I Get Picked Without Being the Cheapest?
Price fills the vacuum by default if you never gave customers a different reason to choose you.
Price Transparency Is Not a Choice
Many businesses are still working from an old belief that they control when and how to reveal prices.
The Donut, the Hole, and Your Google Ads Budget
Only 5% of your market wants to buy today. Don't lose sight of the remaining 95% who will need you later.
Stop Talking About Yourself: You’re Killing Your Sales
Rejection primarily comes down to one reason: you didn't understand their situation.
Starting Takes Courage. Staying Takes More.
Ask yourself: has the plan failed, or have we just reached the point where courage needs to become endurance?
Why the Ads That Make You Feel Always Win (and Logic Rarely Does)
People don’t buy because you’re logical. They buy because something moved them.
Afraid of the Camera? Your Business is Paying the Price
When you start doing something, all of a sudden it becomes easier to continue. It's the law of momentum.
Bored or Broken? How to Know When to Change Your Ads
Why the owner's clock and the customer's clock are never synchronized.
This Ad Failed Because of One Simple Mistake
Questions can be unbelievably powerful. But there are 2 types, and you want to pick the right kind.
Why Safe Brands Get Ignored and Bold Ones Win
"We want our ads to appeal to everyone." It sounds safe, but it's actually the most dangerous thing you can do.
The Hidden Skill Behind Every Great Ad
Every terrible ad that's ever hit the airwaves was approved by someone. Think about that.
Why VRBO’s advertising isn’t working…
You're saying we'll have a vacation with our teenage daughter, and it's going to be crappy.