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."
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.
The dark side of business is a villain
In the pursuit of money, people do terrible things. That’s not you. But the darkness that clouds the community lingers through your life.
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?
When advertising is the LAST thing you need.
Most businesses are blind to friction points that may be holding their sales back. Here's the solution.
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
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.
Who you gonna call?
Halloween 1985 would have been forgotten if Chris hadn’t brought the Roman candles. But in business, Remarkability and Memorability are often rejected for the safe.
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?
Wiener Dogs Forever: The Power of Crowd Promotion
This is about a community movement where the stars are everyday people. Most businesses that attempt to do something like this do it badly.