Where Should You Spend Your Ad Dollars?
Big brands can be a dominant purchaser in every medium but small companies need to budget carefully.
The Genius Behind Allstate’s “Mayhem” Campaign
These actually are using fear, but the crazy ass personification allows it to be comedy.
VRBO’s New Campaign Isn’t Working — Here’s Why
They're pretending they're different than Airbnb and hoping we're stupid.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Why this Nike Ad was actually a FAILURE
It was brilliantly written and exquisitely produced. But they forgot who usually buys Nike.
Why Do Your Ads Sound Like a Lecture?
The only education your ad should deliver is why the customer should give a damn.
Five Doses of Medicinal Business Tonic
Start these today to attract more relational buyers, the kind that build the most profitable businesses.
Be Known Before You’re Needed: The Secret to Better Marketing
Slow and steady wins. Leads don’t get 100 quotes if they have a name they trust.
Brand Ads: Brilliant Long Game or Bottom-Line Killer?
Do brand ads actually work, or are they just smoke, mirrors, and Madison Avenue charm?
The Most Powerful Part of Your Story Is the One You Don’t Tell
The best writing knows that persuasion isn’t about pressure. It’s about resonance.
NIKE ads are finally good again!
They remembered their core audience and spoke to the passion and emotions involved.
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
Marketing’s Focus Group Trap
Why the "smartest" person in the room is ruining your marketing.
Bold Consistency
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.
Bypass Logic & Win Hearts With The Princess Bride Effect
Seeing an ad alerts the inner critic and gets logic going. We can suspend that disbelief.