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.
You Can Quantify Trust
People trust numbers. They trust them even when those numbers might not tell them the whole story.
Customers never bond with facts
When they realize your brand's story is a part of their story, they’ll follow you to the ends of the earth.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Unique Selling Propositions
The problem with most marketing consultants is they try to make their client’s product seem unique.
Play angle of approach for fun and profit
Angle of approach lets you transform a rolling piece of scrap into a dream car.
Which Marketing Strategy is Most Effective?
Growing a business requires two types of strategies: Overarching Marketing Strategy and Message Strategy.
How Did You Hear About Us?
Asking is selfish and goes nowhere. And don't ever make your problem the customer's problem, ever.
How to Become Famous on a Small Marketing Budget
There are 3 main levers that can help you become famous and wealthy.
Everyone Should Have a Jingle
What makes a great jingle? And what does the science of audio branding teach us about them?
This is a GOOD Car Commercial
My daughters were like, "That's a stupid ad." But they were pinpoint targeting the DNA of the drivers they wanted.
How Old Spice Saved Their Brand!
"We've got nothing to lose." It was hard to say yes and run this strange ad, but they were that desperate.
Cult Branding Secrets: Tools for Creating Loyal Customers
The cult made promises then didn't deliver, but my friends stayed. And that baffled me. Where does loyalty come from?
How Poo-Pourri Went Viral
When you tone something like this down, it doesn't work. The owner must be ready to go all the way into the joke.
“Oh, But My Company is Different.”
Real matters. Only a fool looks at another company’s ad and says, "We should do that."