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.
Marketing to Women Has Changed. The Evolution of Aspiration.
People still want products to take them somewhere. But the entrance requirements changed.
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.
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.
How Do I Measure the ROI on Brand Advertising?
A lot of reports can measure your harvest, but how do you measure planting and fertilizing?
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.
How Do I Word My Ads So I’m Remembered?
The best messages are both vivid enough to stick and consistent enough to compound.
Are You Buying Jobs or Building Business Value?
You want marketing to be an investment, not just another expense. Higher returns can take longer.
Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
What Separates Ethical Persuasion From Manipulation
If you don't believe in it, for the love of God, don't try to sell it.
Don’t Take Shortcuts
Brands want to get buyers there faster, easier, and simpler. The problem is that marketing is relationships.
How Do We Lose to Companies With Worse Service?
You've been perfecting the last 10 feet of a mile-long race as your competitors own the first 5,270.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.