Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
When Sex Appeal doesn’t sell…
Charlie was the bestselling perfume on the planet until it traded 1970s empowerment for a more traditional appeal.
How to Write Headlines That Demand Attention
Have the courage to be different, evocative, surprising, and occasionally absurd.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
The Secrets To BUILDING Trust In Marketing
True trust is only garnered over time. But you can also affect superficial assumptions.
The Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.
This Campaign Never Stopped Running?
The redundancy of "Kills bugs dead" is the point. The unusual phraseology makes it sticky.
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
Why Your Paid Advertising Isnt Working And How To Fix It
Google is for harvest time. You need seed time.
How do I Make My Marketing More Effective?
You might not need to spend more money. First, evaluate what you are doing and why.
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.
How Do We Build a Customer Loyalty Engine?
"Reward programs" miss the mark entirely, because people are loyal to those they trust.
Strategy vs Tactics. The Truth About Building Ads That Work
Forget gimmicks. What can I say that's true that people would actually accept as the truth?