Origin Story: How Your Story Should’ve Successfully Been Told
Most ads don’t work. Why? They’re missing the key ingredient.
The world’s most honest used car salesman
I like making people the hero in the ads. People are more interesting when they stop pretending.
The Paradox of Customer Dissatisfaction
How you can leverage it to create rabidly happy (as opposed to merely satisfied) customers.
Influence This! (Part the Second)
When it comes to influencers, or when it comes to chicanery in marketing, color me skeptical.
Personality Prescription, Part 6 – Uniqueness
The pursuit of uniqueness is a huge source of frustration. Of wasted money. Of non-persuasive advertising.
Factors That Affect Your Conversion Rate [+ CRO Statistics]
Businesses with more than 40 landing pages produced 12 times the number of leads as those with 1-5 landing pages.
Doubling Down on Schtick That Sticks
It’s been over 40 years — and I can still sing the lyrics. Here are my quick and dirty takeaways.
Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
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?
Love is a game of catch.
Understand your customer, and you will never sell to them. They will buy from you over and over again because you care about them.
Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
Lead researcher, Neil G. MacLaren, set out to test the “Babble Hypothesis.” Turns out, there’s a deceptively simple answer.
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.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.
A childhood bribe taught me about bad marketing
Bribing a customer does not have the same effect as bribing a child. The campaign works, but the strategy fails.
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix your flooded house?