Outrunning The Bear
They’re going to buy from someone. It’s just a matter of getting them to prefer you. And some connection beats no connection.
Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
From Cristiano Ronaldo To the Other Kind Of Advertising
Entrepreneurs live in the grand illusion of advertising. Let's break down 12 aspects so you know what works and why.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.
Ad Messages We All Never Wanted
10 things you shouldn't say in your ad messages. They’re lousy, and they should have never, never, never met the stamp of approval.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
The Irresistible Power of Belief in Sales: Lessons from Phil Knight
Conviction and confidence in his product drove the former encyclopedia salesman into the stratosphere with Nike.
Ethos, Pathos & Logos: 3 Musketeers Of Persuasive Ads
Humans are complex and respond differently to all 3 types of persuasion. Let's break down when to use each.
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.