How many customers do you gift away?
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, "Can I trust your capabilities and do I trust your soul?"
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Break the Gumball Machine
Brand building doesn’t work like a gumball machine — you can’t expect immediate fame from minimal investment or effort.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
Classical Conditioning: Pavlov’s Dog in Advertising
How to get attention? Simple. Speak to the dog in the language of the dog.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
The Wooing of Lifelong Customers
Jail time or love? It all depends on if you skip these steps.