The 2nd Worst Time to Introduce Yourself to a Customer
By then — absent extraordinary sales skill — it’s too late to build preference and make a high value sale.
What Are Your Ads Really Selling?
People evaluate professional services in the same way that they’d evaluate a potential friend or romantic partner.
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Inherent Drama As Advertising Super Power
One of the secrets behind many of the most iconic mascots, slogans, and campaigns in American history.
Is Cap’n Crunch Driving Your Marketing?
A marketing diet heavy on pay-per-click is not sustainable. It lacks all the essential minerals and nutrients that make buyers love you.
Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
Why I Got Fired
In a little over 18 months, top of mind awareness jumped 550%. And I was fired. And I deserved it.
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
The New Voice of Writing Ads (Non-Ads)
What's driving this trend? In a word: trust. Consumers are looking for brands they can connect with on a deeper level.
A Tale of Two Strategies: An Expedition into the Land of Brand Building and Sales Activation
Les Binet and Peter Field propose a 60:40 ratio of brand building to sales activation.
Death to “Corporate” Marketing
To effectively market, you need to catch people’s attention, not blend in with how all the other industry ads look.
I Want it, But I Can’t Have It
The ANGC has maximized Exclusivity in everything relating to The Masters. Here's how you can do the same.
The Power of Magical Thinking (For Business Growth)
It’s a form of psychological persuasion aimed at transforming externally motivated, grudge-driven buyers into happy customers.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
How To Avoid The Pitfalls Of Lower Price
You don’t have to be the cheapest to win the business. You have to be the best bang for the buck.