Marketing is about People
I know that doesn’t sound very revelatory, but hear me out. Great marketing makes people feel seen and heard.
Identity-Based Branding
Brands that powerfully appeal to identity can not only charge more, they can make it a point of pride.
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.
Flattery Through Storytelling
Story-based ads, when done well, can flatter the audience in a way that overcomes suspicion.
Midnight Musings of a Relational Marketing Mom
It is possible to make money and create a name to be proud of all while making a positive difference.
How To Navigate The 3 Levels of Trust
If you want people to trust your business, you must trust them first.
THIS is how you get Referrals!
How a small roofing company increased referrals from 6% to 32% without resorting to bribery or begging.
Are You a Real Man?
At first, I thought it was a hoax. But there's a method to this brand's positioning worth serious scrutiny.
Shared Suffering: The Missing Ingredient in Customer Loyalty
How do we share suffering? That’s easy: Identify your common enemies.
Five Doses of Medicinal Business Tonic
Start these today to attract more relational buyers, the kind that build the most profitable businesses.
Be Known Before You’re Needed: The Secret to Better Marketing
Slow and steady wins. Leads don’t get 100 quotes if they have a name they trust.
Brand Ads: Brilliant Long Game or Bottom-Line Killer?
Do brand ads actually work, or are they just smoke, mirrors, and Madison Avenue charm?
Painting With Words
Your words attract either transactional or relational customers, so telling the story of your business well is crucial.
Radio Ads Cost How Much?!
In many cities, spending a dollar reaches somebody with 60-second ads three times a week for a full 52 weeks.
Bold Consistency
Both bird feeders and ad campaigns will typically fail to attract their intended targets for similar reasons.