Busy, Booked… and Still Broke
My explanation to a home services company with record call volume & jobs completed, but shrinking profit.
How To Die From Advertising: One, Zero, Minus One
Experiences of delight or disappointment are the only times people will tell their story about you.
Why People Buy: The Emotional Triggers Behind Every Sale
I can't put the need in your heart, but I can speak to the need.
Marketing, Marriage, And The Trust Equation
What rebuilding my marriage taught me about winning customers.
We Got a Freebie
My own negligence, plus a plumber's generosity, demonstrate how to keep your customers loyal.
Unmistakable: A Tale of Two Boots and Branding Done Right
If we invest in a status symbol, we want it recognized by others.
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.