The Truth About Storytelling and Why It Beats Objections
Our entire biological structure is uniquely built for stories.
The Phone Is Ringing Less This Year For Everyone
Something has changed for a lot of companies. Buyers are hesitant.
What separates Hokey from Funny in advertising
If you're not remarkable and you have a small budget, you're usually invisible.
Why Company Culture Is Your Most Powerful Marketing Asset
What do employees believe in their heart about the company? That's your culture.
Trust Is Already Deciding Your Prices (You’re Just Not In The Room)
Low-trust businesses pay a kind of tax for being low-trust.
Win Attention and Trust with Vulnerable Ads
Say something significant, maybe embarrassing, but don't make anybody feel creepy or awkward.
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.