“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
The Attention Equation: Story, Trust & Timing
Most owners do this backwards. Humans love to reciprocate, so start by giving a gift.
Why Great Brands Are Unreasonable
Most people have no idea the Pirelli calendar exists. That may be part of why it works.
Don’t Be Too Efficient
We forgive big companies that treat us like cattle, but at a small company, it can destroy all faith and trust.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
This Story Changed How I See Problems!
She was so kind about my mistake that it actually pained me. And brands need to hear her advice.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
How Do I Reduce Churn and Keep Customers Longer?
Every relationship is always doing one of two things: getting deeper or slowly fading.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
The Secrets To BUILDING Trust In Marketing
True trust is only garnered over time. But you can also affect superficial assumptions.
How Do I Decide if a New Media Channel Is Worth Pursuing?
Many run in circles as they chase what looks active and abandon what looks slow.
The Habit Loop of Advertising & Unforgettable Brands
Predictability kills advertising, but consistency is its lifeblood.
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
How do I Make My Marketing More Effective?
You might not need to spend more money. First, evaluate what you are doing and why.