Character, Characters, and Advertising
No one will believe that a business owner has character unless he’s willing to be seen as “quite a character.”
Why Character-driven Ads Outperform Logic-driven Ads
They stand out because they elicit emotions and, more importantly, bond with your audience.
Value Proposition: Stand Out From The Competition
The only way you can have a clear message is if you speak the same language as your customers.
Brand Loyalty and the Chamber of Secrets
Measuring brand loyalty includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.
HOPE gets crushed when Despair uses a megaphone
The only advertising that gets customers immediately is through discounts. I’ve seen this picture before, and I don’t like the ending.
Survival Mode And Buyer Archetypes
The answer is to get better at identifying and closing more sales of both Transactional Shoppers and Relational Buyers.
Pizza is not like its Italian cousins
Price is the easiest to match. Competitors will drive you out of business using this strategy when they have more money than you.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
Origin Story: How Your Story Should’ve Successfully Been Told
Most ads don’t work. Why? They’re missing the key ingredient.
5 Hard Truths About Advertising Every Business Owner Ought to Know
Your ads are an annoyance to your future customers. Unless you make yourself otherwise.
Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
Love is a game of catch.
Understand your customer, and you will never sell to them. They will buy from you over and over again because you care about them.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.