Bonding vs. Branding: What’s the Difference?
All bonding is branding. But most branding isn’t bonding. Bonding requires commitment and proper execution. But it's worth it. Bonding blows the doors off of regular branding.
It’s Mostly Invisible
Customers need to like you before they need you. And “like” is mostly invisible. The reasons we do the things we do sit deep in the limbic part of our brains. It’s waaayyy down there. One of the first parts of the brain to form.
Advanced Branding for Ugly Duckling Businesses: Self-Disclosure & Human Connection
Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
5 Lessons for Business and Life
For the last 16 years, I have been the business partner of Roy H. Williams, aka The Wizard of Ads. Roy is like the wise big brother I never had. Today I am going to share some unsaid lessons. Some observations.
Your Coupons Are Lying To You
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
Modernizing The Buying Funnel
In our combined 50-plus years of doing this, we’ve learned sales resistance and loss of repeat and referral customers comes from one of two places.
Tony’s Best Business Tips, On the Occasion of His Passing
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
Why Character-Driven Ads are the Key to Higher Margins
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
Why The Road Runner’s Style Guide Kicks Your Style Guide’s A$$
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Turn Your Business into a Loveable Money-Making Machine (Part 2/2)
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
Story Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
The #1 Best Way to Attract High-Quality Leads
As a Sales Operations Specialist, I am the first person to say that I am not a marketer. What I can say with 100% conviction is that a relational buyer is a way easier person to close.
Targeting Through Ad Copy
Attract the kind of clients who will see your business as a blessing. Clients that prefer you to the point of willingly paying a premium for the privilege.
Want to Sell More? Hire Gatekeepers Who Bring Sunshine to Work.
Look first to the narrow neck in your marketing process.