Advertising Doesn’t Affect Me “I am immune to it”
90% of advertising is rubbish and most ads don't work because the writing and the distribution are wrong.
How many customers do you gift away?
Forget gifts or incentives. Instead, focus on rewards for loyal customers.
Before the Sale: Craig Arthur on Profitable Relationships – Part 2
Sending staff to help customers without training is like abandoning them.
Before the Sale: Craig Arthur on Profitable Relationships – Part 1
Relational buyers are more profitable and make a long-term commitment.
Athletes to Business. Visualization Creates Golden Results
Beyond athletics, visualization makes brands famous by driving emotional bonds and actions.
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
Winking in the dark
Speaking to the masses is the only way to have the masses buy your better mousetrap. And it works like any courtship.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
Strategic Giving: A Guide for Local Businesses
If I ask you how many charity dollars you have left, and you don’t know, you are digging a dark hole.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”
The Wooing of Lifelong Customers
Jail time or love? It all depends on if you skip these steps.
Are You The SAFE Choice? Or, How One Weird Trick Boosted Sales by 30%!
The safe, easy choice wins out over the potentially better choice that carries more risk.