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.
People Don’t Care About You, They Care About Them — Unless…
As a social species, we’re hardwired to care about each other — so long as you (or your brand) are part of their tribe.
Time Is The Great Validator
A “measure everything!” mentality eventually means nothing matters beyond making the cash register ring within 30 seconds of transmission.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
Uncertainty, Fear, and Solid Business Growth in 2024
An uncertain buyer never says yes, and we're in uncertain times. How specifically can you overcome that?
No Such Thing As Neutral: How Every Employee Shapes Your Business Legacy
The adage "a chain is only as strong as its weakest link" resonates with undeniable truth.
Your Company Is in a Relationship, And It’s Complicated
The customers won with a single flashy pick-up line often don’t stay long.
What is the Most Direct Cause of Customer Loyalty?
Don't settle for mere Transactional Loyalty on price, ease, and quality. You need Relational Loyalty to get rich.