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.
Love Letter to the Forgotten: Intimacy of Analog
We miss the vinyl era because music back then was relational, not transactional. So what can we learn?
Personal Touch: REQUIRED
AI can create content for you. But it can't reach out and create meaningful bonds with relational buyers.
Avoid This Mistake To Convert Deal Hunters into Loyal Customers
How to attract word-of-mouth referrals and repeat customers.
Chevy’s Holiday Message: How to Bury the Brand
Chevy deserves high marks for attempting something not bathed in beige. But being bold won’t ensure you are loved.
Candy Lady Secrets: How to Make Customers Feel Like They’re Winning
It was always her line that drew a crowd. Why?
The Push-Pull Method of High-Performance Lead Generation
When your brand design language mismatches your business model, you run into trouble.
One Question to Powerful Branding
Nail this question and you’ll have the beginnings of a powerful branding campaign with an advocated position.
I hope I can turn you into a fan!
The best advice I've received on social media is that you're talking to one fan at a time. It's much more intimate.
Surviving Vs. Thriving: Buyers And Their Hierarchy Of Needs
Surviving (vs. Thriving) buyers are naturally more “transactional.” Their goal is to find the lowest price overall.
What “Experts” Get Wrong About Disney — And Why It’s Crucial to Growing Your Business
People come for the freaking princesses and all the other cool characters they fell in love with as a child.
Relational and Transactional Ads: The Perfect Combination
Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions?
What’s Your Ad Campaign’s Meta-Narrative?
Is the story of Rocky really about boxing? Or is it about an underdog’s epic journey? Great ads are like that too.
What Kids Can Teach You About Story Persuasion
There’s a REASON why for every conflict we always want to know “who started it?”