The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?
Business as Romance: The Art and Science of Winning Customer’s Hearts
"In the absence of an emotional connection, people always choose the lowest price."
The 2nd Worst Time to Introduce Yourself to a Customer
By then — absent extraordinary sales skill — it’s too late to build preference and make a high value sale.
What Are Your Ads Really Selling?
People evaluate professional services in the same way that they’d evaluate a potential friend or romantic partner.
Inherent Drama As Advertising Super Power
One of the secrets behind many of the most iconic mascots, slogans, and campaigns in American history.
Is Cap’n Crunch Driving Your Marketing?
A marketing diet heavy on pay-per-click is not sustainable. It lacks all the essential minerals and nutrients that make buyers love you.
Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
The New Voice of Writing Ads (Non-Ads)
What's driving this trend? In a word: trust. Consumers are looking for brands they can connect with on a deeper level.
The Itch Which Must Be Scratched
Every human comes into the world with a hunger for answers to the 4 Big Questions. Great ads speak to them.
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.