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.
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.