The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
Transactional vs. Relational Shoppers
Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins.
Origin Story: How Your Story Should’ve Successfully Been Told
Most ads don’t work. Why? They’re missing the key ingredient.
5 Hard Truths About Advertising Every Business Owner Ought to Know
Your ads are an annoyance to your future customers. Unless you make yourself otherwise.
Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
Love is a game of catch.
Understand your customer, and you will never sell to them. They will buy from you over and over again because you care about them.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.
What’s in a Name?
When I walk into my local Starbucks, I feel like Norm Peterson walking into Cheers. What do you do that makes customers feel comfortable?
The Personality Prescription, Part 2 – Never Cut Price
Dropping price to be competitive means we’re only working harder to put ourselves out of business sooner.
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
The Five Elements of Fame
Experts on marketing effectiveness determined that Fame is the most important element for producing extraordinary ROI.
What riding a motorcyle taught me about marketing
Many companies use loyalty programs, Facebook groups, and email spam to gather the troops. That’s not a tribe. It’s list building.
The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
6 Degrees of Benjamin Franklin
Doing business with — making yourself vulnerable to — a complete stranger feels bad. Nobody wants to put themselves in that situation.