How Do I Decide if a New Media Channel Is Worth Pursuing?
Many run in circles as they chase what looks active and abandon what looks slow.
How Do I Find More Customers Like My Best Ones?
The best customers self-select; they hear your story and think, “this is for me.”
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.
How Do We Build a Customer Loyalty Engine?
"Reward programs" miss the mark entirely, because people are loyal to those they trust.
Some Businesses Scale Calmly, Others Don’t: The Hidden Reason
You want to grow by scaling, not by stretching. And customer trust makes the difference.
The Hidden Power of Sound: How Great Ads Build Belief
The thing that has the highest impact is not the easiest thing to measure.
Why Your Online Trust Is Built Offline (and Always Has Been)
84% of purchases are people choosing among brands they’re already biased towards.
Why Customers Don’t Believe You Even When You’re Honest
Potential buyers listen and nod, but still hesitate when trust hasn’t had time to form.
How to Build a Remarkable Brand They’ll Never Forget
You can't copy anybody. You have to see the angel in the marble.
Marketing, Marriage, And The Trust Equation
What rebuilding my marriage taught me about winning customers.
We Got a Freebie
My own negligence, plus a plumber's generosity, demonstrate how to keep your customers loyal.
Getting a Foot in the Door — Of Perception
How to move out of background clutter to be perceived and, more importantly, remembered.
Winning in Hard Times: Why Most Businesses Shrink and a Few Roar Back
When consumer sentiment tanks, buying becomes emotionally loaded.
What Digital Superstars Know About Offline Advertising
Why is Amazon, the biggest online retailer, still mailing print catalogs?
Reversing Declining Sales: Learning from New Balance’s Comeback Story
The new approach took 18 months but it kept improving.