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.
Combining Sales Activation and Long-term Branding
Get the split right, and you’ll escape the treadmill and grow year after year.
3 Techniques That Work on Highly Skeptical Audiences
Ads that flattered the customer outperformed others by 50%!
Hypnagogic State: The Secret to Boosting Your Creative Thinking
Edison and Dali used this long before science explained it.
The Metric Trap Sabotaging Your Marketing
Offline advertising is perhaps 10 times more effective than you think, and digital is about a third.
You Can Quantify Trust
People trust numbers. They trust them even when those numbers might not tell them the whole story.
Want your ads to get noticed? Deny a common truth.
When something violates our expectations, the hippocampus prioritizes that information.
Which Marketing Strategy is Most Effective?
Growing a business requires two types of strategies: Overarching Marketing Strategy and Message Strategy.