How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
Brands Are Small Things — And That’s a Good Thing!
If your ads can be ignored, they will be. Which is a good thing. If your ads are high-impact and your competitors' aren’t: you win.
Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
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?
Why You Probably Don’t Have a Brand — Even If You Think You Do
You can have a name, logo, brand colors, uniforms, and all that jazz, but without this one thing, you don’t have a brand.
Storytelling & Showmanship: How Memories & Experience Are Created
“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.” - Roy H Williams
Don’t Hate Me Because I’m Beautiful!
She thought the line was so ridiculous she nearly left the audition. But it created P&G’s first billion dollar brand in hair care.
Showing Up — And Why Your Ads Might Not Be
Emotional Campaigns outperform Rational Campaigns by 5X. And campaigns that create fame are even more effective.
When will they need you? Market your business for the long haul for best results.
Sleep is the great eraser… people forget who you are if your marketing hibernates for awhile.
How To Grow In a Down Market
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?
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 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.