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.”
Personality Prescription, Part 8 – Your Company’s Reputation
Reputations take years to build through word of mouth but can be built in only months through consistent advertising.
How to “Pick Up the Pace” with Your Branding Campaign
Jingles, sound effects, or just interestingly pronounced phrases stick in our brains with amazing power and longevity.
Skunky Beer is the Worst (Part the Third)
For his chocolate-coffee stout, he used pounds of Wilbur Buds dark chocolate (a local delicacy). Then the brewer made a tragic mistake.
The world’s most honest used car salesman
I like making people the hero in the ads. People are more interesting when they stop pretending.
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.
Personality Prescription, Part 6 – Uniqueness
The pursuit of uniqueness is a huge source of frustration. Of wasted money. Of non-persuasive advertising.
Who you gonna call?
Halloween 1985 would have been forgotten if Chris hadn’t brought the Roman candles. But in business, Remarkability and Memorability are often rejected for the safe.
Doubling Down on Schtick That Sticks
It’s been over 40 years — and I can still sing the lyrics. Here are my quick and dirty takeaways.
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.
Personality Prescription, Part 5 – Let’s Sell Something
There’s a saying that “Business goes where it’s invited.” What should we put in our ads to get that invitation from Ms. Homeowner?
Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
Lead researcher, Neil G. MacLaren, set out to test the “Babble Hypothesis.” Turns out, there’s a deceptively simple answer.
Wiener Dogs Forever: The Power of Crowd Promotion
This is about a community movement where the stars are everyday people. Most businesses that attempt to do something like this do it badly.
A childhood bribe taught me about bad marketing
Bribing a customer does not have the same effect as bribing a child. The campaign works, but the strategy fails.
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix your flooded house?