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.”
Unicorns Are Real
Every business owner believes they are a unicorn. Most are just horses, indistinguishable from the herd.
Is It Better to Specialize or Expand When Revenue Feels Flat?
Will your expanded offerings reinforce what you’re known for, or confuse it?
The Art & Science of Copywriting. Move Hearts AND Minds.
Creative products are always shiny and new. The creative process is ancient and unchanging.
You should know why this ad worked…
It's been decades since we'd seen this Canadian Tire ad, but the shared experience and emotions still resonate.
Should I Turn it Green?
Every March, businesses seem to go under mass hypnosis in preparation for St. Patrick’s Day. Most get lost in the crowd.
Strategy vs Tactics. The Truth About Building Ads That Work
Forget gimmicks. What can I say that's true that people would actually accept as the truth?
What Is Your True Competitive Advantage
Do you have an advantage your competition doesn't? Most owners think about this the wrong way.
I Can’t Believe Raisin Bran Pulled This Off…
The risk isn't in going too far with the joke. The risk actually lies in not going far enough.
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.
They Knew EXACTLY What They Were Doing
See what all the fuss is about with these eyewear ads. No pun intended.
The Hidden Power of Sound: How Great Ads Build Belief
The thing that has the highest impact is not the easiest thing to measure.
Got Milk? Commercial
Our minds fight factual claims almost the way our body fights a virus. So we wrap it in entertainment.
How Great Brands Turn Customers Into True Believers
The more powerful the attraction, the more powerful the repulsion. Choose who to lose.
You Gotta Earn It!
What’s your challenge? Getting the public to know you, like you, and trust you. And earned media can help.