Journalism and Great Ads
Never write ads like a journalist, write like a poet. The best ads build curiosity and engagement while leaving some things unanswered.
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.
The Two Universal Appeals — Understanding the “Cult” of Cult Branding
1. You are special. 2. It’s not your fault. What is your advertising doing to communicate those appeals to your prospects?
The Importance of Defining Your Business Narrative
You ask, “If we do not physically interact with our customers before doing business with them, how can we differentiate ourselves?”
Calamine Lotion or a Chainsaw?
Silly sales jargon and industry-speak are the sand traps of marketing. Avoid them in your ads if you want to break par.
Ad Relevance: The Secret To an Effectively Working Ad
Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads.
Show, Don’t Tell
At best, hard data gets used to justify an action that is taken because of emotional instincts. First you need storytelling and bonding.
Say It The “Non-Traditional” Way
Advertisers are so focused on where the ads will be seen, and who will see them, that they forget what matters most.
The Right SEQUENCE for Brand Building Success
What Aristotle and lawyers both know about persuasive sequencing that you don’t.
Sales Today or Salience Tomorrow? Yes.
Let's resolve the tug-of-war between the zealots of “WE MUST SELL STUFF NOW” and the stoics who say “we must brand for tomorrow”.
How to Sequence Your Branding Campaign Part 1
The right recipe comes down to three ingredients: bonding, differentiation, and distinctiveness.
From Cristiano Ronaldo To the Other Kind Of Advertising
Entrepreneurs live in the grand illusion of advertising. Let's break down 12 aspects so you know what works and why.
Five Hacks for Powerful Lead-Generating Guarantees
If a guarantee is supposed to place risk on your business, but it doesn’t feel risky… Then it’s not doing its job.
Finding, And Using, Unleveraged Assets
An unleveraged asset may seem insignificant to you, but for potential customers it can be a tipping point.
Why State Farm Won the Super Bowl
Ads should be crafted to succeed in a world of divided attention and the humor must tie into the persuasion.