Don’t Advertise Why You Sell. Advertise Why They Buy.
Consumers are motivated by feelings. Coke spends all their effort just trying to be likable.
Some People Say Our Ads Are Annoying. What Now?
Indifference is the killer. Irritation is just evidence that somebody's paying attention.
Be Different. Just Like Everyone Else.
I’m not trying to bum you out. I’m trying to amplify how important this stuff is.
“We Care” Is Not a Marketing Strategy
Nobody gets bonus points for clearing the basic bar, but most ads are celebrating mere table stakes.
The Future of Creativity: AI, Art & the Heart
AI can emulate the habits of the greats. But does it say what they would have said? Does it move you?
You Can’t Handle Different
You want a breakthrough idea that a focus group approves. That's not truly different.
Don’t Let The Legal Department Kill Creativity!
They make you as bland as possible to snuff out any chance of going to court. But the edge is what made it funny.
How Being Specific Makes You More Persuasive
Naming details takes guts and makes you trustworthy.
Why Explanation Doesn’t Create Desire
People do not move through the world as neat little logic machines. They are running. Distracted. Hopeful. Insecure.
How To Stand Out In Your Industry
They originally started a cookie cutter ad, just terrible. Thus began some soul searching that led to the dazzle.
AI Makes You Invisible
You can smell it a mile away. It's like looking at 50 photos of the same person dressed up in different costumes.
Why Your Ads Aren’t Working
You're talking about the wrong person. It's about listeners. It's about empathy.
Irresistible Marketing – Why Stories Sell & Facts Don’t
Gurganus was right. Stories only happen to people who can tell them.
The 7 Truths of Sales Activation – Calls to Action That Work
Customers are jaded, experienced, and hard to fool. So don't try.
How to Write Headlines That Demand Attention
Have the courage to be different, evocative, surprising, and occasionally absurd.