writing

The Subtle Persuasion of Groundhog Day

2023-10-16T16:27:23+00:00By |

In many businesses, what most customers are really buying is transformation. Groundhog Day plays to three very powerful psychological dynamics you can use to captivate and convert.

How We Decide to Purchase

2023-10-16T14:56:51+00:00By |

Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.

That’ll Do

2023-10-13T18:18:19+00:00By |

Who is the “McDonald’s” in your category? The business you believe is getting an unfair amount of customers… in spite of their quality and competence. A few things are happening that you should find illuminating.

Are Your Ads Gossip Worthy?

2023-10-16T16:27:50+00:00By |

You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?

A Note to Jewelers Worldwide

2023-10-16T14:56:57+00:00By |

I woke up with an astoundingly simple, big idea. The limiting factor in the engagement ring diamond is that it is “one-and-done.” But a woman can have a whole collection of Anniversary Diamonds.

Baseball and Advertising

2023-10-16T14:27:41+00:00By |

As General Manager of the Oakland A’s, Bill's payroll costs were one-third of the New York Yankees. He couldn’t compete with them. He hired Paul DePodesta, a Harvard grad in Economics. Together, they changed the game.

The Anatomy of an Offer

2023-10-13T18:18:37+00:00By |

Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.

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