Optimizing a purchase demands more time, energy, and attention than anyone can spare for 99% of purchases. Instead, people simply want their needs filled and hoped-for benefits granted at a reasonably fair price. “Satisficing.”
As children we were told bedtime stories. In elementary school, we found books that we could read over and over. As adults, we still seek a good story. The familiarity of stories has been with us from before you and I could even remember.
Creativity worshippers tend to feel that while nothing works for sure, anything might work, so long as it’s rilly, rilly creative and the lightning strikes in their favor.
In another post, I lauded Paul Harvey’s “So God made a farmer” speech for its message. Mining it for rhetorical ore in this post feels a little sacrilegious…almost like making an ad out of it. Wait. I didn’t mean that.
Dear Intrepid Entrepreneur, if you have the heart of a farmer, you're already a success. What? Explain! On Super Sunday, February 3, 2013, Dodge aired this legendary ad. Take two minutes and listen.
You’ve seen this commercial before. A hand reaches for a Corona from behind an umbrella, a logo appears, and it all fades to black. If you can show me a version of me in the future, you’ve tapped into something powerful.
I’m joined by Orlando Wood, Chief Innovation Officer at System 1 Group in London. His book Lemon and subsequent short film Achtung! outline how we’ve lost customer’s attention over the years, and how to get it back.
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
All bonding is branding. But most branding isn’t bonding. Bonding requires commitment and proper execution. But it's worth it. Bonding blows the doors off of regular branding.
One misspelled word charged my life. My fifth-grade brain was warehousing words in preparation for the fifth-grade spelling bee. The lower reaches were easy. The harder words were shelved on tippy toes and ladders.
Customers need to like you before they need you. And “like” is mostly invisible. The reasons we do the things we do sit deep in the limbic part of our brains. It’s waaayyy down there. One of the first parts of the brain to form.
Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
You have to: 1: Not sound like everybody else 2: Get into somebody’s imagination and mess around.
I grab my copper scrubbing brillo and… ditch the Seventh Generation and instinctively and inexorably reach for the blue Dawn. Why did I just do that?
Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth. Here’s why.