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.
The “Hail Mary” Trap: Why One Great Ad Won’t Save Your Brand
There's no "killer bell" that would have conditioned Pavlov's dog in a single ring.
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.
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?
Is Print Dead? Why Powerful Messages Outlive Every Medium
What's the big advantage? People can reread it. But only if it's worth it.