Understanding Aspirations To Drive Sales

How you position your client's aspirations is the most critical driver of your sales.  This Ash Ambirge (the middle finger project) quote nails it, When the lottery wants to boost ticket sales, they don’t raise the odds. They raise the jackpot. Why? Because people don’t buy odds, they buy dreams.  What does your client want?  … Continue reading Understanding Aspirations To Drive Sales

Getting Attention Is The Point

Dave Trott published a beast of ad-industry criticism in “Advertising Isn’t Switzerland.” He’s looking at the turnaround The New York Times pulled off by making Trump their stated enemy back in 2014. My big takeaway is the power, importance, and profitability of picking a good fight/sparring partner. Making noise and gaining attention is the point … Continue reading Getting Attention Is The Point

You’re Not Skillful Until You Know When You’re Lucky

Claude C Hopkins, the godfather of modern marketing whose 1923 book Scientific Advertising is still (shockingly?!) relevant, thought all advertisers should do some form of direct mail advertising first to learn how to fail. Not because they broadly needed to be humbled, but because they needed to be aware of the numbers game that was … Continue reading You’re Not Skillful Until You Know When You’re Lucky

Breaking News: Human Nature Still Hasn’t Changed

So you think the world is changing? Well, humans aren’t changing nearly as much as whatever breaking/viral social moment or techno-gadget would have you think. Here’s advertising legend Bill Bernbach on the timelessness of humanity (emphasis added): Human nature hasn’t changed for 1 billion years. It won’t even vary in the next billion years. Only … Continue reading Breaking News: Human Nature Still Hasn’t Changed

Podcast Of The Week: Patreon CEO Jack Conte On The Creator Economy, Artist Burnout, And Social Media Platform Competition

I rarely repeat myself like this, but I’ve got to do it. If you are getting clients, building an audience, or proactively trying to drive profits in any way via the internet, you need to listen to Josh Constine’s interview with Patreon CEO Jack Conte. This conversation will help you understand how we got here … Continue reading Podcast Of The Week: Patreon CEO Jack Conte On The Creator Economy, Artist Burnout, And Social Media Platform Competition