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

Tyrell’s Chips Tyrrellbly Studyable Ad Campaign

Advertising guru Dave Trott shared this Tyrell’s Chips ad with this comment: This campaign mentions all the product points, with a really well branded line, and the graphics exactly match the pack. Look it up on YouTube, this is how you do a campaign of short 10 & 20 spots imho. Watch this video (10 … Continue reading Tyrell’s Chips Tyrrellbly Studyable Ad Campaign

The Two Things You Need To Communicate “Value”

There are two things you have to know to communicate your value: The value you think you’re creating, and Why the person you’re creating it for thinks it’s valuable Lemonade stands are great, but mostly in summer and not in the winter.  If you make the stand because people like lemonade, don’t be surprised when your … Continue reading The Two Things You Need To Communicate “Value”

If You Want To Get Ahead, You Have To Learn Their Language

Everything’s a peacock feather.  Or, as Rory Sutherland says, “A flower is just a weed with a marketing budget.”  The bigger the corporate ladder, the fancier the terms. If you want to climb it, learn the terms and learn what they really mean.  Likewise, if you want to climb any ladder, figure out the words … Continue reading If You Want To Get Ahead, You Have To Learn Their Language

Search Is Good. But Being Found Is Where It’s At. Here’s How:

Search is a great surface-level activity.  In less than 10 seconds, especially if your Google-fu is strong, you can find just about anyone or anything.  Cool. Cool? Cool. Sure.  But being found is a next-level activity. And a problem (that’s masquerading as an opportunity).  Once you search something with a question (“oh my god is … Continue reading Search Is Good. But Being Found Is Where It’s At. Here’s How:

Connecting Creatively With What’s Outside Our Comfort Zone

(self-talk moment) Get outside your comfort zone. You are here. The growth is over there. Outside. So, grow towards it little amoeba. The superpower of creativity is being able to describe the outside. When we can explain the opportunity of growth to our clients and ourselves, we create value. We just need to find the … Continue reading Connecting Creatively With What’s Outside Our Comfort Zone

How We Feel = The Stories We Tell (With Ocean Vuong)

How we feel is a function of the stories we repeat to ourselves.  To change, with repetitions, is to edit. We can edit for length, tone, truth - and/or any combination of things.  When we’re telling stories to others, our stories come crashing into theirs. What they repeat when they walk away, determines how they … Continue reading How We Feel = The Stories We Tell (With Ocean Vuong)

How (And Why) To Focus On Perceptions, Not Realities

“People respond to perceptions, not realities, and having the initiative allows you to shape perceptions.” - Venkatesh Rao Once we accept “the map is not the territory,” we see the interpretations of the map-makers as separate from the territory they are mapping. The next step is to understand we have the power to make our … Continue reading How (And Why) To Focus On Perceptions, Not Realities

What The Jefferson Bible Can Teach Us About Marketing

Thomas Jefferson famously took the gospels from the bible, stripped out everything except for Jesus’ words, and said, “A more beautiful or precious morsel of ethics I have never seen; it is a document in proof that I am a real Christian, that is to say, a disciple of the doctrines of Jesus.” As you … Continue reading What The Jefferson Bible Can Teach Us About Marketing