When writing copy, you must challenge the need for every idea, thought, and word. When copy becomes boring, awkward or confusing, in a click or a toss you’ve lost your sales opportunity, perhaps forever. Use voicing to make copy more concise.Read More
The premise of altercasting is that you to project the identity of a role you want another person to assume to encourage them to behave in a desired manner, targeting both the social role and ego of a person. So is this manipulation? And does it have a place in marketing?
Every time you turn around, you’re being asked to take a survey, whether it’s at the grocery store, dentist office, when you buy a car, or make an online purchase. It's become superficial, and is losing its value.Read More
Uncertainty creates fear. Uncertainty creates doubt. It’s a powerful emotion—powerful because the human brain is primitive. And if your marketing messaging ignores this fact, you not likely to get through.Read More
What do you consider your greatest marketing problem? Or perhaps of even more interest: what do your peers report as their top marketing problem? I surveyed a few marketers with those questions and here's what they said.Read More
Why is brain research in the spotlight now? Because millions are dollars are being poured into brain research that exposes fresh perspectives on how we think, and how we respond to marketing messaging.Read More
In this age of heightened skepticism, trust must be earned and built, more than ever. Prospective customers often look to testimonials and reviews for social proof, and what they read can be the tipping point for making a purchase decision.Read More