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The marketing secret that turned a bathroom book into a best seller

Have you heard of The Great American Bathroom Book? The author calls it the “most important bathroom book in American history” which makes me wonder what the second most important bathroom book is. Tangent. Sorry. Chances are good that you’ve read part of The Great American Bathroom Book. Or you’ve seen it in someone’s bathroom. You might […]

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Getting your customers to say “yes” faster

Confession: I am a browser tab junky. Right now I have close to 100 tabs open in 11 different windows. Some have been open for weeks. Because I want to come back to them. Each tab is either an article I want to read, or a sales page I want to study, or a conversation I […]

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Agitation—the seldom-used secret for creating desire!

Does your product solve a problem? I know… silly question. All successful products solve a problem for someone. And helping your customers see that your product is a solution for whatever problem they have is the first step to making the sale. But it usually isn’t enough. Let me give you an example… You know […]

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Hey, over here! How to get attention.

My kids like to play a game they called “Bingo”. Not the game where you cover the squares on a board as someone calls out numbers. B-4! G-37! N-22! Their version of Bingo is played in the car as they’re chauffeured between school and swim practice or piano lessons, or as we drive hundreds of […]

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A simple formula for finding the “right” message

Have you ever struggled to figure out what message you should be communicating to your best customers? You know who your customers are (hopefully). And you know what you want them to buy. But what do you say to get them to do it. There’s a simple formula that may help. I call it CBA. […]

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The truth about color psychology—it’s not what you’ve been told

If you’re a football fan, you’ve probably heard that the University of Iowa’s visitor locker room is painted pink. Former Coach Hayden Fry believed that the rose-colored surroundings would make his opponents more passive because pink was a “sissy color”. Not my words, that’s how Wikipedia describe it. Of course, Coach Fry wasn’t yet alive […]

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The best way to connect to your customers? It depends.

How do you connect with your customers? I’m not talking about how you talk to them (or at them like most brands to). How do you connect with your customers so they feel understood. Or entertained. So they see what you are saying and say, “yeah, that’s right.” How do you share who you are […]

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Why you use a shopping cart—a lesson in social proof

I’ve written a little bit about social proof in the past. Specifically, how celebrities don’t offer the kind of proof that usually works. (To read that, click here.) This week I came across a great story that demonstrates the power of social proof to get people to do things they don’t want to do. It’s all […]

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Should your business card say “Choice Architect”?

Life is full of choices. Some are relatively inconsequential, like what you have for breakfast. Others can be more important, like who you vote for. But while we tend to believe that we are in control of our choices, the truth is that the way choices are presented to us has a massive effect on […]

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Get the New Telling Your Brand Story Book

As you know I try to share one good idea with you every week via email and on this blog. Today I’m going to depart from that pattern and instead offer you a book’s worth of ideas for sharing your brand story. My book, Telling Your Brand Story, is finally available on Amazon. It covers: the […]

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