THE TWO-FACED BASTARD

How we see people isn’t how they see themselves. What we think is their problem may not be what they think it is. Deciphering how your prospects are talking to themselves is your unfair advantage.

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THE BIG IDEA

At the core of every great brand is a Big Idea. It’s sits at the heart of a big audacious vision for the brand. It’s what gives it direction and its what makes it’s audience swoon. Let’s take a look

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BREWDOG: TWO PINTS OF LAGER AND AN ARGUMENT PLEASE

More than five billion people have access to the Internet. It’s noisy! It’s hard to get noticed. Brewdog, the brand we love to hate, is a great example of what messaging in 2022 should look like if you want to overcome this.

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HOW TO WRITE A HEADLINE LIKE DON DRAPER

Most people, when they write a headline, do what’s comfortable. They talk about the product. But it’s the emotional headline that grabs attention. Here’s a simple way to write a headline that people can’t ignore.

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WHO THE HELL DO YOU THINK YOU’RE TALKING TO LIKE THAT?

Most people’s description of their ideal customer is guess work. But without an accurate description of your ideal customer your campaigns will never be as successful as they could be. So how do we produce a detailed, ridiculously accurate buyer persona?

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KANGAROO PENIS ANYONE?

Every purchase has a moment, when something happens, and the buyer is triggered to take action. Understanding how and when this moment happens is like having Krytptonian cells. Let’s dive in and see.

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THE INNER CONVERSATION (VIDEO)

We all see the world differently. Sometimes in very surprising ways. But if you can work our how your prospects see it, that’s gold dust. This video describes how a big brand did this with huge success.

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SOMEONE PASS THE TOFU

People hate being criticised. But sometimes you can use other peoples’ criticism of you to your advantage. Read how The Guardian pulled this tactic off triumphantly when they were attacked by a senior politician.

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HOW TO LIVE ON THE TIP OF EVERYONE’S TONGUE

The first thing people do when they decide they need to buy something is to ask their friends for a recommendation. How do you ensure that you’re the first name they think of?

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MORNING GLORY: THIS IS HOW YOU CREATE A MARKET CATEGORY

Competing for demand in an existing market against an established leader is fruitless. If you can’t win your category, you have start your own category that you can win. Here is a great first-hand case study of how it’s done

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NO PISSING IN THE POOL

If you don’t stand for something, you stand for nothing. But before you can tell your audience what you stand for, you have to know the rules you live and die by. We call these The Pool Rules

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WHY MALE STRIPPERS DON’T DRESS AS TAX INSPECTORS

Most messaging and content on the Internet leaves us cold. It doesn’t challenge us in any way. So what do we have to do differently to everyone else to get peoples’ attention?

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HOW TO CREATE AN ELEVATOR PITCH THAT WILL MAKE PEOPLE LISTEN

You find yourself face to face with the CEO of your perfect customer. You’ve got one minute. If you want him remember what you say, don’t do what everyone else does, do this.

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IF YOU WANT TO BE A CHALLENGER BRAND, THEN BEHAVE LIKE ONE

How did a start up brand succeed where one of the world’s most recognisable brands failed? The answer’s simple. They understood the laws of categories.

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BELIEFS ARE YOUR NEW SUPERPOWER

People are attracted to brands by something way beyond the product. If you can unite a tribe around beliefs, it’s like having a Marvel Comics super power. One for the Gaga fans!

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WHY YOUR CONTENT NEEDS TO HARDEN THE F*CK UP

Most content on social media is inoffensive and ineffective. The best content expresses an opinion that others may find offensive. That is not only a good thing, it’s how the little guy wins. Here’s why.

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WHY YOU NEED TO STOP TRYING TO CONVERT EVERYONE

The problem most businesses have is they use their messaging to try to convert everyone. They regard everyone as a prospective customer. Here’s why that is a huge mistake.

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THE BEST MESSAGING SELLS FEELINGS

People see thousands of ads, blogs and posts telling them about “stuff”. Things like products, features, and ROI. They don’t work. In this article I’ll show you why and tell you what you should say instead to grab attention.

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PEOPLE DON’T BUY THINGS TO SOLVE PROBLEMS. THEY BUY THINGS TO RELIEVE PAIN

We buy what we want and not what we need. Sometimes it’s hard to tell the two apart. In this article we take a look at the ways in which problems and pain appear, and how they effect our decisions.

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WHY I WANT PEOPLE TO HATE MY PROPOSITION

If your proposition isn’t bold enough to trigger a large number of those that read it, then nor will it be bold enough to delight the small group that you consider to be your target audience.

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WHY VALUE HAS ALMOST NOTHING TO DO WITH YOUR PRODUCT

Different people value different things in different ways. Value has little to do with your product. It is more personal than that. Let’s explore where value comes from.

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