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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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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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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EARN TRUST, EARN TRUST, EARN TRUST, THEN WORRY ABOUT THE REST

Our purchasing behaviour is surprisingly complicated. Why do we buy from one person, but not from another? Three words make the difference. Know, like and trust. Let’s take a look.

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