Never use humour that doesn’t reinforce the principal point of your ad.

Over 90% of the marketing data we collect is noise, not signal, in terms of understanding our customers.

No business or person is perfect. We all make mistakes.

Never Make a Claim You Don’t Immediately Support With Evidence.

A good ad is a series of vivid mental images projected onto the movie screen of imagination. 

"Can you recommend any good places to eat around here?"

Never Mention The Recession or Times Are Tough

Laid side-by-side, a stick and a rope of the same length share a similar appearance. Likewise, rules and principles look alike...

Some will say yes, but most will be offended. One Step Selling tries to speed up the selling process.

Never claim to have exceptional service. Most people won’t believe you. 

A mirage is not a hallucination, but a misinterpretation. Facebook, for business, is a mirage.

Positive word-of-mouth is triggered when a customer experiences something far beyond what was expected...

Never respond to a challenge from a competitor smaller than you.

Many years ago a business owner wanted me to fill his nightclub on the slow nights of the week.

We did a secret competitor shop for a client. 

This was part of our Uncovery / Strategy process.

Never conjure an unpleasant mental image.

Fear and disgust work face-to-face

Classic marketing revolves around the question, “Who is your customer?”

The client was doing 3.5 million in annual sales.

“Anything worth doing is worth doing badly.” - G.K. Chesterton

“Too many people spend too much time trying to perfect something before they actually do it. 

Never include your name in an ad more often than it would be spoken in normal conversation. 

The basics are not basic because they are easy, but because they are fun­da­men­tal. 

And when it comes to Web­site opti­miza­tion