You’re watching TV. It’s Extreme Makeover time. They take this wallflower-looking person. And they cut. And they snip. Boy, do they tuck! And about 2 weeks later, the Extreme Makeover artists transmogrify their subject into a work of captivating beauty. You watch and say, no…can’t be…can’t be the same wallflower. Ah, but it is. So […]
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The Critical Importance Of The Bug
You’re in a seminar. Oh, the seminar’s interesting. The content is great. The presenter’s outstanding. But you aren’t paying attention You’re fidgeting in your seat. You’re kinda brrrrrrrrrrr. As in coldbrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr. And the seminar drones on. Drones on, did you say? So we’re pretty clear that the seminar was interesting and outstanding, and all that […]
A 5-Minute Website Tweak That Will Quadruple Your Subscribers
It doesn’t matter which website or blog you go to—most of them make one fundamental mistake. And it’s a mistake that can be easily avoided, if only you did one tiny little thing. That tiny little thing is placing the ‘subscribe’ button in the right place. And to understand the right place, we have to […]
Is Brand Extension Possible? The Concept of the Umbrella Brand
Imagine you had five kids. Imagine they were all boys (oh, perish the thought!) Imagine you called them John. As in John, John 2, John 3, John 4, John 5. We’re bordering on the ridiculous here, aren’t we? I mean this naming convention you’d never consider in a squillion years. But what if you do […]
The Side Effects Of Expertise
Yes, yes, so everyone tells you you should become an expert. And yes, you know that you’ll earn more and get more customers. But there’s also a side-effect to expertise. It’s called influence. And when you’re influential, people pay attention. What do I mean? Well, read on. Here’s a letter from a company XYZ Inc. […]
Turning Tears into Gold: How to Create A Personal Marketing Success out of Pure Despair
Dylan and Rita were at their wits’ end when I met them at the World Internet Summit . By this point in their lives, they were supposed to be successful. They were supposed to be vrooming around in flaming red Ferraris, living the plush life and knocking back champagne on the harbour. Hah! They should […]
How To Choose The Right Colour For Your Brand
Here’s a simple exercise. Go to the mall. Pick up a box of Pringle’s potato chips for me, will ya? But when you get back to your home, you find something strange. The pack doesn’t say Pringle’s. It says Jingles. And someone has misspelled the word ‘chips’ and spelt it as ‘chops’. So instead of […]
Six Degrees of Customer Separation
Consider yourself for a moment. The first time you saw either of our sites at 5000bc or Psychotactics, did you buy anything? Yeah, sure, so you signed up for a free newsletter. But did you buy? You couldn’t or wouldn’t because of the six degrees In all our testing, all our measurements and weird tracking, […]
How To Fix the experience—then the “fish”
Imagine you went out to dinner. And the wine was just superb; the bread roll with the exact crunch molecules and texture; and the service so impeccable and knowledgeable that you can’t remember when you had service so good. Oh and yeah, the fish you ordered for the main was a bit too salty. What […]
Can Harley Davidson’s Secret Weapon Revitalise Your Marketing?
Imagine yourself in a helicopter over Milwaukee, USA, on the shiny morning of June 13, 1998. You look down casually on the criscrossing tangle of roads on Interstate 94, and then do a doubletake. You can’t believe your eyes. It seems like there are hundreds of moving objects on the highway below. Maybe even thousands. […]
