In share of mind, share of market, and poker, third position is a loser.

On nearly any list, most people can remember the top three with little effort. What if you’re not close to the top?

Thankfully, we don’t see it often, but it is possible to have a negative Conversion Factor, in which your ads COST you sales.

Don’t show signs of buying, salespeople will move on to better prospects. They call this process “qualifying the lead.”

As I headed out the door the Lovely Mrs. McKay handed me a coupon from the new C store in our neighborhood, saying “You’ve got to stop for gas anyway. Here’s a coffee for the road.”

The coupon offered a…

How is marketing dominance achieved? The easiest way is to actually be first. The second way to claim a winning position is to create a whole new mental battlefield and be first to occupy it.

What do people want? Most want to stop hurting. They buy what we sell to alleviate their emotional, or physical discomfort.

In real life we avoid people who talk incessantly about themselves. Do you suppose shoppers avoid advertisers who do the same?