Humans Are Wired To Love Lies

We are wired to love lies. If we weren’t, the race would have died out long ago. It’s easy to lie to people and get away with it—even profit from it—because humans are primed to believe lies.  Animals are harder to lie to, and they will believe only a very...
The 40-40-20 Rule Will CRASH Your Campaign!

The 40-40-20 Rule Will CRASH Your Campaign!

The 40-40-20 Rule Is All Wrong! So is the 40-30-30… and the 30-30-40. All those rules that try to create a formula for the importance of the elements in an advertising campaign are all wrong. It’s easy to understand why. Imagine your marketing campaign is an expensive...
The Ol’ Blank Envelope Scam

The Ol’ Blank Envelope Scam

I got another blank envelope in the mail today.  It had the name of a nondescript company I’ve never heard of and the urgent message: Immediate Response Requested. Other than that, nothing. Not a word. I can imagine the concept meeting for this work of genius: “Our...