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# Wizard of Ads - Chicago

## Sitemaps

- [XML Sitemap](https://molsonpartners.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Advertising Has Been Outlawed. Now What?](https://molsonpartners.com/advertising-has-been-outlawed-now-what/) - Let's play a game of "what if"
- [Be Different. Just Like Everyone Else.](https://molsonpartners.com/be-different-just-like-everyone-else/) - Being different is hard. Being distinct is hard. But, it's important. You gotta.
- [Marketing Has a Physics Problem](https://molsonpartners.com/marketing-has-a-physics-problem/) - There are marketing forces you can't see. But, they exist just the same.
- [AI is OK](https://molsonpartners.com/ai-is-ok/) - AI is right for your business, if you don't think your business is terribly special.
- [Emotion in Advertising Equals Dollars in Business](https://molsonpartners.com/emotion-in-advertising-equals-dollars-in-business/) - You competition is dull. I promise. You can be so much better.
- [2024: The Year Digital Becomes "Traditional"](https://molsonpartners.com/2024-the-year-digital-becomes-traditional/) - It's time for digital advertising to abide by the same rules as the grown ups.
- [MYTH: Everyone goes to Google first](https://molsonpartners.com/myth-everyone-goes-to-google-first/) - We only think we go to Google first. What happens when you're not thinking is what really matters
- [Video: Sales Today or Salience Tomorrow? Yes.](https://molsonpartners.com/video-sales-today-or-salience-tomorrow-yes/) - The conjunction is the problem
- [(Anti)Predictions in Marketing for 2024](https://molsonpartners.com/antipredictions-in-marketing-for-2024/) - You thought 5G would change everything. But it didn't. Maybe we should get out of the "prediction" business.
- [The Myth of Marketing Specialists](https://molsonpartners.com/the-myth-of-marketing-specialists/) - Have I worked in your business category? Yes. Always yes.
- [Sales Promotions are Like Fertilizer (Helpful & Dangerous)](https://molsonpartners.com/sales-promotions-are-like-fertilizer-helpful-dangerous/) - Use too much fertilizer and your business will smell like manure
- [Why I Got Fired](https://molsonpartners.com/why-i-got-fired/) - It's ok...I'm still gainfully employed. But there's a lesson here.
- [The Unfortunate Branding of Camp LeJ---e](https://molsonpartners.com/the-unfortunate-branding-of-camp-lej-e/) - Targeting is more expensive than brand-building. Here's why.
- [VIDEO: Why Creative Matters](https://molsonpartners.com/video-why-creative-matters/) - Creative isn't "nice to have." It's something you MUST have.
- [The Fundamentals that Remain](https://molsonpartners.com/the-fundamentals-that-remain/) - I forgot to say something in my last article. Here's the rest of the story.
- [Marketing Predictions for 2023 (?)](https://molsonpartners.com/marketing-predictions-for-2023/) - Let's look into the future. But first, let's debunk the past...
- [Fables are Better than Facts](https://molsonpartners.com/fables-are-better-than-facts/) - A list of facts is just a documentary about your business. Fables are the secret weapon to persuade.
- [But What About the Rest of Us?](https://molsonpartners.com/but-what-about-the-rest-of-us/) - You are ignoring most of your customers.
- [Tips for Businesses to Deal with Inflation](https://molsonpartners.com/tips-for-businesses-to-deal-with-inflation/) - Cutting costs and raising prices went out with disco. Here are some other ideas.
- [The Thing is Never the Thing](https://molsonpartners.com/the-thing-is-never-the-thing/) - The message makes the media work. The media does not make the message work
- [The PROPER Way to Advertise a Sale](https://molsonpartners.com/the-proper-way-to-advertise-a-sale/) - When it's time for a sale... go big, or skip it entirely. No middle ground.
- [Perkolatr.  The Most Important Business App You're Not Using](https://molsonpartners.com/perkolatr-the-most-important-business-app-youre-not-using/) - Perkolatr will change everything. Should you be on it?
- [Happy New Year! When Should You Change Your Advertising?](https://molsonpartners.com/happy-new-year-when-should-you-change-your-advertising/) - If you don’t want to read this whole thing, short answer: Probably never.
- [The Most Controversial Part of Marketing](https://molsonpartners.com/the-most-controversial-part-of-marketing/) - It's not really controversial... but marketers don't seem to like to do it.
- [Talkin' 'Bout Those G-g-g-generations](https://molsonpartners.com/talkin-bout-those-g-g-g-generations/) - Generations, as groups of like-minded people, simply don't exist.
- [What Matters is What's Remembered](https://molsonpartners.com/what-matters-is-whats-remembered/) - There are many things you want people to "know" about your business. But what matters is what's remembered.
- [The Marketing Funnel Cloud](https://molsonpartners.com/the-marketing-funnel-cloud/) - Andy Warhol said, "one day everybody will have their own Marketing Funnel." Today is that day.
- [That'll Do](https://molsonpartners.com/thatll-do/) - Don't advertise "the best" when "that'll do" will do
- [Everyone You Know (is a liar)](https://molsonpartners.com/everyone-you-know-is-a-liar/) - How "Everyone You Know" makes for sloppy research.
- [The Anatomy of an Offer](https://molsonpartners.com/the-anatomy-of-an-offer/) - You can have a successful sale...if you do it right.
- [Philanthropy:  You're Doing it Weird](https://molsonpartners.com/philanthropy-youre-doing-it-weird/) - Large corporations give back over $21 billion to charitable organizations each year. American Express and The Chronicle of Philanthropy say small companies donate an average of 6% of their profits to charity. Giving is good. But philanthropy as a marketing tool is weird. I sincerely believe it begins innocently enough. Good businesses give back. But
- [Most People Don’t Know Most Businesses](https://molsonpartners.com/most-people-dont-know-most-businesses/) - I haven't met you and I already know you have an awareness problem.
- [Are Your Ads Missing Hope? | Wizard's Roundtable](https://molsonpartners.com/are-your-ads-missing-hope-wizards-roundtable/) - It's the easiest element to overlook...but it's the most important.
- [Alsofocuson](https://molsonpartners.com/alsofocuson/) - When you focus on something, what will you sacrifice?
- [How to Spot and Eliminate Digital Ad Fraud](https://molsonpartners.com/how-to-spot-and-eliminate-digital-ad-fraud/) - There's a kind of fraud that comes from lack of transparency from Google and Facebook, a kind of fraud that comes from criminals stealing ad dollars from businesses, and a kind of fraud that could be happening because your digital manager isn't paying attention. It all adds up to a lot of loss for businesses.
- [Show Me the Future](https://molsonpartners.com/show-me-the-future/) - Why go negative when you don't have to?
- [The Growth Plan for HVAC Companies Stuck Between $3-5M (and your biz, too)](https://molsonpartners.com/the-growth-plan-for-hvac-companies-stuck-between-3-5m-and-your-biz-too/) - Let's make your biz grow...
- [The Secret to Increasing Facebook Likes 560% in One Week](https://molsonpartners.com/the-secret-to-increasing-facebook-likes-560-in-one-week/) - It's the secret digital marketers don't want you to know.
- [A Love Letter to Radio (and businesses that advertise anywhere) | ((Repost))](https://molsonpartners.com/a-love-letter-to-radio-and-businesses-that-advertise-anywhere-repost/) - Radio works. Your ad sucked.
- [It’s Mostly Invisible](https://molsonpartners.com/its-mostly-invisible/) - We really have no idea why we do the things we do.
- [How to Get (and keep) Attention | Wizard's Roundtable](https://molsonpartners.com/how-to-get-and-keep-attention-wizards-roundtable/) - Orlando Wood talks about why advertising has an attention problem. And how to fix it.
- [Does the Name Ring a Bell?](https://molsonpartners.com/the-name-rings-a-bell/) - Forget conversions. You probably have an awareness problem.
- [Magical Ad Writing for Everything From Piccolos to Recruitment](https://molsonpartners.com/magical-ad-writing-for-everything-from-piccolos-to-recruitment/) - You have to: 1: Not sound like everybody else 2: Get into somebody's imagination and mess around.
- [Generation Gem and How to Market to Them](https://molsonpartners.com/generation-gem-and-how-to-market-to-them/) - It's a gem of a generation. You wouldn't want to miss 'em!
- [What to Know About SEO | Wizard's Roundtable](https://molsonpartners.com/what-to-know-about-seo-wizards-roundtable/) - Not sure where to start? Start here.
- [About That Price](https://molsonpartners.com/about-that-price/) - You should probably raise your price. Unless you're no different than your competitor. In that case...well - - it's gonna be hard.
- [Why Your Business Should Have a Podcast | Wizard's Roundtable](https://molsonpartners.com/why-your-business-should-have-a-podcast/) - You have an opportunity to build an intimate relationship with your super-fans.
- [More Lincoln  Less Stinkin'](https://molsonpartners.com/more-lincoln-less-stinkin/) - This isn't a marketing article
- [How Company Culture Improves Your Marketing | Wizard's Roundtable](https://molsonpartners.com/how-company-culture-improves-your-marketing-wizards-roundtable/) - A broken culture can completely negate a marketing campaign.
- [You’re Local.  Who Cares?](https://molsonpartners.com/youre-local-who-cares/) - This might sting a bit...but hear me out.
- [How to Have an Effective Brainstorming Meeting | Wizard's Roundtable](https://molsonpartners.com/how-to-have-an-effective-brainstorming-meeting-wizards-roundtable/) - How to brainstorm like the pros.
- [Media Agnosticism](https://molsonpartners.com/media-agnosticism/) - Don't think about where to advertise until you have a solid handle on what you’re advertising.
- [Is Lifetime Customer Value Still Important? | Wizard's Roundtable](https://molsonpartners.com/is-lifetime-customer-value-still-important-wizards-roundtable/) - For most businesses, the answer is "yes."
- [Change the Name, Change the Results](https://molsonpartners.com/change-the-name-change-the-results/) - If you sell a commodity that's named the same thing everyplace else, give yours a better name.
- [Use a Screenwriter's Trick to Make Memorable Ads | Wizard's Roundtable](https://molsonpartners.com/use-a-screenwriters-trick-to-make-memorable-ads-wizards-roundtable/) - In this episode, Peter Nevland and Johnny discuss Character Diamonds. This is a technique created by David Freeman, advisor to several dozens of hit TV shows and movies and creator of the Beyond Structure class. Deploying these same tactics in your advertising will not only make your commercials more memorable, but you'll also create a
- [Win Now.  Win Later.](https://molsonpartners.com/win-now-win-later/) - The war between long-term and short-term advertising is a false choice.
- [A Love-letter to Radio Sales from 3 Ex-Production Directors](https://molsonpartners.com/a-love-letter-to-radio-sales-from-3-ex-production-directors/) - I want to challenge radio to stop being an industry of C students.
- [What is Your Price Tag Advertising?](https://molsonpartners.com/what-is-your-price-tag-advertising/) - The price tag advertises quality.
- [Long Ads, Short Ads, and Creating Viral Videos | Wizard's Roundtable](https://molsonpartners.com/long-ads-short-ads-and-creating-viral-videos-wizards-roundtable/) - Long ads vs short ads and how to create viral videos (or do you?)
- [They Hate My Ad! (Now what?)](https://molsonpartners.com/they-hate-my-ad-now-what/) - Magnets both attract and repel. It’s what magnets to. If you’re not repellin’, you’re probably not attractin’.
- [McMann & Tate: Worst Ad Agency Ever](https://molsonpartners.com/mcmann-tate-worst-ad-agency-ever/) - You can't see your business as it is. You can't unknow what you already know.
- [Mistakes aren’t wrong.  Wrong isn’t a mistake.](https://molsonpartners.com/mistakes-arent-wrong-wrong-isnt-a-mistake/) - Don’t make those commercials too slick. People will slide right off.
- [Twelve Most Common Mistakes in Advertising - Roy H. Williams](https://molsonpartners.com/twelve-most-common-mistakes-in-advertising-roy-h-williams/) - These 12 mistakes were penned by Roy Williams in The Wizard of Ads, ch 35, pp. 79-81 1. The desire for instant gratification The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires. Such ads are of little use in
- [Formulas and Recipes](https://molsonpartners.com/formulas-and-recipes/) - Formulas are fixed. Recipes are malleable.
- [The Deception of Earholes and Eyeballs](https://molsonpartners.com/the-deception-of-earholes-and-eyeballs/) - Advertising is a memory game. You remember the things that are repeated often.
- [This Never Works](https://molsonpartners.com/this-never-works/) - "How did you hear about us" will never give you the answer you're looking for.
- [Same Same Sameity Same Same](https://molsonpartners.com/same-same-sameity-same-same/) - Psychologists call it habituation. Marketers call it the enemy.
- [Actually, Most Things Will Be the Same](https://molsonpartners.com/most-things-will-be-the-same/) - The world will change...but not much
- [Basically the Basics](https://molsonpartners.com/basically-the-basics/) - Your brand is an invisible link between your company and your product category.
- [Say This.  Not That.](https://molsonpartners.com/say-this-not-that/) - Welcome aboard folks, and don’t worry…that problem with the flaming engine yesterday has been completely repaired.
- [What Now? What When? Marketing Through a Pandemic](https://molsonpartners.com/what-now-what-when-marketing-through-a-pandemic/) - What do you want people to know about you after we get through this?
- [I'm Proud of You (Us)](https://molsonpartners.com/im-proud-of-you-us/) - I’m proud you’re showing us there is more good than bad.
- [Digital Marketing's Death Spiral](https://molsonpartners.com/digital-marketings-death-spiral/) - The divide is gone. The boundaries have been erased. Digital Marketing is dead.
- [Dave Said What?](https://molsonpartners.com/dave-said-what/) - What made David Packard say "Marketing is too important to be left to the marketers?"
- [Business is Not a Football Game](https://molsonpartners.com/business-is-not-a-football-game/) - Your customer doesn’t care about your competitors, industry trends, or internal policies. So, why do you?
- [Enlightenment Is Not Just One State](https://molsonpartners.com/enlightenment-is-not-just-one-state/) - Denote simple fat denied add worthy little use. As some he so high down am week. Conduct esteems by cottage to pasture we winding. On assistance he cultivated considered frequently. Person how having tended direct own day man. Saw sufficient indulgence one own you inquietude sympathize. Of friendship on inhabiting diminution discovered as. Did friendly
- [You know you’re in love when you can’t fall asleep](https://molsonpartners.com/you-know-youre-in-love-when-you-cant-fall-asleep-because-reality-is-finally-better-than-your-dreams/) - You vexed shy mirth now noise. Talked him people valley add use her depend letter. Allowance too applauded now way something recommend. Mrs age men and trees jokes fancy. Pretended engrossed eagerness continued ten. Admitting day him contained unfeeling attention mrs out. Refrigerated Treats Can Make For A Cool EventProducing Perfume From HomeEnlightenment Is Not
- [Video Games Playing With Imagination](https://molsonpartners.com/vasectomy-reversal-review/) - Led ask possible mistress relation elegance eat likewise debating. By message or am nothing amongst chiefly address. The its enable direct men depend highly. Ham windows sixteen who inquiry fortune demands. Is be upon sang fond must shew. Really boy law county she unable her sister. Feet you off its like like six. Among sex
- [What Makes A Hotel Boutique](https://molsonpartners.com/what-makes-a-hotel-boutique/) - On recommend tolerably my belonging or am. Mutual has cannot beauty indeed now sussex merely you. It possible no husbands jennings ye offended packages pleasant he. Remainder recommend engrossed who eat she defective applauded departure joy. Get dissimilar not introduced day her apartments. Fully as taste he mr do smile abode every. Luckily offered article
- [Comment On The Importance Of Human Life](https://molsonpartners.com/comment-on-the-importance-of-human-life/) - Those an equal point no years do. Depend warmth fat but her but played. Shy and subjects wondered trifling pleasant. Prudent cordial comfort do no on colonel as assured chicken. Smart mrs day which begin. Snug do sold mr it if such. Terminated uncommonly at at estimating. Man behaviour met moonlight extremity acuteness direction. Unpacked
- [Do Your Self Realizations Quickly Fade?](https://molsonpartners.com/do-your-self-realizations-quickly-fade/) - Old education him departure any arranging one prevailed. Their end whole might began her. Behaved the comfort another fifteen eat. Partiality had his themselves ask pianoforte increasing discovered. So mr delay at since place whole above miles. He to observe conduct at detract because. Way ham unwilling not breakfast furniture explained perpetual. Or mr surrounded
- [Enhance Wellness By Doing Something Different With Nlp](https://molsonpartners.com/enhance-wellness-by-doing-something-different-with-nlp/) - Was drawing natural fat respect husband. An as noisy an offer drawn blush place. These tried for way joy wrote witty. In mr began music weeks after at begin. Education no dejection so direction pretended household do to. Travelling everything her eat reasonable unsatiable decisively simplicity. Morning request be lasting it fortune demands highest of.
- [What if it's Not Advertising?](https://molsonpartners.com/what-if-its-not-advertising/) - "Before you blame (or praise) your advertising – consider these other, very-much-marketing-related, items" The disproportionate weight given to ads has led many businesses astray. Advertising, the outward communication coming from your company, is just one part of Marketing. But advertising gets the most attention. It’s the sexy part. The part you get to see,
- [Media Perceptions VS Reality [Video]](https://molsonpartners.com/media-perceptions-vs-reality-video/) - Maybe what you think is happening...isn't happening In this video, I look at the media people think works the best, compared with analysis of what does work the best. Links to studies referenced; Ebiquity study: Re-evaluating Media Westwood One/Edison Research: Share of Ear Q3 2018: Advertiser Misconceptions Interactive Advertising Bureau (IAB)
- [Getting the Word Out About Your Business](https://molsonpartners.com/getting-the-word-out-about-your-business/) - "A good strategy takes months to come up with, and 10 seconds to explain." When a business dips its toe into advertising waters, the noble hope is to “get the word out.” We just gotta “get the word out.” What word? Seriously think about that. What word (or words) are you trying to “get
- [If Only They Knew How Awesome I Am...](https://molsonpartners.com/if-only-they-knew-how-awesome-i-am/) - You have to admit that nobody cares about you. While no business owner has ever said those exact words to me, the sentiment is there nonetheless: “See, the average consumer just doesn’t get it. They don’t care. They just look at the price, and that’s it. I think we need to teach people that
- [You Don't Look Like Yourself](https://molsonpartners.com/you-dont-look-like-yourself/) - Got a look? Don't mess with it. “Well, in the newspaper I have a coupon for 30% off your first visit. My website is a template from Shopify, that’s really for the Millennials. I have radio ads on that “listen-at-work” station talking to soccer moms, and my billboard is a picture of my granddaughter.
- [Pumpkin Spice Marketing](https://molsonpartners.com/pumpkin-spice-marketing/) - Rare, Remarkable, and have a Reason Planters has pumpkin spice almonds. Kahlua offers pumpkin spice rum. There’s pumpkin spice Life cereal. Pumpkin spice Oreos. Pumpkin spice dish soap from Mrs. Meyer’s. And for $160, Saucony.com will sell you a pair of pumpkin spice running shoes. Starbucks is the likely epicenter of the annual pumpkin
- [That's Not Gonna Work](https://molsonpartners.com/thats-not-gonna-work/) - “That’s not gonna work.” Try it anyway. “It’s too risky.” Take the risk anyway. “We’ve never done it that way.” Do it that way now. “What if people laugh?” Make sure they laugh ‘till their sides hurt. “I’m not sure about this.” There’s only one way to find out. “We tried that before.”
- [Men Don't Eat Salad](https://molsonpartners.com/men-dont-eat-salad/) - If you buy the story, and the story is your story, you buy the product. When identifying who your customer is, you must also know who your customer isn’t. It’s a painful, seemingly impossible, process. Why would any sensible business person ever suggest there are people that they don’t want to be a customer?
- [Funnels and Pipes](https://molsonpartners.com/funnels-and-pipes/) - Where am I strong… Where am I weak? Where are you losing your customers? Advertising may help, but your issue may be down-funnel. The classic sales funnel--- Awareness –> Interest –> Desire –> Action (AIDA) ---is still as relevant and accurate today as it was when E. St. Elmo Lewis introduced it over 120
- [It's a Book!](https://molsonpartners.com/its-a-book/) - A page turner from cover to cover! Stories, methods, and thought starters on making your very own ad campaign show up in my first book Campaign-O-Matic!: How Small Businesses Make Big Ad Campaigns. The book is available in hardcover and eBook where ever you like to get books. Here's a handy-dandy link. Hope you enjoy
- [How to be Smart in 5 Words](https://molsonpartners.com/how-to-be-smart-in-5-words/) - Ideas are not perfect. They’re just ideas. We are told in brainstorming meetings to “keep it positive,” and “all ideas are good ideas.” If someone has an idea, you say “Yes, and…!” But there is a pernicious little cockroach who shows up disguised as a guardian angel. He’s protecting you from yourself, and in
- [Always Pay the Busker](https://molsonpartners.com/always-pay-the-busker/) - Accountants, chiropractors, car dealers, and roofers all need a little busker in them. A busker gets up in the morning with one mission: Make something remarkable. Ya gotta love that. Well, you don’t “gotta,” but you oughta. Seth Godin has written a few times about the similarities between a busker and a business. Both
- [Marketing > Advertising](https://molsonpartners.com/marketing-advertising/) - Advertising is part of marketing. Marketing is not advertising. As a business owner, you are peppered with purveyors of advertising regularly. They’ll tell you “YouTube is better than billboards.” “Pandora is better than TV.” “Facebook is better than radio.” “Radio is better than newspaper.” “This new thing is better than that
- [Nows or Laters?](https://molsonpartners.com/nows-or-laters/) - you just told them to give up on you People are in the market to buy what you’re sellin’ today. There are also people who are not shopping right now, but they will need you someday. Have you chosen which group to speak to? The “Nows” are very attractive because they have money
- [C. F. Hathaway’s Formula for Maximizing a Small Ad Budget](https://molsonpartners.com/c-f-hathaways-formula-for-maximizing-a-small-ad-budget/) - The less money you have, the more curious energy your ad needs. A tiny men’s shirt company in Waterville, Maine was hidden by the shadow of giants. By the time they hired Dave to help with advertising, post-war ready-made factory shirts were dominating the racks of department stores. In short, the company was (literally)
- [Why Does Google Advertise on TV?](https://molsonpartners.com/why-does-google-advertise-on-tv/) - Google knows what you should. They can’t make it without mass media. The roll out of Google’s Pixel 2 smartphone in October 2017 was greeted with substantial TV, billboard, and magazine advertising. Does that strike you odd? Does it seem strange that the company that virtually owns every single move you make on the
- [Making it to Milwaukee on 10 Gallons of Gas](https://molsonpartners.com/making-it-to-milwaukee-on-10-gallons-of-gas/) - Your destination is Milwaukee. You have 10 gallons of fuel and 4 vehicles. You could put 2.5 gallons in each tank and “see what happens.” Or, put all 10 gallons in one tank and have a chance at making it. You already know the answer. There are more than 4 advertising "vehicles" out there. It’s
- [How to Talk to Millennials](https://molsonpartners.com/how-to-talk-to-millennials/) - “But, how do I reach the Millennials?” That’s THE marketing question of the past 5 years. You MUST talk to the Millennials. But, how? I will now share with you a technique that cannot fail. It is the only way to talk to Millennials so they will listen, become engaged, and become your customer.
- [December 31st 6:43 PM](https://molsonpartners.com/december-31st-643-pm/) - It’s a process everyone goes through, whether it’s a friend, a business proposition, or a new lover. When I’m asked when a new ad campaign will start working, my answer is always December 31st, 6:43 PM. January 1st Your campaign is born. March 18th New customers are getting to know you.
- [Finding Humility](https://molsonpartners.com/finding-humility/) - You will never be your customer, and you will never see your company through your customer's eyes. Your business is your baby, and your child can do no wrong. Even if your kid does wrong, she probably had a good reason for it. This unconditional spirit is appropriate for a parent, but it becomes
- [If You Stand for Nothing, What’ll You Fall For?](https://molsonpartners.com/if-you-stand-for-nothing-whatll-you-fall-for/) - ...standing for something also means standing against something. JOHN LAURENS: Burr, the revolution’s imminent. What do you stall for? ALEXANDER HAMILTON: If you stand for nothing, Burr, what’ll you fall for? Seven minutes into Lin-Manuel Miranda’s masterpiece Hamilton, the forgotten founding father lands a philosophical blow to the man who would eventually cut
- [How to Build a Strategy](https://molsonpartners.com/how-to-build-a-strategy/) - In last week’s article, I told you How to Build a Cathedral. Your campaign (cathedral) is made up of many ads (bricks) that have been arranged according to a strategy (or blueprint). That’s not the hard part. The hard part is coming up with that strategy. You develop a strategy with 3 deceivingly easy
- [How to Build a Cathedral](https://molsonpartners.com/how-to-build-a-cathedral/) - If you try to be known for everything, you end up being known for nothing. Advertisements stand alone. Campaigns are a string of advertisements with a golden thread between them. A brick is a rectangular block of clay and shale. A Cathedral is the assemblage of many bricks in a predefined pattern. Business owners
- [I'm Awesome (No you're not)](https://molsonpartners.com/im-awesome-no-youre-not/) - Don’t expect the customer to connect the dots with your boring biography. You’re at a cocktail party, dreading the innocuous small talk. A toothy, over tanned, hair gelled gentleman catches your eye and it’s over. Trapped in his tractor beam, you know he doesn’t have an “elevator pitch,” ...you’re takin’ the stairs. “I’m the
- [The Magical Mythical Maze of Online Advertising](https://molsonpartners.com/the-magical-mythical-maze-of-online-advertising/) - You can’t reach the masses by targeting online. Online is pretty nifty. Six Degrees of Separation is now down to about 3.5 degrees. It’s faster than instantaneous. I sit in my office and do work for companies in China, Namibia, and Brazil. You can advertise to everyone for free! Woops… hang on… that last
- [What Fireworks Can Teach You About Advertising](https://molsonpartners.com/what-fireworks-can-teach-you-about-advertising/) - If you are always having a sale, then you’re never really having a sale In the U.S., fireworks always show up on July 4th. They sometimes show up on New Year’s Eve. They occasionally appear after a home team home run. I think fireworks are pretty cool. If they’re so nifty and always
- [[Video] Speaking the Language of the Customer](https://molsonpartners.com/video-speaking-the-language-of-the-customer/) - "The customer rarely buys what the business thinks it's selling" Filmed in the Wizard of Ads studios in Austin, TX for The American Small Business Institute https://youtu.be/sZAq5qiZV4E
- [Well, I should hope so...](https://molsonpartners.com/well-i-should-hope-so/) - Being friendly and good isn’t special. It’s normal. It’s expected. Today, I give you a foolproof test that will determine if you are saying interesting things in your advertisements. The primary job of an ad is to convince me that your company is offering something I didn’t realize I need. Something that might
- [The Best Idea is the Second One](https://molsonpartners.com/the-best-idea-is-the-second-one/) - Your brain, in all its efficiency, will give you the gift of an idea as promptly as possible. Other people’s brains are doing that too. The universe has trained us all to take the path of least resistance. The low hanging fruit is fruit just the same. Lions eat the slowest gazelle because it’s
- [Toothbrush Paralysis](https://molsonpartners.com/toothbrush-paralysis/) - You are living in the age of overchoice. Time to buy a new toothbrush. An ominous dread washes over me. I didn’t put this on my calendar. Do I need to close up shop for half a day? For the love of Mike, don’t text me right now. I need to focus. There are
- [Advertising is No Place for Manners](https://molsonpartners.com/advertising-no-place-manners/) - Yes or no questions invite the customer to say "no." Are you the kind of person who begins your ads with a question? Are you looking for a new way to engage people so they pay attention? Are you aware that you are giving people a reason to exit your ad before they even
- [Where is Your Crack?](https://molsonpartners.com/where-is-your-crack/) - Don't make those commercials too slick... people will slide right off. Philadelphia is home to an iconic symbol of The United States of America. The Liberty Bell sits in Independence Hall, cracked. It split on its very first ding. Each year, a million people go look at a busted bell. Have you ever seen
- [The (Non-Existent) Marketing Formula](https://molsonpartners.com/non-existent-marketing-formula/) - Welcome to the intersection of faith and fact. The messy truth of marketing is this: If there were a formula, everyone would be using it. You would simply plug a number into a spreadsheet, and *poof,* you have a formula. The marketing line in your budget often confounds accountants for this reason. How can
- [What Penguins Know About Marketing](https://molsonpartners.com/penguins-know-marketing/) - People will come with new ideas. Thank them politely, and move on. They’re persistent little buggers. They nest. They walk over 150 miles to get food. Walk back the same distance. Almost always to the same mate. That’s commitment. You could probably use a little penguin mentality in your marketing. A major part of
- [Why Your Marketing is Backwards](https://molsonpartners.com/why-your-marketing-is-backwards/) - Instead of making a product to sell to customers, ask what the customer wants, and then make the product. “Build a better mousetrap and the world will beat a path to your door,” is the charge given to a business. If one business is building a thing, and another one builds a better thing,
- [There's More Than One Way to Skin a Cat](https://molsonpartners.com/theres-one-way-skin-cat/) - You cannot apply a formula to a jewelry store that you used for a plumber. In the mid-1800s “skinning cats” was a thing people did, apparently. “’There are more ways than one to skin a cat,’ so are there more ways than one of digging for money,” first appeared in the 1840 tome The
- [There is No Such Thing as the Internet](https://molsonpartners.com/no-thing-internet/) - "Wine is still wine from the barrel, to the bottle, to the glass" Radio does not exist. Television does not exist. Pandora, billboards, podcasts and direct mail? They do not exist. Entertainment. Communication. Persuasion. Those are the only things that exist. People consume information though a medium called “newspaper” or “Twitter,” but it is
- [Thou shall not covet thy neighbor's ads](https://molsonpartners.com/thou-shall-not-covet-thy-neighbors-ads/) - The campaign must grow out of what makes you unique. By that definition alone, copying an existing commercial is foolhardy. “We begin coveting what we see every day.” Dr. Lecter’s words jabbed at Agent Starling. “Don't you feel eyes moving over your body, Clarice? And don't your eyes seek out the things you
- [Good vs Best:  Superlatives That Kill](https://molsonpartners.com/good-vs-best-superlatives-that-kill/) - "We’re not looking for the best. ...we are looking for something good enough right now." “We have the best employees with the best service and the highest quality products at the easiest location in town with the largest parking lot in the industry.” Ad writers loooove superlatives. Biggest. Greatest. Best. Most. Cheapest. If it
- [Logic is the most illogical way to advertise](https://molsonpartners.com/logic-illogical-way-advertise/) - Your brain already made a choice before “you” are conscious of it. “Just tell ‘em the facts.” Seems a reasonable request. “I just want to educate the consumer.” Aaaand that’s where it breaks down. Nobody asked to be educated. Today is not the day people woke up craving a degree in dental health or
- [How’dja Hear About Us?  Advertising’s Chinese Finger Trap](https://molsonpartners.com/howdja-hear-about-us-advertisings-chinese-finger-trap/) - Surely you can identify “how you first heard about them.” Except… you can’t. “Thank you for calling Snapnpop Chiropractic” “I’m in pain. I need an appointment.” “I’ll be happy to help you, sir. But first, I need you to take our marketing survey. Where did you hear about us?” “I need an appointment.
- [The Creative Paradox:  Failure IS an option](https://molsonpartners.com/the-creative-paradox-failure-is-an-option/) - Celebrate the person who tried and skinned her knees. "Innovate!" goes the battle cry. "We need to get us some of that innovation." As if, perhaps, there's an aisle at Office Max where one can go pick some up. We admire the lore of Steve Jobs and ache for one-tenth of a Mark
- [And Don't Forget the Paprika...](https://molsonpartners.com/and-dont-forget-the-paprika/) - You owe it to your company to make the bubble in the level just a hair off. Sometimes it’s used to simply add color to food. I’ve heard it said that quaint European cafes will have it on the table in the place of salt and pepper, though I’ve not seen that. Paprika has
- [When ratings lie, cheat, and break your heart.](https://molsonpartners.com/when-ratings-lie-cheat-and-break-your-heart/) - It's a very reasonable question. The answer was heartbreaking. Dear (major ratings company), Does (major ratings company) have any data to show a ratio of increased results when moving to an outlet with a larger audience? I.E., if we increase reach by 10%, will the advertiser see a 10% increase in return on investment? Less?
- [Making a Super Bowl size advertising mistake](https://molsonpartners.com/a-super-bowl-marketing-mistake/) - Be remarkable and disrupting... more than once "Oh, sure," the business owner says, "those ads in the Super Bowl are creative but nobody ever remembers what the ad was for!" This oft heard complaint is usually followed with the jaw dropping price that major brands pay to be on the Super Bowl. To some extent, the anecdote is
- [I will push you off a cliff](https://molsonpartners.com/i-will-push-you-off-a-cliff/) - Never confuse marketing with advertising. You are standing on the edge of a cliff. If you go straight out and soar, the view and experience will be breathtaking. If you plummet straight down, you die. Advertising is the thing that runs up behind you and pushes you off. Marketing is the thing that makes
- [Marketing is hard.  Except when it's not](https://molsonpartners.com/marketing-is-hard-except-when-its-not/) - Stop me if you’ve heard this one before: Focus your message. Al Ries, David Ogilvy, Harry Beckwith, Roy Williams, Leo Burnett, Chris & Chip Heath, Chuck Mefford… pick your favorite marketer from any decade, and they have likely insisted that you “focus your message.” How hard can that be? For the feisty business owner,

## Pages

- [Johnny Molson](https://molsonpartners.com/) - how far can we grow together? OUR INCOME RISES ONLY WHEN YOURS DOES ⬇⬇ Pretty Good Advice You Should Use ⬇⬇ Advertising Has Been Outlawed. Now What? Let’s play a game of “what if” Keep reading » Be Different. Just Like Everyone Else. Being different is hard. Being distinct is hard. But, it’s important. You
- [Articles & Advice](https://molsonpartners.com/elementor-4606/) - Articles and Advice Advertising Has Been Outlawed. Now What? Let’s play a game of “what if” Read More » August 12, 2026 No Comments Be Different. Just Like Everyone Else. Being different is hard. Being distinct is hard. But, it’s important. You gotta. Read More » July 10, 2026 No Comments Marketing Has a Physics
- [What We Believe](https://molsonpartners.com/what-we-believe/) - We believe in the 5.91 million American businesses reported by the US Census that have more than 1, but fewer than 100 employees. We believe in courageous owner-operators. We believe the message makes the media work; the media does not make the message work. We believe in reaching the influencers, not just the target customer.
- [Podcast & Video Essays](https://molsonpartners.com/podcast-video-essays/) - Marketing Musings Video Essays Advertising Has Been Outlawed. Now What? Be Different. Just Like Everyone Else. Marketing Has a Physics Problem AI is OK Emotion in Advertising Equals Dollars in Business 2024: The Year Digital Becomes "Traditional" MYTH: Everybod Goes to Google First Sales Now or Salience Tomorrow? Yes. (Anti)Marketing Predictions for 2024 Load More...
- [Contact](https://molsonpartners.com/contact/) - Got a question? Want some info? Please reach out. Please enable JavaScript in your browser to complete this form.Please enable JavaScript in your browser to complete this form.Name *FirstLastBusiness Name *Email *Website / URL * / owner? URL Business Size *Are you the business owner? *Yep!Nope!What can I help
- [Campaign-O-Matic](https://molsonpartners.com/campaign-o-matic/) - Here’s a book packed with quick-n-easy essays designed to help family-sized businesses market like the big cats. If you’re serious about caring for your company’s marketing, I’d like you to have a copy. My treat. Please enable JavaScript in your browser to complete this form.Please enable JavaScript in your browser to complete this form.Business Name
- [Meet With Johnny](https://molsonpartners.com/meet-with-johnny/) - Meet with Johnny Sweet! You’re in. Just pick a date, brush your hair, turn on your camera, and I’ll see you on Zoom.
- [IntroductionMeeting](https://molsonpartners.com/introductionmeeting/) - ONE QUICK QUESTION Please enable JavaScript in your browser to complete this form.Please enable JavaScript in your browser to complete this form. business owner the Are you the business owner *Yep!NopeSubmit

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