We love to think people buy the best product. They don’t. They buy from whoever looks like they know what they’re talking about. Take this example: you have a headache.…
Authority is not automatic. You create it. It can come from your dressing. It can come from your brand design. It can come from endorsements, associations, certifications, or even just…
Every human being has a bias toward authority. We listen to uniforms, to titles, to people who look like they know. This is why businesses with weak products can still…
Every human being has a bias toward authority. We listen to uniforms, to titles, to people who look like they know. This is why businesses with weak products can still…
Imagine opening your doors on Monday and by Friday having 1,000 people who already know your product exists. That’s what paid ads can do. Many small businesses shy away from…
The foundation every serious entrepreneur needs before chasing growth. If you’re a small business and you want leads, you don’t need a hundred strategies. You just need two, paid ads…
It’s easy to get caught up in conversion rates. “We’re at 20%, if we can get to 30%, we’ll be unstoppable.” But here’s the truth: obsessing over percentages can distract…
