Conversion fails for simple reasons. What are you buying? The cloth or the fact that you can boast you went to Barcelona? Labour pains vs. Baby Which of the two would attract you if you were a woman? You’re saying baby, right? But look around you. Every stupid marketer on the planet is selling his […]
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Psychotactics Blog
The Permission To Be Wimpy: Why Talent Seems So Unattainable
Bjorn Borg, master of the wooden tennis racket 🙂 In the early 1970s, men’s tennis was dominated by Americans. In your wildest imagination you would not believe that a Swede would change all that. The name of this Swede was Bjorn Borg. In less than 10 years, Borg made an entire country ‘talented.’ Some of […]
[Continue reading...]Can Anyone Draw Cartoons?
Is this T-Shirt available? If you ask a stupid question, you get a stupid answer. Or if you ask a question that’s engineered to get the answer ‘NO’, then you get the answer ‘NO.’ And most of your education, my education, and everything we’ve learned is engineered around getting a negative answer. But what if […]
[Continue reading...]Music is music—until you recognise the pattern
I may have heard Chopin’s Prelude No.4 a least a dozen times. Or may have never heard it at all. I couldn’t tell you for sure, you see. Because there’s all this classical music playing in the background when I go to hotels. And to airports. And I’m not paying attention. But there was this […]
[Continue reading...]Understanding Pattern-Recognition
I found these books in Spain. They are books on Picasso (as you can tell). Imagine you went to a friend’s house today. You’re in your friend’s kitchen. And you see a chair. And you sit down on that chair. How do you know it’s safe to sit on that chair? But even more interestingly, how […]
[Continue reading...]Why Audience Laughter Isn’t Just “Laughter”
I’ve seen it at presentation after presentation. A speaker will say something funny, and the audience will laugh. Not some pathetic laugh, but a nice big laugh will erupt from the crowd. And the speaker continues speaking, almost cutting out the sound of the laughter. And if you’re a speaker, all you’re doing is being […]
[Continue reading...]The Neuron Dance: How We Get Ideas
Have you ever seen fairy lights on a Christmas tree? Each bulb is connected to each other. Yet if one bulb fuses… The next one seems to fail. And then the chain seems to break. So if you started out with five hundred lights on your Christmas tree, the failure of one bulb could take […]
[Continue reading...]How To Deal With Refunds
How “do” you deal with refunds? Here’s how we deal with refunds. Technically speaking, any product has a 30-60 refund policy. And legally speaking, you’re within your rights to stick to your policy if you choose to do so. After all, when a customer agrees to the purchase policy, they’re “signing a virtual contract”. But […]
[Continue reading...]Why Lack of Frequency Will Cripple Your Business Growth
What’s the most important act you need to do for your business today, tomorrow, and till the year 2025? You need to talk to your customers. You need to talk to your customers on pre-fixed days. You need to talk to your customers on pre-fixed days till the year 2025. And I’ll tell you why. […]
[Continue reading...]Why An Audience Matters (More Than Talent)
I was lousy at marketing. Well, let’s put it this way: I was (and still am) an outstanding cartoonist. And marketing was nowhere close to being my forte. I’d write, but I’d agonise over it. The only thing that kept me going was the audience. Audiences are needed…and not just for those who are struggling […]
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