Hollywood, please stop using “from the studio that brought you …” as a selling point when you promote new movies. It’s disingenuous. It’s ludicrous. It’s like EMI telling people they’ll enjoy Iron Maiden’s “Dance of Death” because it comes from the same label as the Beatles’ “St. Pepper’s Lonely Hearts Club Band.” Let me explain […]

If I can summarize my approach to marketing, it would be this: Benefits beat features. It doesn’t matter if you’re trying to sell water or change the world. Focus on the benefits of your product, service, or idea to make an impact on your audience. A feature simply describes what something does. A benefit describes […]