Insights
Why people buy
Most marketing advice tells you what to post and where. This section is about something more durable: the research on why people notice, remember, believe and act — and how to use it without tricking anyone. It’s the thinking behind every campaign and every page of copy we produce, written up properly, with the sources credited so you can go deeper.
Articles
- Insight
Why “grab their attention” stopped working
AIDA was written for an audience that could not leave. Yours can, in a quarter of a second, and it does. What replaces attention as the first job of an advert.Read it → - Insight
The Six Principles of Persuasion
The six psychological principles that shape every sale — explained with examples, and with the line between persuasion and manipulation drawn clearly.Read it → - Insight
How to make a message people remember
Most business messages are forgotten within minutes of being read. Six qualities separate the ones that survive — and every one of them is available to a company with no budget.Read it → - Insight
Why some things spread and yours doesn’t
Word of mouth is not luck and it is not budget. Six ingredients make people pass something on, and a small business can build for every one of them deliberately.Read it → - Insight
The Six Templates of Creative Advertising
Researchers analysed two hundred award-winning adverts and found six learnable patterns behind nearly all of them — here they are, with examples you can borrow.Read it → - Insight
How an idea travels through a market
New things are not adopted by everyone at once. They move through five groups in a predictable order — and knowing which group you are talking to changes what you should say.Read it →
Looking for something practical instead? The guides answer specific questions →
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