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
Six reasons people say yes
Four decades of persuasion research, applied to a small business — and 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
Six patterns behind adverts that work
Researchers analysed 200 award-winning ads and found nearly all of them follow six repeatable patterns. Here they are, with examples you can use.Read it →
Looking for something practical instead? The guides answer specific questions →
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