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The Experience Economy

Millennials, generally considered those born between 1980 and 199 and America’s largest generation by population, are soon to enter their earning prime. With a majority of this generation now in the workforce, they currently command an estimated $1.3 trillion in...

Strength of the Herd

There’s a natural tendency for humans to copy one another, even without realizing it. We like to be part of tribes and social communities. When we notice that our social circle is doing something, we tend to follow suit. One great way to make an offer more...

Limited time only! Act Now! Learn to Square Dance!

As a follow-up to my thoughts on scarcity creating value.  Here are three tips for getting the most from advertising limited-time offers: Highlight the end date. Don’t hide the date in tiny legal mumbo jumbo. Make sure people see it. Call attention to it with bold...

The Scarcity of a Resource and its Value

Scarcity of a resource increases its value. Unless, that is, we’re talking about square dance lessons. Most clubs offer lessons once per year. Instead of using this as a selling point, far too many are apologetic about this fact. In marketing, consider these two...