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Storytelling is Selling

Part of selling is storytelling. I was speaking to my VP today about an example I saw from another company that essentially commoditized w...

Storytelling is Selling

Advertising's Basic Purpose

"The only purpose of advertising is to make sales... ...It is not for general effect. It is not to keep your name before the people." Sci...

Advertising's Basic Purpose

Why you're not closing sales

Just to get right to it, it’s really two things: You don’t ask. (No, you don’t) You make the buying too hard Ok, let's break those down f...

Why you're not closing sales

People don't buy video

Through the years we’ve produced over 7000 videos, but I’ve never sold “video” and would never suggest that that’s what we do. I often sa...

People don't buy video

The Blank Storyboard

Nothing in my job as an animator is more intimidating than a blank storyboard. I make my own - a plain sheet of 8.5x11 split into nine re...

The Blank Storyboard

Why I Love Being a Richter Animator

When people ask what I do, I always start out by explaining that I have the best job in the world. It’s a glib line, and it’s meant to be...

Why I Love Being a Richter Animator

Advertising Best Practices

"Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of mill...

Advertising Best Practices

Enthusiasm killer

Nothing kills enthusiasm like indecision. How many times has the thrill of a night out dwindled into a monotonous parade of restaurant su...

Enthusiasm killer

How to find your next customer

When I was in college, I worked for a car dealership in Dallas. One of the brands we sold was Saab. I was talking with my manager one day...

How to find your next customer

The Third Dimension

What is the third dimension? First, a brief and totally factual history lesson: “But suppose we extend the square beyond the two dimensi...

The Third Dimension

Who are you talking to?

Communication is a powerful entity. It can inspire deep emotions, persuade immediate action and invoke uproarious laughter. It can also b...

Who are you talking to?

Get Caught Speeding

I think it goes without saying that when it comes to business, speed is king. You can provide the most amazing products or services in th...

Get Caught Speeding
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