1: “A lot of people enjoy the Geico gecko commercials,” Erik Peterson and Tim Riesterer write in their book Conversations That Win the Complex Sale.

“They’re fun, and they get your attention,” the authors note.

Beyond entertainment, these commercials clearly communicate Geico’s main value proposition in just 30 seconds: “Fifteen minutes can save you 15 percent or more on your car insurance.”

“It’s perfect,” they note. “Simple, specific, and … continue reading