Ira’s third video on storytelling is by far the most popular. He's describing the positive side of the Dunning-Kruger effect. I think this video speaks to: Linear, no-threshold thinking, Minimum Effective Dose, and Cumulative Effect.
“The amount of time finding the decent story is more than the amount of time it takes to produce the story… I think that, like, not enough gets said about the importance of abandoning crap.”
The first video covers Ira’s two basic building blocks of storytelling: the Anecdote and the Moment of Reflection. And in advertising terms, these are roughly analogous to Relevance and Credibility.
In many businesses, what most customers are really buying is transformation. Groundhog Day plays to three very powerful psychological dynamics you can use to captivate and convert.
You’re thinking about buying something and an acquaintance says, “Don’t do it; I bought that / hired them and it was a total waste of money. I got screwed.” Generally speaking, we believe them.
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.
There are two types of business owners: (1) Those who just want to run a profitable, stable business that funds a quality lifestyle, and (2) Aspiring empire builders with visions or building something much, much bigger.
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
I’m not talking about a campaign that has run for 50 years, I’m talking about a single ad that still runs to this day and still drives results. So what’s behind the magic?
We can use the recruiting spot to sneak messages into the minds of eavesdroppers that might have “bounced off” of skepticism had they appeared in a “regular” ad.
The only people who care about adequate frequency are people who are actually measuring, tracking, and being paid for the effectiveness of their work.
If you’re new to mass media advertising, THE question you’re likely asking yourself is: “Does this stuff really work? Does it really drive huge success, in a reliable repeatable way?"
"Like McDonald’s, Carl’s Jr. ads showed a big, nicely stacked burger on TV. Unlike McDonald’s, however, Carl’s Jr. would then deliver a charbroiled product that looked like a sloppy, drippy mess."