Doubling Down on Schtick That Sticks
It’s been over 40 years — and I can still sing the lyrics. Here are my quick and dirty takeaways.
Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
Lead researcher, Neil G. MacLaren, set out to test the “Babble Hypothesis.” Turns out, there’s a deceptively simple answer.
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix your flooded house?
Forget TL;DR — it’s TB;DC you gotta worry about!
The art of ad writing requires the creation of ads that work even for an audience that’s half-paying attention.
Piña Coladas & Persuasion
This is what separates the heroes from schmoes in branding: The ability to use entertainment & humor to drive home the message, rather than obscure it.
What’s Working Well?
Ever heard the phrase: “Don’t know what you’ve got, ‘till it’s gone”? Reinforce the right stuff, and you’ll get more of it. It’s a natural law of the universe.
The Five Elements of Fame
Experts on marketing effectiveness determined that Fame is the most important element for producing extraordinary ROI.
The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
6 Degrees of Benjamin Franklin
Doing business with — making yourself vulnerable to — a complete stranger feels bad. Nobody wants to put themselves in that situation.
Top Gun & The Tale of 2 Super Bowl Ads
While Tony Scott's Top Gun was the highest-grossing film of the year, his 1985 Super Bowl spot is regarded as Apple's worst ad ever.
Do Your Ads Obey the Law?
The first law of advertising is quite simple: Thou Shalt Not Be Boring! And there are really only two ways to avoid breaking that law.
The Grass Is Always Greener on the Side That’s Fertilized…
Of course, you can’t fertilize weeds and get lush, green grass. In advertising terms, you have to start with the truth.
Not Just What, But When
When it comes time to buy, the customer's priorities change. She might well buy from whichever store offers same-day delivery and installation.
Adding Story-Doing to Your Story Telling
Imagine somebody wants to document your (presumably) unique company culture. You invite her to one of your morning meetings. Now, does her observation confirm or contradict your ads?