Why Making the Ads Is the Last Thing We Do
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Targeting Through Ad Copy
Attract the kind of clients who will see your business as a blessing. Clients that prefer you to the point of willingly paying a premium for the privilege.
The Common Google PPC Mistake That’s Killing Your ROI
There’s a lot to like about Google Pay-Per-Click advertising. And also a lot to hate about the “Pay-Per-Crack” treadmill...
Can Politics Make Your Advertising Better? Yes! Just Not In the Way You Think…
Want to be able to charge a fat premium for your services and have people willingly pay it?
Two Kinds of Decision-Making
Most of the people going to Starbucks aren’t making a cost-benefit decision. They’re making an identity-based decision.
Images, “Truthiness,” and Forced Participation
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
Showmanship & Transparency
Like most buzzwords “transparency” is most misunderstood by the very people mouthing it most often. The proper way requires transparency AND showmanship.
Creating Powerful Persuasive Video on the Cheap
So many local TV ads end up being “talking head radio,” showing the business owner usually doing a “yell and sell” approach.
Parasocial Influence
You have at least one late night host that you probably feel as if you “know,” even if you’ve never met them. And it’s not just you; it’s all of us — we all have this one-sided relationship with at least some celebrities.
Laphroaig Lamp-Shades the Heck Out of Their Ad
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.
4 Marketing Lessons from The Creative Revolution’s Most Legendary Whisky Campaign
The more creative and powerful the work, the more trust is required.
Coffee and Whisky Marketing — Not So Different
Bond with customers over personality, attitude, and values first.
Six Word Stories
In advertising, it’s not so much what information your words communicate to the prospect, but what experiences they call forth from the prospect.
Make the Logo Smaller?
Advertising creatives and graphic designers groan at a client request to “make the logo bigger.” And both the request and the reaction are entirely understandable.
It Ain’t Always About Creating Better Mass Media Ads
"Our job isn’t to do television commercials. Our job is to solve problems. And it may be that television is the answer, but it probably isn’t the only answer..."