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.
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.
"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..."
Contrary to what some social media experts presume, not every business sells things that people like talking and learning about.
Every customer who was going to buy from you, but who then decides to take his business elsewhere represents far more than a lost sale.
5s are associating you w/ moment of need -- heavy on recall cues & repetition required for classical conditioning. 60s create bonding & emotion.