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..."
Social Media Strategies for Ugly Duckling Businesses
Contrary to what some social media experts presume, not every business sells things that people like talking and learning about.
Use All The Clichés — Just Tell ‘Em Slant
“Kill all clichés and ad speak” — standard, Ad Writing 101 advice. Good advice — certainly not wrong. It’s just not very helpful.
The Truth About “Creativity” In Advertising
In stark contrast to the notion of a “spoonful” of entertainment, most ads from highly successful branding campaigns are two-thirds to ninety percent entertainment.
Direct Response Vs. Branding – The Real Difference
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
Snatching Defeat from the Jaws of Victory
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.
The Pros & Cons of Comparative Advertising
Should your ads directly attack your competition? Should they make direct comparisons between your product and service and the competitors?
The Modular Marketing Magic of Brandable Chunks
Done right, Brandable Chunks will shape and reframe how people perceive your company. Just like they changed a behind-the-times whisky into a badge of masculinity and tradition.