Combining Long & Short Ads to Stretch Your Ad Budget
5s are associating you w/ moment of need -- heavy on recall cues & repetition required for classical conditioning. 60s create bonding & emotion.
Participatory Advertising & Traditional Media
The most powerful participatory ads are ones that force MENTAL participation from the audience. Ads that cause the audience to connect the dots themselves. To fill in the blanks.
Theatre of the Mind – Why Your Radio Ads Need It
With the right sound effects, listeners have no choice but to visualize the scene you set forth for them. It will be a purely reflexive, automatic reaction.
The Advertising Magic of Mirror Characters
The first two of the Three Little Pigs are mirror characters. You only appreciate the third pig’s success after witnessing the failures of the first two.
Wizard Chat # 4
Psychologists refer to it as "narrative transportation." If you can transport listeners into the story, the ad becomes more persuasive.
Super-Hero Advertising — The Power of Your Genesis Story
Starting with Superman and extending to every superhero thereafter, every character “launches” with an origin story.
The “Wasted” Part Is the Part that Works
Your gut desire, when advertising, is to want to speak to “people ready to buy TODAY.” This is the desire that has made Google rich beyond the dreams of avarice.
Gert Boyle’s Success Secret for Owner-Operated Businesses
When a heart attack took Gert Boyle’s husband away from her in 1970, she found herself at the helm of a struggling outerwear manufacturer.
What Audience’s “See” In Their Mind’s Eye Matters
Once your imagination creates a vivid mental image, that image works its persuasive magic even if your logical brain says it's a joke or BS.
The Counter-Intuitive Truth About Comparative Advertising
Focusing listener's attention & imagination on your positives "pre-loads" them w/importance and takes advantage of the "Focusing Illusion."
Ugly Duckling Advertising — How Owners of “Normal” Businesses Get Rich
What’s an ugly duckling business? It’s a business that is either: Unsexy OR Non-Purple-Cow-able.
“The Sleeper Effect” — The Secret Alchemy Behind Brand-Building Gold
Who told you that BMW was the gold standard for sports sedans? Or that Absolut was a premium vodka?
Overcoming the “Common Sense” Flaw In Your Advertising
The problem isn't just the message you SAY IN your ads. It's the very fact that viewers see or hear your ad AS AN AD.