Metaphor Proves Crucial for Harnessing Emotions for Increasing Ad Effectiveness
When participants returned for recall testing a week later, there was a significant difference.
Branding “Cheat Codes” for Explosive Growth
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.
The Secret to Changing People’s Minds With Advertising
There are at least three proven methods for changing people’s minds on even intensely personal and polarizing issues.
How to Calculate Your Mass Media Branding Budget
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
Making a Fortune With Magical Thinking
The prop “blaster” wielded by Harrison Ford in Star Wars just sold at auction for $1,057,500. Why? Emotional Attachment.
Accelerated Branding through Slang, Cheap Psychology, and Earworms
By tapping into the power of tribe and self-identity, GGT spiked brand awareness and sales for Toshiba.
Higher Margins & Elevated Messaging
Sell to people who see you as their first and best choice, and your premium pricing will be gladly accepted as “reassuringly expensive.”
Improve Sales Effectiveness & Company Culture With One Simple “Hack”
It’s important for you to seem like the same company in-person as on air.
How to “Pick Up the Pace” with Your Branding Campaign
Jingles, sound effects, or just interestingly pronounced phrases stick in our brains with amazing power and longevity.
5 Hard Truths About Advertising Every Business Owner Ought to Know
Your ads are an annoyance to your future customers. Unless you make yourself otherwise.
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.