Ira’s third video on storytelling is by far the most popular. He's describing the positive side of the Dunning-Kruger effect. I think this video speaks to: Linear, no-threshold thinking, Minimum Effective Dose, and Cumulative Effect.
The reality is that most of us fear that we aren’t turning our marketing dollars into profit. Not consistently. Not directly. Which is why we have advertising budgets. To limit risk.
I remember a Marshall McLuhan quote of “The Media is the Message.” So I asked Roy, what about McLuhan? The skies darkened, the floors parted, and a fiery hell appeared as Roy screamed.
“The amount of time finding the decent story is more than the amount of time it takes to produce the story… I think that, like, not enough gets said about the importance of abandoning crap.”
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
When you advertise, you typically make bullet points of what you “want customers to know.” Giving a customer an education so he’ll have no choice but to pick you is as fanciful as it is arrogant.
I spent a day with two HVAC company owners. Harry the Anxious Hare is closing barely 10% of his online leads. Ted the Radio Tortoise’s telephone team is closing more than 60%.
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
If the humor isn’t tied to the message; if you can’t talk about one without talking about the other, then any attempts at persuasion will be short-lived and not very memorable.
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
"NOBODY reads the newspaper." Beware of anybody who speaks in absolutes. Statisticians look for something called a “representative sample.” And you don’t have one (no offence, I’m sure you’re a lovely person).
The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.
Heck, even one out of three is enough to get traction. But a trifecta is the stuff of legends.
How do you get the attention of the public when your product or service is a grudge purchase at best? Every home services provider suffers from this.
As General Manager of the Oakland A’s, Bill's payroll costs were one-third of the New York Yankees. He couldn’t compete with them. He hired Paul DePodesta, a Harvard grad in Economics. Together, they changed the game.