Win Now. Win Later.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
The 7 Most Common Ways to Fail When Making Your Ads “Creative”
Creativity is the second most important factor in advertising effectiveness, according to over 50 years of quantitative data.
A Love-letter to Radio Sales from 3 Ex-Production Directors
This fiery video challenges your media company to have an internal advocate for your advertisers. Somebody who will act in the best interest of the client and campaign.
The Most Powerful Words Are Unspoken
When you say it in your ad, the audience is as likely to dismiss it as accept it. When you cause the audience to say it in their heads, it’s automatically, unquestionably accepted.
“Can You Hear Me Now” — How Verizon Grabbed Greater Market Share As Premium-Priced Provider
Verizon couldn’t afford to lower rates or compete on price. Instead, they had better advertising.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?
Sizzle is a Sound Effect
"Sell the Sizzle, Not the Steak” — or so says Elmer Wheeler. And if you’re in marketing or sales, either you like that phrase, or rather strenuously object to it. Those who object say things like "If you sell sizzle without the steak you’re a con artist."
Last Touch Data
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
They Hate My Ad! (Now what?)
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.
How Brandable Chunks Guarantee Brand Consistency | Wizard’s Roundtable
Without a consistent theme, you probably don't even have a campaign. And then at that point, what are you doing? You're not branding. You're not bonding.
Advertising Effectiveness: 50 Years of Research Distilled to Top 10 Most Important Elements
All the data including marketing spend, sales numbers, profit margins, etc.
Judging Ads: You’re (Probably) Doing It Wrong
I saw the following posted as a bit of humor online and thought it contained a powerful advertising lesson.
Story Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
McMann & Tate: Worst Ad Agency Ever
Howard McMann once said of his partner, “He’s slippery, he lies beautifully, and he has a great head of hair.” Legend has it, Tate once told a subordinate “If the client loves it, I love it! If the client hates it, I hate it!”
The Recessionary “Share of Voice” Bonus
If you have fewer competitors barking on the airwaves, your ad will do a better job of “branding” your business.