The Slow Season Fallacy of PPC Advertising
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
3 Reasons Why Everyone’s STILL Talking About “The Slap” — and How to Harness That Power For Your Advertising
I don’t even have to tell you what slap I’m talking about, do I?
Screw You, I’m Going To Stand Out
How do you become the industry market leader if you say the same thing as every other business?
A “Common Sense” Mistake That’s Killing Your Advertising Effectiveness
By the time you’ve been on the air for three months, your audience knows who you are.
The Thing is Never the Thing
I would never criticize something I have no experience with… so I went ahead and bought an automated iHeart radio ad to advertise this article.
The Hybrid Persuasive Power of “Slice of Life” Campaigns
These are mini-dramas in which the efficacy of the product is semi-demonstrated, as testified by the main character.
Recipe for Success: Strategy First, Messaging Next, Creative Last
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
Fundamental Forces of Business – Part 2
This technique is used by many who think they understand advertising. It can turn a person into a customer, but only a weak one.
SUPERbowl vs SuperBORE
Professional sports now revolve around storylines. Business is about stories too. They glue us to the game and keep us wanting more.
Super Bowl Advertising vs. Your Advertising
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
Learning from the Legends: Yes, Virginia, It Really Is That Simple!
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
Demonstration Ads — Part Deux.
Demonstration ads are like testimonial ads. They demand more of the advertiser and the creative team, but they're persuasive magic.
Learning from the Legends: What Can’t be Questioned?
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
Distinctiveness vs. Differentiation vs. Bonding
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.