The secret sauce of persuasion: storyselling
Stories live between what is real and what the consumer wishes were real.
2023-01-31T15:09:33+00:00By Charlie Moger|
Stories live between what is real and what the consumer wishes were real.
2023-01-30T15:00:41+00:00By Jeff Sexton|
Check out this recent McDonald’s ad directed by the legendary Edgar Wright to understand how it works.
2023-01-23T14:47:07+00:00By Charlie Moger|
Conversation is, unfortunately, incredibly difficult to write — especially when you write by the rules of good grammar.
2023-01-16T14:28:07+00:00By Jeff Sexton|
Powerful ads are the few that stand out in your mind because they made an impression. Here's how that happens.
2023-01-09T14:43:18+00:00By Jeff Sexton|
We are all, as T.S. Eliot wrote, “distracted from distraction by distraction.” So how can you craft ads capable of working?
2022-12-30T13:37:47+00:00By Jeff Sexton|
Changing prospects’ state of mind prior to asking more than doubled the success rate.
2022-12-21T15:02:49+00:00By Johnny Molson|
If all you do is list facts, you've created a documentary... not an advertisement. Advertisements are made to persuade.
2022-12-21T16:00:18+00:00By Jeff Sexton|
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
2022-12-21T16:22:28+00:00By Jeff Sexton|
“The customer rarely buys what the company thinks it's selling him.” — Business Management Legend, Peter Drucker
2022-12-06T20:01:45+00:00By Jeff Sexton|
The Colonel was seen as old, outdated, and associated with the old south. Tragically unhip for a newer, younger audience.
2022-12-06T20:03:00+00:00By Stephen Semple & Dave Young|
How Texas got cleaner highways through an anti-littering campaign that never used the word litter.
2022-11-23T15:27:23+00:00By Johnny Molson|
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
2022-11-22T16:02:58+00:00By Jeff Sexton|
When participants returned for recall testing a week later, there was a significant difference.
2022-11-17T17:17:15+00:00By Stephen Semple & Dave Young|
Most breweries would say, “We’ve got this great quality product brewed with this really nice spring water.” But they went a different way.
2022-11-14T14:38:46+00:00By Jeff Sexton|
It’s much faster for me to convince you that other people already believe X about brand Y than to change your personal perceptions.