Ira Glass Part 4: Ditch Your We-We
If you ask Ira Glass, he’d tell you the two biggest mistakes are: (1) Using an inauthentic, over-hyped “voice” or presentation style, and (2) Keeping the focus on yourself instead of the customer.
Empire Builders #002: HBO Magic
The method that HBO uses to create Emmy Award winning shows and how you can apply this to have the best advertisements on the planet. I can guarantee you Ridley Scott would agree.
Smelling Your Way to Good Vibrations
It is your job to have a strategy to incorporate the five senses for maximum effect on memory and feelings. Your job to build your story is entrusted to, as a 90’s kid would say, “the vibe.”
This Simple Formula Makes Truly Presidential Presentations That Inspire Action
The principles that Manley preaches are ESSENTIAL to capturing and holding attention. Be it short ads, long copy, presentations, or public speaking…
Military Positioning as Marketing Strategy
Your company is the newcomer. You’re the young upstart that has innovated and is generating significant buzz. How can you expect the leader in your business category to react?
Talkin’ ‘Bout Those G-g-g-generations
BBH Labs, the R&D arm of BBH Advertising in London, developed a “Group Cohesion Score;” a way to determine what groups of people have in common with each other. Their findings are surprising.
Ira Glass On Advertising, Part 3
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 media is NOT the message.
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.
Ira Glass on Great Advertising, Part 2
“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.”
The Worth of a Dali
A picture is worth a thousand words. Confucius told us that. Or did he? Actually, Fred Barnard made up the saying to promote the use of images and called it “a Chinese proverb so that people would take it seriously.”
What Matters is What’s Remembered
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.
Ira Glass on Great Advertising, Part 1
The first video covers Ira’s two basic building blocks of storytelling: the Anecdote and the Moment of Reflection. And in advertising terms, these are roughly analogous to Relevance and Credibility.
Your Competitors Are Bastards
Business is like writing. You have to find your own style and stick to it. Stop worrying about what the competition is doing. They're all bastards. Get inspired by things they don't understand.
The Marketing Funnel Cloud
I hate funnels. The thing we call a Marketing Funnel is really just a shorthand to remind us that no customer goes from “I don’t know who you are” to “here, take my money!”
The Subtle Persuasion of Groundhog Day
In many businesses, what most customers are really buying is transformation. Groundhog Day plays to three very powerful psychological dynamics you can use to captivate and convert.