The Counter-Intuitive Truth About Comparative Advertising
Focusing listener's attention & imagination on your positives "pre-loads" them w/importance and takes advantage of the "Focusing Illusion."
Ugly Duckling Advertising — How Owners of “Normal” Businesses Get Rich
What’s an ugly duckling business? It’s a business that is either: Unsexy OR Non-Purple-Cow-able.
Overcoming the “Common Sense” Flaw In Your Advertising
The problem isn't just the message you SAY IN your ads. It's the very fact that viewers see or hear your ad AS AN AD.