branding

The Most Powerful Words Are Unspoken

2023-10-16T16:43:22+00:00By |

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.

What is Your Price Tag Advertising?

2023-10-13T18:26:50+00:00By |

It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.

Sizzle is a Sound Effect

2023-10-16T16:43:51+00:00By |

"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."

They Hate My Ad! (Now what?)

2023-10-13T18:27:15+00:00By |

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.

McMann & Tate: Worst Ad Agency Ever

2023-10-13T18:27:41+00:00By |

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!”

Go to Top