Creating Story Appeal On Demand (Part 2)
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
Radio’s Missing Creative Revolution
Radio never teamed up copywriters with sound producers to create great ads that pushed Theatre of the Mind to full effect and that were more than the sum of their parts.
Making Better Recruitment Ads | Wizard’s Roundtable
How you recruit can say a lot about your company to both prospective employees and prospective customers alike. Some tips: As with any advertising, involve the applicant. It's not about money. Use current employees.
Good For Sheep, Bad For Business
Sheep are best known for their strong flocking (herding) and following instinct. They will run from what frightens them and band together in large groups for protection. This is the only protection they have from predators.
Story —> Attention —> Sale (Part 1)
If you try to buy attention without a story, you’ll strike out. This is what happens to most advertising and marketing efforts. People buy “exposure” via advertising and presume that they’ve also purchased attention...
How To Instantly Increase Lead Gen By 871%
The best way to drive exponential traffic to your front door is to stop targeting your advertising to the 7% of today’s buyers and start bonding with the 68% of all buyers.
Sorting the Ad Pros from the Poseurs — 4 Surefire Signs
If you’re going to invest six figures or more, you’ll want a clear plan for persuasion that’s mapped to a business strategy.
The #1 Best Way to Attract High-Quality Leads
As a Sales Operations Specialist, I am the first person to say that I am not a marketer. What I can say with 100% conviction is that a relational buyer is a way easier person to close.
The Deception of Earholes and Eyeballs
Getting your ad in front of the most people is the top priority of businesses. But it should be the third thing on your list. If you have to choose between talking to 100 people once or 50 people four times, pick the latter. Every time.
What Advertising Can & Cannot Do
If your message is relevant, memorable and delivered frequently customers will come. And the better your message and media strategy, the more and more customers will come.
Why Making the Ads Is the Last Thing We Do
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
This Never Works
When asked “how did you hear about us,” the customer’s responses were: 31% heard about them from newspaper 24% saw their TV ad Meanwhile, 100% of their advertising was on the radio.
How To Earn An Authentic 5-Star Review
Are you really giving your customers a 5-star experience or are you just convincing them to prop you up like Bernie as a favor?
Two Kinds of Decision-Making
Most of the people going to Starbucks aren’t making a cost-benefit decision. They’re making an identity-based decision.
The Marriage of Teamwork and Character Diamonds
Myrtle Beach One Hour Heating and Air Conditioning grew 42.4% in 2019, from $10.5M to $15.2 million.