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!”
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.
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.
Need Met + Easy = Delight I realize that you as a business owner are swarmed with issues on a daily basis that make you feel like it’s not this simple. But from a consumer standpoint, it is this simple.
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...
For example, let’s say that, through targeted media, I could reach 10 of my ideal, target customers for $10 a piece. Or, I could reach 100 customers for $1 a piece, but only 20% of them would be my ideal customer.
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Look first to the narrow neck in your marketing process.
Myrtle Beach One Hour Heating and Air Conditioning grew 42.4% in 2019, from $10.5M to $15.2 million.
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
Like shelter, water, and food…let’s break marketing down to 3 basic items: Brand Promise, Brand Consistency, and Brand Execution.
Like most buzzwords “transparency” is most misunderstood by the very people mouthing it most often. The proper way requires transparency AND showmanship.
Let me tell you a cool story I think you’ll like — one that taught me the most powerful advertising lesson I’ve ever learned. See, when the radio-thon rolled around, my client put his personal money where his mouth had always been.
So many local TV ads end up being “talking head radio,” showing the business owner usually doing a “yell and sell” approach.
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.