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.
The more creative and powerful the work, the more trust is required.
His words stink up the room. The death stroke to a creative campaign. As a marketer who specializes in business to business, I have heard this rebuttal many times.
Bond with customers over personality, attitude, and values first.
When she came to record her public service announcement (PSA) about how she saved her home from wildfire, she had no script. “No problem. Let’s talk. I’ll turn on the microphone.”