Ira’s third video on storytelling is by far the most popular. He's describing the positive side of the Dunning-Kruger effect. I think this video speaks to: Linear, no-threshold thinking, Minimum Effective Dose, and Cumulative Effect.
I remember a Marshall McLuhan quote of “The Media is the Message.” So I asked Roy, what about McLuhan? The skies darkened, the floors parted, and a fiery hell appeared as Roy screamed.
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
When you advertise, you typically make bullet points of what you “want customers to know.” Giving a customer an education so he’ll have no choice but to pick you is as fanciful as it is arrogant.
I spent a day with two HVAC company owners. Harry the Anxious Hare is closing barely 10% of his online leads. Ted the Radio Tortoise’s telephone team is closing more than 60%.
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
If the humor isn’t tied to the message; if you can’t talk about one without talking about the other, then any attempts at persuasion will be short-lived and not very memorable.
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
"NOBODY reads the newspaper." Beware of anybody who speaks in absolutes. Statisticians look for something called a “representative sample.” And you don’t have one (no offence, I’m sure you’re a lovely person).
The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.
How do you get the attention of the public when your product or service is a grudge purchase at best? Every home services provider suffers from this.
“Bill, why did you buy a highway billboard”? “It gives my company great exposure for getting more clients” Here’s the reality. Exposure doesn’t pay the bills.
We can use the recruiting spot to sneak messages into the minds of eavesdroppers that might have “bounced off” of skepticism had they appeared in a “regular” ad.
Karen Post gave me the first definition of a brand that did not include colours, style guides, and logos. Brain Tattoos said, “A brand is the STORY embedded in the mind of the market”.
The only people who care about adequate frequency are people who are actually measuring, tracking, and being paid for the effectiveness of their work.