The media is NOT the message.

2021-07-26T14:08:50+00:00By |

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.

Avoid Scrapbooking Your Brand Visuals.

2021-06-11T18:01:22+00:00By |

A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.

Everyone You Know (is a liar)

2021-06-08T19:47:59+00:00By |

"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).

Media Agnosticism

2020-10-16T15:10:34+00:00By |

From matchbook covers to skywriting, it all works. Which is why you have to approach it all with Media Agnosticism. If somebody in your affinity group tells you they had success with direct mail, ask to see the piece. It matters. 

The Most Powerful Words Are Unspoken

2020-09-07T15:24:59+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.

Sizzle is a Sound Effect

2020-08-21T19:15:04+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."

Story —> Attention —> Sale (Part 1)

2020-07-16T17:58:35+00:00By |

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...

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