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The Long And Short Of Persuasion

2021-10-21T13:35:48+00:00By |

The wrong question is “Which sells better? Long copy or short copy?" I’m a long copy proponent. That is, I’m opposed to the “nobody will read more than 300 words” school of advertising.

Art is Not Subjective.

2021-10-11T13:49:07+00:00By |

If you have the right artist, they make their decisions consciously and objectively for the purpose of drawing attention. And they do it using an invisible ally.

Ad Templates

2021-09-05T15:50:35+00:00By |

According to the published research, 89% of award-winning ads could be classified into 6 basic templates. And the use of these templates boosted subjects' abilities to positively affect audience perception by 55%.

The media is NOT the message.

2021-09-07T15:26:57+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.

2021-08-16T14:31:53+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)

2021-09-09T15:58:20+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).

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