Ad Templates
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.
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.
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)
"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).
Emotional, Rational, or Aspirational? Yes, Please!
How exactly did appealing to the whole person fall out of fashion in advertising? Somewhere along the lines, people began to separate out Reason-Why or logic-driven ads from emotionally galvanizing ads.
How to 3X the Memorability and Impact of Your Ads
Give people a list of random words to read, take the list away, then ask how many words each person can recall. On average they’ll recall three words. But this technique increases it to nine.
Making and Breaking Patterns For Fun & Profit
Before the launch of the campaign, Absolut sold just 20,000 cases annually in the U.S. By 2008, they were selling 11.8 million cases per year.
Learning from the Legends — MacManus and The Penalty of Leadership
Too often inexperienced copywriters and advertising clients want to persuade with copy points — with information being pushed at the reader.
How To Grow Your Practice In Interesting Times
In this presentation, learn how you should model your practice (business) for success? How to ensure you have multiple marketing pillars working generating leads.
Learning From Legends — When The Obstacle IS The Way
There’s a reason Advertising Age named “A Diamond Is Forever” the best advertising campaign of the 20th century!
Media Agnosticism
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
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
"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 Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
Creating Story Appeal On Demand (Part 2)
Attitude imbalances are the most useful for advertising — especially for branding — because they speak to and most directly reveal personality, character, and values.