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.
Story —> Attention —> Sale (Part 1)
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...
Why Making the Ads Is the Last Thing We Do
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Images, “Truthiness,” and Forced Participation
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
Four Advertising Message Options for Local Businesses
Bonding Ads don't sound like ads, which means your well-meaning family and friends will tell you not to run them.
Laphroaig Lamp-Shades the Heck Out of Their Ad
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.
4 Marketing Lessons from The Creative Revolution’s Most Legendary Whisky Campaign
The more creative and powerful the work, the more trust is required.