Media Agnosticism

2023-10-13T18:23:46+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

2023-10-16T16:43:22+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

2023-10-16T16:43:51+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)

2023-10-16T17:30:32+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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