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.

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%.

Smelling Your Way to Good Vibrations

2021-09-08T14:50:16+00:00By |

It is your job to have a strategy to incorporate the five senses for maximum effect on memory and feelings. Your job to build your story is entrusted to, as a 90’s kid would say, “the vibe.”

Talkin’ ‘Bout Those G-g-g-generations

2021-09-07T15:51:12+00:00By |

BBH Labs, the R&D arm of BBH Advertising in London, developed a “Group Cohesion Score;” a way to determine what groups of people have in common with each other. Their findings are surprising.

The Worth of a Dali

2021-08-17T16:00:41+00:00By |

A picture is worth a thousand words. Confucius told us that. Or did he? Actually, Fred Barnard made up the saying to promote the use of images and called it “a Chinese proverb so that people would take it seriously.”

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).

Three Wise Men Appeared on My Path

2021-09-09T17:12:25+00:00By |

Karen Post gave me the first definition of a brand that did not include colours, style guides, and logos. Brain Tattoos said, “A brand is the STORY embedded in the mind of the market”.

Happiness is a fish YOU can catch.

2021-09-09T16:51:39+00:00By |

Stop worrying about the colour of your logo, the size of your ad, or the shares on Facebook. When it comes to business, your job is to sell happiness. And the best happiness that is long lasting and unbreakable is through the use of Oxytocin.

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