Ira Glass on Great Advertising, Part 2
“The amount of time finding the decent story is more than the amount of time it takes to produce the story… I think that, like, not enough gets said about the importance of abandoning crap.”
Tipping Point of Retail and the S-Curve
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
Lotteries, Investments, Patience and Inversion
Warren Buffet and Charlie Munger made money by using a strategy that passed the test of time. At 97 years old, Munger attributes two things to his success: patience and inversion.
The Worth of a Dali
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.”
What Matters is What’s Remembered
When you advertise, you typically make bullet points of what you “want customers to know.” Giving a customer an education so he’ll have no choice but to pick you is as fanciful as it is arrogant.
Ira Glass on Great Advertising, Part 1
The first video covers Ira’s two basic building blocks of storytelling: the Anecdote and the Moment of Reflection. And in advertising terms, these are roughly analogous to Relevance and Credibility.
Your Competitors Are Bastards
Business is like writing. You have to find your own style and stick to it. Stop worrying about what the competition is doing. They're all bastards. Get inspired by things they don't understand.
The Marketing Funnel Cloud
I hate funnels. The thing we call a Marketing Funnel is really just a shorthand to remind us that no customer goes from “I don’t know who you are” to “here, take my money!”
The Subtle Persuasion of Groundhog Day
In many businesses, what most customers are really buying is transformation. Groundhog Day plays to three very powerful psychological dynamics you can use to captivate and convert.
The Asymmetry of Trust
You’re thinking about buying something and an acquaintance says, “Don’t do it; I bought that / hired them and it was a total waste of money. I got screwed.” Generally speaking, we believe them.
3 tips for your video ads on social media
Since 83% of social media is consumed on mobile devices, and 85% browse without sound, you must tailor your content to be effective within that context. Here's how...
How We Decide to Purchase
Amateur ad writers assume everyone makes decisions based upon the same criteria they use. This causes them to unconsciously frame their messages to reach people exactly like themselves.
The Tale of Ted the Radio Tortoise and Harry the Anxious Hare
I spent a day with two HVAC company owners. Harry the Anxious Hare is closing barely 10% of his online leads. Ted the Radio Tortoise’s telephone team is closing more than 60%.
That’ll Do
Who is the “McDonald’s” in your category? The business you believe is getting an unfair amount of customers… in spite of their quality and competence. A few things are happening that you should find illuminating.
Your First Year In Mass Media Branding: 12 Milestones and a Timeline
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...