Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
You have to: 1: Not sound like everybody else 2: Get into somebody’s imagination and mess around.
I grab my copper scrubbing brillo and… ditch the Seventh Generation and instinctively and inexorably reach for the blue Dawn. Why did I just do that?
Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth. Here’s why.
Direct Response practitioners claim it’s much more effective and efficient to talk directly and only to the decision-maker for the purchase.
There’s a reason Advertising Age named “A Diamond Is Forever” the best advertising campaign of the 20th century!
Sharply define the edges between you and the alternatives. Not only with content, but with style as well. If everyone else is doing a “yell and sell,” talk intimately with the audience.
People believe in social proof and social signaling, making price an almost-fail-safe guide to quality. So if your price is out of line with your claims, people distrust the claims.
3 common mistakes from testimonials and examples of what a 3-D Testimonial sounds like as a finished product. Here’s how most people screw it up, and how you can make sure you get it right.
To understand the brilliance of what Leo Burnett did, you have to consider what they didn’t do — what a lesser advertising title might have done.
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
Unique Selling Propositions are counter-productive.
"If Columbus had an advisory committee he would probably still be at the dock." - Arthur Goldberg. A committee in small business can be a group of employees or a loose bunch of well-meaning family and friends.
It’s called “reactance.” When someone tries to tell you what to think or do — that automatic resistance you feel is called reactance by psychologists. And for advertisers, there are plenty of work-arounds for reactance.
Too often, a company uses their marketing to push their features and benefits - ‘Best location, Best Product, Best Service, Best Employees’ - but these are not clingy and sticky. Features and benefits are slippery and rarely remembered.