The Bard, the Beatles, and Beyond
McCartney rocks and Shakespeare roles and both showmen move their audiences with antithesis. Steal a gift from Paul and Will. Use antithesis in your writing.
Change the Name, Change the Results
If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.
The Magic of Portals
The goal is to move shoppers from an objective, consumer-reports mindset to an enthusiast’s mindset. Put plainly: if you’re selling premium products or experiences, you need to understand the power of portals.
The 7 Most Common Ways to Fail When Making Your Ads “Creative”
Creativity is the second most important factor in advertising effectiveness, according to over 50 years of quantitative data.
A Love-letter to Radio Sales from 3 Ex-Production Directors
This fiery video challenges your media company to have an internal advocate for your advertisers. Somebody who will act in the best interest of the client and campaign.
Why The Road Runner’s Style Guide Kicks Your Style Guide’s A$$
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Turn Your Business into a Loveable Money-Making Machine (Part 2/2)
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
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.
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
“Can You Hear Me Now” — How Verizon Grabbed Greater Market Share As Premium-Priced Provider
Verizon couldn’t afford to lower rates or compete on price. Instead, they had better advertising.
Writing Car Ads That Don’t Suck
The day Rick posted his 2003 Ford F 350 on Kijiji (a weird Canadian Craigslist), there were 66 other listings for the exact same truck. Rick’s rig sold in 23 minutes...to a Texan.
Brand Distinctiveness and Key Words at Key Times
If people do business with you because of your ads, then they’re expecting the buying experience to match the one promised in the ads.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?
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."
They Hate My Ad! (Now what?)
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.