"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."
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.
Without a consistent theme, you probably don't even have a campaign. And then at that point, what are you doing? You're not branding. You're not bonding.
All the data including marketing spend, sales numbers, profit margins, etc.
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
The only emotions that reliably inspire action are those that affect self-image.
Radio never teamed up copywriters with sound producers to create great ads that pushed Theatre of the Mind to full effect and that were more than the sum of their parts.
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Attract the kind of clients who will see your business as a blessing. Clients that prefer you to the point of willingly paying a premium for the privilege.
City dwellers stop hearing the traffic and sirens out their windows. Psychologists call this “habituation.” Marketers call this the enemy.
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
“No One OutPizzas the Hut” What does that say to you? Does it refer to taste? The dining experience? Carry out or delivery? It says it all.
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.
If you’re going to keep posting forgettable ads and product descriptions then you must accept that you are boring and irrelevant. There, I said it. Somebody needed to. It comes from a place of love.
The more creative and powerful the work, the more trust is required.