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.
How Brandable Chunks Guarantee Brand Consistency | Wizard’s Roundtable
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.
Advertising Effectiveness: 50 Years of Research Distilled to Top 10 Most Important Elements
All the data including marketing spend, sales numbers, profit margins, etc.
Story Appeal, Attitude, and Branding
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
Getting Human Nature to Work FOR (Rather Than Against) Your Business
The only emotions that reliably inspire action are those that affect self-image.
Radio’s Missing Creative Revolution
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.
Why Making the Ads Is the Last Thing We Do
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Targeting Through Ad Copy
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.
Same Same Sameity Same Same
City dwellers stop hearing the traffic and sirens out their windows. Psychologists call this “habituation.” Marketers call this the enemy.
Images, “Truthiness,” and Forced Participation
Recent psychological studies show that statements accompanied by related images are considered more believable than the same statement without an image.
The Verb’s the Thing
“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.
Laphroaig Lamp-Shades the Heck Out of Their Ad
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.
The Most Interesting 2001 Kia Spectra In The World
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.