Targeting is the “Only Way” to Advertise
Is mass media a farce? Maybe. Or is there another way to get the right people to do what we hope them to do?
The EASY Way to Win People’s Hearts!
The silhouettes and story worked wonders. You know something's a big deal when it's spoofed on Family Guy.
Marketing Funeral Homes: Balancing Sensitivity with Strategy
How do you sell something people resist thinking about? For example: funeral homes.
PROOF That Direct Mail ACTUALLY Works!
It has been attributed to $2 billion of subscription sales, this letter. It was unbeaten for 28 years.
This LEVI’s Campaign did SEXY, their way!
The marketplace that was not excited and the price point was too high. They ran this ad and it blew the doors off.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
6 ways to supercharge personal endorsement ads
Two categories: live reads and true personal endorsements. One is much more effective.
Brand Building vs Sales Activation
95% of your potential customers are not currently looking for you, but they will someday.
Futuristic Game for the Ad Masters
You can't rely on the same old tricks to get attention. So what does the future of advertising really look like?
Pretend is bad for business
When you communicate real beliefs, customers drink that tall glass of water and keep coming back for more.
Dominate Your Market Like Rolex — 4 Powerful Branding Lessons
Who are you NOT for? Who do you NOT want as a customer?
Military-Grade Persuasion for Your Branding
4 factors of messaging that make rivals clutch their pearls and whine at their inability to effectively counter you.
Classical Conditioning: Pavlov’s Dog in Advertising
How to get attention? Simple. Speak to the dog in the language of the dog.
When Good Advertising Advice Conflicts — And How to Reconcile It
Buyers want to hear what's in it for them. They also need to know “why can I trust you?”