How you position your client's aspirations is the most critical driver of your sales. This Ash Ambirge (the middle finger project) quote nails it, When the lottery wants to boost ticket sales, they don’t raise the odds. They raise the jackpot. Why? Because people don’t buy odds, they buy dreams. What does your client want? … Continue reading Understanding Aspirations To Drive Sales
Advertising guru Dave Trott shared this Tyrell’s Chips ad with this comment: This campaign mentions all the product points, with a really well branded line, and the graphics exactly match the pack. Look it up on YouTube, this is how you do a campaign of short 10 & 20 spots imho. Watch this video (10 … Continue reading Tyrell’s Chips Tyrrellbly Studyable Ad Campaign
Dave Trott published a beast of ad-industry criticism in “Advertising Isn’t Switzerland.” He’s looking at the turnaround The New York Times pulled off by making Trump their stated enemy back in 2014. My big takeaway is the power, importance, and profitability of picking a good fight/sparring partner. Making noise and gaining attention is the point … Continue reading Getting Attention Is The Point
You’re flying down the highway, looking at the dashed lines flippbooking by, marveling at the sky just taking up all that space, and BAM - no, not an accident, you’re safe in this scenario, but a billboard snaps your brain out of everything. My buddy Robert Lucas saw this billboard and had something like that … Continue reading Would You Look At This Billboard?!
Claude C Hopkins, the godfather of modern marketing whose 1923 book Scientific Advertising is still (shockingly?!) relevant, thought all advertisers should do some form of direct mail advertising first to learn how to fail. Not because they broadly needed to be humbled, but because they needed to be aware of the numbers game that was … Continue reading You’re Not Skillful Until You Know When You’re Lucky
News is great for advertising because people will always pay attention to something they are told they don’t know yet. If you want to get someone’s attention, try signaling to them first that you have breaking news to tell them. Not in an overly dramatic way, but at least in a “You’ve really got to … Continue reading News Works Because It’s New
When we’re in business, sometimes we need a reminder that we’re also there to stay in business. That means we have to make a buck. Yes, the mission statement and sense of purpose matter. Yes, you have to have a mission and purpose so you’re not some miserly monster of a Scrooge. But, the only … Continue reading Seek Sales, Not Applause
So you think the world is changing? Well, humans aren’t changing nearly as much as whatever breaking/viral social moment or techno-gadget would have you think. Here’s advertising legend Bill Bernbach on the timelessness of humanity (emphasis added): Human nature hasn’t changed for 1 billion years. It won’t even vary in the next billion years. Only … Continue reading Breaking News: Human Nature Still Hasn’t Changed
Have something you want people to know about you or your business? Good. Now, answer these two questions: Who wants what, and what stops them from getting it? That tells you who the hero is and what they’re up against. That’s the magnet that’s going to suck people in. Anybody who hears you start it … Continue reading What’s The Story You’re Going To Tell Them?
I rarely repeat myself like this, but I’ve got to do it. If you are getting clients, building an audience, or proactively trying to drive profits in any way via the internet, you need to listen to Josh Constine’s interview with Patreon CEO Jack Conte. This conversation will help you understand how we got here … Continue reading Podcast Of The Week: Patreon CEO Jack Conte On The Creator Economy, Artist Burnout, And Social Media Platform Competition