When you sit down to write an ad, you have a chance to tell a story. Who is the hero of the story? It’s not the advertiser. In his e-book How to Tell a Story, Donald Miller lays out a very effective structure for a marketing piece: A character [the hero] as a problem, then meets a […]
We have this expression, Christy [Turlington] and I. We don’t wake up for less than $10,000 a day. — Supermodel Linda Evangelista, interviewed in Vogue Magazine, 1990. Evangelista may have been joking, but there is a serious principle behind what she said. If you are a salesperson and want to make more money, you’ve got […]
“Don’t make the mistake of thinking you’re Facebook’s customer, you’re not – you’re the product,” Bruce Schneier photo by aleksandr/dpc In the rush to use social media, advertisers are cramming the Facebook logo everywhere. They post it at the end of television commercials next to their own logo. They put in print ads and on billboards; […]
“They kind of forgot to sell the car.” The Dog Strikes Back_ 2012 Volkswagen Game Day Commercial Remember this commercial from the 2012 Super Bowl? Watch the ad and then answer the one-question quiz below. Volkswagen, like many advertisers that year, released the ad on the Internet a week early to get people talking. The […]
The most expensive ads you can buy are the cheap ones that don’t work. I often meet with business owners who are new to broadcast advertising. Many times their first experience with radio or TV is with some sort of rotator package. Often it’s their last experience as well, because the rotators didn’t work. Rotators are also known as “Run […]
