The grand illusion of advertising – perpetuated by every seller of ads – is that your problem is #1: the right people haven’t heard about you.
But the painful truth is probably that the right people heard but didn’t care. — Roy Williams
There are lots of ice cream store chains in the United States. But there’s only one Big Gay Ice Cream. The company began its existence in Manhattan as the Big Gay Ice Cream Truck in 2009, and quickly took off. There are now two shops in Manhattan, along with a “permanent pop-up” at the Ace Hotel […]
“Most ads aren’t written to persuade, they’re written not to offend.” — Roy Williams What do you do when people don’t like your ads? Not long ago an ad agency pulled a home improvement commercial off the air in Portland and Seattle because several listeners had called the client to complain about it. The […]
Here is a terrific example of advertising that enters the conversation America is already having in its head. What are we thinking about on October 30, 2014? Ebola and Halloween, that’s what. Many fine American entrepreneurs are offering “Ebola costumes” this year. An organization called Doctors of the World* has set up a fundraising landing […]
Whenever we present an advertising plan to a new client, one of the first questions we hear (right after “How much will it cost”?) is “How long will it take to work?” It’s a difficult question to answer — some products are impulse buys while others require painstaking research… some people need it now while others […]