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Customer Profiles
Roy Williams - Mar 17, 2010I’ve never seen a business fail due to reaching the wrong people. But if you listen to advertising sales reps, “reaching the right people” will solve all your problems. And guess who has exactly the right people for you? The conversation usually goes something like this: the sales rep says, More
Clarity Is the New Creativity
Roy Williams - Nov 20, 2009In the language of academics: The central executive of working memory is the new battleground for marketers. Writers are successfully surprising Broca, thereby gaining the momentary attention of the public, but an absence of salience remains. In the language of newscasters: Are your ads gaining the attention of the More
Is Yours a Brand or a Bland?
Roy Williams - Jul 23, 2009Procedural Memory is the key to your brand being automatically remembered. Accomplish this through Relevance x Repetition. Symbolic Thought is how to make a brand meaningful. Access this by linking the unknown to the known. Particle Conflict is the way to make a brand interesting. Achieve this by adding More
Can You Make It Talk?
Roy Williams - Jul 02, 2009Mingle a bit of wood, paint, and cloth, then drench the pile in sparkling imagination and a new person leaps onto the stage. Few techniques in communication are as powerful – or as often overlooked – as personification: ascribing human characteristics to inanimate objects. It turns dead corporate brands into More
Advertising Consultant:
I think an advertising consultant must understand all the aspects of a... Read Entire Comment
ross:
i hate this site google is better and i dont want to see this site again.(block it if you... Read Entire Comment
dave:
I get the whole “we’re all tuning out advertising as fast the advertisers and... Read Entire Comment
Nettie Hartsock:
Bryan, I really think you’ve hit the “sales nail” on the head... Read Entire Comment
Rebecca Leet:
This is very true, Roy, not just with ad messages but with any message designed to... Read Entire Comment
kimberley:
Thank you. I am also a one-man band, at this point, and I can always use as much... Read Entire Comment
Donna Zelzer:
What an intriguing concept! What would be some other metaphors to use for business?... Read Entire Comment
Michael Wagner:
Great point. I suspect this is one of the fallacies that led to the demise of... Read Entire Comment
Michael Levy:
Is God in the Details? If you are using your brain (left or right) to try and locate... Read Entire Comment
Scan the Skim, or Skim the Scan? (Kick the can?!!!)
Posted 19 months agoEye-tracking experiments reveal that most readers spend less than a second on headings. In fact, people tend to look only at the left side of headings before scanning down to ... [Link]
The Newest Force in Commerce
Posted 20 months agoThe newest force in commerce is the consumer’s need to be recognized: “Pay attention to me, to my lifestyle, and to my values†has become the new rallying cry. In ... [Link]
Better Emails
Posted 20 months agoHow much time, effort, and money have gone into your emailing list? Have you grown your own? Rented one? When you email an offer to that list, what happens? If ... [Link]
Young Businesses vs Old Businesses
Posted 20 months agoThe term “product life cycle†compares goods and services to living organisms. As far as it goes, it’s a useful comparison, but products usually don’t have such predictable cycles. Furthermore, ... [Link]
Ads People Hate
Posted 21 months agoSometimes people do want advertising. Two obvious times are when they’re just enjoying shopping and when they’re interested in a specific purchase. Example: If you’re going to remodel your bathroom, ... [Link]
The Secret Conversion Principle
Posted 21 months agoIf you were asked, “What is your repeat-customer order rate?†could you answer with any certainty? Bryan Eisenberg says it’s surprising how many companies don’t know because it’s a measure ... [Link]
The Best Ads
Posted 22 months agoWhen you advertise your business, you’re not only competing with good ads from others for the attention of prospective customers. You’re also competing with a whole lot of bad ads. ... [Link]
To Buy — Or To Go Bye-Bye
Posted 22 months agoBryan Eisenberg makes a good point in his article, A Land Beyond Usability: A smooth road to nowhere still gets you nowhere. And no matter how many obstacles you remove ... [Link]
The Point of No Return . . .
Posted 23 months agoIt happens—a new song catches your fancy, and you can’t get enough of it. You keep dropping quarters in a jukebox or hitting the repeat button on your CD player. ... [Link]
Do They “Get It?”
Posted 23 months agoSometimes, do you intuitively know the people you’re communicating with just don’t understand? Do you: Feel frustrated when someone just doesn’t “get it?†Find yourself repeating or reminding about what ... [Link]
Bestseller Ideas
In this week’s interview, Dean Rotbart and Michael Drew discuss the likelihood of a book idea becoming a publishing success. In their discussion, they reveal how to identify whether More
The Lessons of Harry Potter: A Beneath the Cover Podcast
Michael R. Drew discusses what all authors - even those writing non-fiction - can learn from the phenomenal success of the Harry Potter Series. More
