Communication is about explicitness and concision. The most efficient communicators and communications say specifically what needs to be said in the least amount of expression possible. But both of these qualities are also those that most expose us to being ...Read More
When your title sucks, why would I read your first paragraph? And when your first paragraph sucks, why would I read your second paragraph?
Burying the lead is for failed journalists and bad fisherman. The value of any chunk of copy ...Read More
They're called previews. Not everyone likes them, but when you compare previews at the movies to all other forms of advertising, I bet it's not even close. Previews are ads that people love; so, what's the secret? Two of the ...Read More
Most won't admit, but clearly people are influenced by celebrity marketing. But from the corporate perspective it's expensive, and some might argue a little lazy.
Digging into the human side of this connection, there is an opportunity to understand why ...Read More
Who was it that got the teeth whitening industry off the ground, and where did they study marketing? Business isn't about telling people what you're selling, it's about showing people what potential you're providing. The modern human mind isn't fueled ...Read More
Memory is determined by perceived importance. But in the mind, importance isn't only what you need to know, it's what stands out. Normal and expected are not important, and therefore not memorable. All marketing falls along this spectrum of importance, ...Read More
Traditional thinking would say the bigger the sign the more attention it will grab. That 200 ft billboard in Times Sq is ultimately what you are looking for, if cost weren't a concern. But in Times Sq you have no ...Read More
Content has the same natural tendency to store fat as humans. And being obese can have the same complications and dangers for both...Here are 10 quick ways to put your content on a diet, trim the fat, and make it ...Read More
In any situation we can be the maker or the taker. We can accept what is or we can create what will be. In the marketing world, it's easy to just put your message out there and wait for people ...Read More
There are a thousands ways you can wound your content. You can maim the grammar, dismember the flow, or disembowel the central thesis. But the easiest way to actually kill your content is the double tap - a poor headline ...Read More
With so many sources and forces demanding our attention, a grab is no longer strong enough. When you are walking down a quiet street, reaching out to grab someone will certainly get their attention. But if you are in a ...Read More
Creativity is traditionally viewed as a spectrum. A person, idea, or work lies somewhere between not creative and an unidentified “ulimately” creative. And this system works because this is how we relate with creativity; how we perceive it.
But when creativity ...Read More
Everyone has their own cycles and systems with which they induce creative states. However, it would seem that creativity is less dynamic in environments (both physical and mental) of familiarity -- or at least it shows decreasing marginal productivity (ie ...Read More
