Making Your Copy More Concrete Will Boost Ad Recall
The more abstract the word, the less memorable it is. We need to make e-mail concrete somehow.”
Joshua Foer • Moonwalking with Einstein: The Art and Science of Remembering Everything
Fluent Devices Increase Market Share
- Campaigns using fluent devices gain market share more often and achieve higher share of voice.
- Despite evidence, fewer brands use fluent devices than in the past.
Behavioral Science For Brands: Leveraging behavioral science in brand marketing. • How GEICO Use the Principle of Concreteness to Make Memorable Ads
The goal of advertising is to get people to act. And the tools we use to create printed advertising (as opposed to TV and radio) are words (as opposed to sound and moving images). So, doesn’t it logically follow that, in order for our ads to be effective, we need to use our words effectively? Of course. And using words effectively means we must wri
... See moreDrew Eric Whitman • Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone (Cashvertising Series)
People are craving something new, something entertaining, something different. When you give that to them, you get their attention. When your copy is “professional,” it’s boring, monotone and ignored.
Allan Dib • The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd (Lean Marketing Series)
well-written examples, (1) relate more closely consumer’s personal experiences, and (2) are easier to comprehend because they require less mental effort to process (Petty & Cacioppo, 1986).