Saved by Dean Millson
No-One Reads the Small Print
Advertising adds value to a product by changing our perception of it. An example I love that is not mentioned in the book: for years, few people bought “death insurance.” Then some genius changed the name to life insurance and grew the industry by many billions of dollars. After all, life insurance sounds so much better than death insurance.
Sari Azout • Check your Pulse #14
Nobody reads ads. But write ads in a way that feels new (And relatable ), and people will read every word.
A little corner of the internet to find old and new print and outdoor ads + ONE thing each ad does well.
the intended goal of putting something in a smaller font is to make it less salient and harder to process. The fine print contains that information the seller is required to tell you but does not want you to read. The fine print is where you can find the disclosures.
Richard H. Thaler • Nudge: The Final Edition
The majority of campaigns fail to give consumers enough information.
David Ogilvy • Ogilvy on Advertising
the best marketing we encounter we don’t even think of as marketing. Your home is filled with products you love, and it’s unlikely you remember the marketing material that led you to buy those products. This makes your job here more difficult because you have to ignore all the examples of marketing that readily come to mind—the icky examples—and em
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