Saved by Dean Millson
No-One Reads the Small Print
Seth Godin said, “Crafting a story that tricks people into making short-term decisions they regret in the long run is the worst kind of marketing sin.” Ads make promises. Promises bring people hope. Don’t mess with a person’s hope.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.
Neil Postman • Amusing Ourselves to Death: Public Discourse in the Age of Show Business
I was trying to go to the edges. No one would hate a book called All Marketers Tell Stories. No one would disagree with it. No one would challenge me on it. No one would talk about it.
Seth Godin • All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
Of course, there are various ways to structure a mystery-story-based case for the potency of counterarguments. One that has worked well in my experience involves supplying the following information in the following sequence: 1. Pose the Mystery. Most people are familiar with legendary cigarette advertising campaign successes featuring Joe Camel, th
... See moreRobert Cialdini • Pre-Suasion: A Revolutionary Way to Influence and Persuade
When ad legend Lee Clow took the imagery from George Orwell’s 1984 to create the most iconic TV commercial of all time, almost no one watching Apple’s Super Bowl ad understood all of the references. (They’d read the book in high school, but if you want to impact a hundred million beer-drinking sports fans, an assigned high school book is not a good
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