Radio’s Ugly Baby

Radio Ink has had a lively discussion lately between radio executives and agency owners about their frustrations in dealing with each other. It’s a worthwhile conversation, but mostly for how what’s not being admitted is warping the dialogue. Here’s wh…

Radio Ink has had a lively discussion lately between radio executives and agency owners about their frustrations in dealing with each other. It’s a worthwhile conversation, but mostly for how what’s not being admitted is warping the dialogue. Here’s what neither the agencies nor the radio industry seem to want to admit: Most advertising clients […]

Political Advertisers Discover the Power of the Genesis Story

Few advertising strategies work as well as telling your Genesis (or Origin) Story. I’ve seen that time and again in working with local business clients in a wide variety of industries and I’ve written about Origin Stories in some depth. My marketing me…

Few advertising strategies work as well as telling your Genesis (or Origin) Story. I’ve seen that time and again in working with local business clients in a wide variety of industries and I’ve written about Origin Stories in some depth. My marketing mentor agrees with me and has seen the same astonishing results. Now, it […]

The Persuasive Power of Privileged Moments

Check out this video: Ok, now check out a similar technique: Or how about the same general technique used for another cause: And just so you can really see the pattern, how about this: In every case, the ad’s effectiveness comes from what Cia…

Check out this video: Ok, now check out a similar technique: Or how about the same general technique used for another cause: And just so you can really see the pattern, how about this: In every case, the ad’s effectiveness comes from what Cialdini calls Pre-Suasion and the creation of “Privileged Moments.” Cialdini’s overall thesis is that the […]

Demo vs. Dramatization

What’s the difference between a demo and a dramatization? You might have a different answer, but for me, it boils down to: Character vs. Salesperson Scenario vs. Situation Focus on Stakes vs Focus on Feature A demo, in essence, is a salesperson putting…

What’s the difference between a demo and a dramatization? You might have a different answer, but for me, it boils down to: Character vs. Salesperson Scenario vs. Situation Focus on Stakes vs Focus on Feature A demo, in essence, is a salesperson putting a product in a situation wherein it can showcase the operation of […]

Sizzle is a Sound Effect

“Sell the Sizzle, Not the Steak” — or so says Elmer Wheeler And if you’re in marketing or sales, either you like that phrase, or rather strenuously object to it. Those who object say things like: If you sell sizzle without the steak you’re a con artist…

“Sell the Sizzle, Not the Steak” — or so says Elmer Wheeler And if you’re in marketing or sales, either you like that phrase, or rather strenuously object to it. Those who object say things like: If you sell sizzle without the steak you’re a con artist “Sell the sizzle, not the steak,” is for […]