Tag Archives: speak to listener

Content is NO LONGER King

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'Content' is NO LONGER king.

I think it’s time to re-create that decades old line, most often attributed to Bill Gates. “Content” in and of itself is no longer king. It IS a commodity today. Everyone is making it. BUT – there’s always a but – RELEVANT, REPUTABLE content is still media gold.

Finding the Story

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Do you know what your client’s story is?  Do they? It’s a serious question, with serious repercussions when it comes to their advertising. No, not so much with transactional sale ads – but with long-term branding. When it comes to branding a client, their story is vital. It’s the hard truth of their business. It’s their raison d’être. It’s the fuel to… Read more »

Triggering Events

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What makes people pull the proverbial trigger and buy? Naturally, as ad writers, we’d love nothing more than a firm belief that our finely crafted words are the sole reason people get up off the couch, hop in the car, and drive off – on a mission to spend their hard-earned money. Deluded much? Reality check – every purchase has… Read more »

Bankruptcy

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Nobody really wants to talk about bankruptcy. And why would you? It’s a distasteful subject laced with feelings of failure, depression, embarrassment, and anger. This is not the realm of cheery announcers pitching the wonders of the latest half price sale. Not by a long shot. This is a challenge from the word go: getting people to consider that option of truly… Read more »