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Dec 3, 2018
Truth #2: A Picture is Worth a Thousand Words
Well, actually, this tried and true cliché is a gross understatement. Pictures, when on-target, convey emotion, place, action, urgency and connection. Our eyes can't help studying a compelling photo or illustration. Our brains process these images in thousands of ways at once—looking for emotion, location and connection–just to name a few. The right background can elevate a product through association. Great casting of models helps identify with a product's audience. Photo by Spencer Wallace Photography The right lighting, setting and props, set a stage for believability. If you want more powerful connections from your advertising or Social…
Dec 3, 2018
Truth #1: Yes, People Read the Copy
"No one reads the copy!" This is a favorite trope of lazy creatives. They are convinced that a catchy headline and stunning image is all one needs for a good ad. The truth is that there is no substitute for a convincing story. Every culture since Adam has brought forward a culture based on storytelling. We listen closely to story for cues. “Will this product or service solve my problem?” “Will this make me feel better?” Will this make me look taller?” If you want better results from your Social Media, Direct Mail, Print or Broadcast, put the…
Truth #3: Truth in Advertising is not an Oxymoron
We have all read something that sounded like pure fiction. Likewise, we have… Part 3 of The Five Truths of Modern Marketing coming soon.
Truth #4: Anti-Social Media: Is it only For Teens?
One of the biggest and most controversial users of… Part 4 of The Five Truths of Modern Marketing coming soon.
Truth #5: Print is Dead. Long Live Print!
Lately we have advised clients who are abandoning print advertising to… Part 5 of The Five Truths of Modern Marketing coming soon.
Aug 14, 2018
The Five Myths of Modern Advertising
MYTH #1: Google is On My Side Any of us who are responsible for getting exposure for our clients has become quite familiar with Google these days. All the many dozen websites we create each year are “optimized” with the right words and phrases, so those searching Google can find our clients. Content of ads, websites and Social Media all pay attention to the current demands of Google search. And it works! It works, but it’s not FREE. This kind of initiative takes time for research, wordsmithing and smooth execution. It costs a bit, but it works. Google needs it…
May 9, 2018
The Myth of Metrics Over Message
Metrics have taken on a life of their own. With the migration in media from print, broadcast and billboards to the digital realm, the ability to trace where we “touched” our potential market has become a weird fascination. And, perhaps, an unwholesome one at that. No one was more excited than I when I learned the potential of both targeting and tracking potential customers for my clients’ Digital audience metrics were so much more rewarding than the Neilson rating and circulation audits I grew up with. Knowing which pages a visitor to my website read was intoxicating. Being able to…
Mar 20, 2018
Free Apartment & New Home Signage Mockup PSDs
Visualizing a design in the real world can be tricky. You've designed some kickass concepts for that hip new apartment signage—A-Boards, Monument Sign, Banners, etc. But if you present that 3D sign to your client as just a flat rectangle on a page, it's likely to be received poorly and feel pretty underwhelming. Presentation matters. Context matters. Don't Sell Your 3D Ideas Flat. Download and use the following to make your next signage presentation really pop. …it'll help you get those needed approvals faster.