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Message Development Development

Six More Weeks of Surprise and Delight

02.02.2010 Marketing

That rat Phil saw his shadow this morning. So it goes.
Groundhog Day’s one of those funny traditions here in the states. Is it a holiday? Ain’t it a holiday?
Call it whatever you like … I call it ammunition.

I originally designed this a few years back as a maintenance piece for one of my favorite clients [...]

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It Sounds Easy: A Million-Dollar Radio Presentation

01.27.2010 Media

If you work for a radio station, I’m about to offer you a million-dollar idea for free. Please take it and run with my blessings and love for your medium:
Before I was a Partner in Wizard of Ads, I invented a business model that helped my small-market radio company add an additional $1,000,000 in local-direct, [...]

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The Ad-Writer’s 18-Pack: Number 1

01.20.2010

Today, I’ll give you the first in a 18-pack of simple, short, and useful tips to help you write more gooder immediately. These eighteen principles have helped me design and deliver more than 4000 advertising messages across the United States and Canada. They aren’t magic bullets, but they should help you power through writing sessions [...]

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Ad Writing: Sweeter Words & Sharper Verbs

12.01.2009

Yesterday, I shared a script I wrote that, basically, said:
Les Bourgeois is a great place to spend time with friends in a fantastic atmosphere! Experience the Les Bourgeois experience at a place that’s second-to-none! For all your get-together needs, try us.
Only … I didn’t write that.
But I’ve read and heard the equivalent about a bazillion [...]

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No Greater Gift: Understanding Time vs. Money

11.30.2009 Strategic Planning

Whooooooooooooooooooooooooosh.
We met in 1993. In 2000, I stood up at his wedding.
Before we could sit down again, life happened.
Sound familiar?

Nearly 10 years, 250 miles and 3.3 kids later, he’s here visiting.
When you get a bit older, time tugs a little harder in the war against money.
They’re two sides of the same coin, you know?
Time and [...]

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Customers: Relational, Transactional, Social

11.24.2009 Marketing

As we peer out over the edge of the holiday season, in addition to readying ourselves for turkey and football and games, we’re thinking an awful lot about how our business, clients and customers will fare financially.
We’re also thinking about social media, or more correctly, practical applications of social media. Here in my midwestern college [...]

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“Writing the ad is then the easy bit.”

11.17.2009 Marketing

My partner, Craig Arthur, shared this yesterday from half a world away. Craig runs Wizard of Ads for all of Australia. It raises the simple issue of how to measure success:
Today I received this from one of my clients…
From: The Tint Professor
Subject: RE: Radio
Date: 17 November 2009 7:33:19 AM AEST
To: Craig [...]

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Ad Writing: iDramatizing the Benefit

11.13.2009

Yesterday, I showed you how eBay demonstrated the visceral difference between showing and telling in advertising. Today, I’d like you to take a look at my favorite example from the last 10 years. While Archos was intellectually bullet-pointing the features of their new-fangly mp3 players, another company took a decidedly different approach to marketing theirs. [...]

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Ad Writing: Showing v. Telling

11.12.2009

“Don’t tell her your courteous, son. Open her door.”
In other words, don’t tell her, son. Show her.
Welcome to the the fertile fields of ad writing. I was cleaning up a presentation on ad writing that once provided a dozen meaty, actionable tips for making your ads more memorable. It’s since grown to an eighteen [...]

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Social Media: Best/Worst Practices

11.06.2009 Media

TopRank’s marketing blog published a fundamental foundation to grow your social media platform responsibly. If you’re struggling to grasp what it’s all about, know first you’re not alone by any stretch, but know, too, that you can use this stuff to help you for a lot less money than the cost of a big honkin’ [...]

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