What keeps people reading is when you say things that are surprising but relevant
Drayton Bird, copywriting legend
Tag: marketing
Classic Yellow Pages ad campaign
Fashion kitchenware
The fashion-style photography cleverly positions this premium kitchenware…
… Fashion kitchenware
Stunning Honda advertising – paper
What strategy and innovation are really about
“A company can outperform rivals only if it can establish a difference that it can preserve. It must deliver greater value to customers or create comparable value at a lower cost, or do both … delivering greater value allows a company to charge higher average unit prices.”
Michael E Porter, strategy visionary
I love this copywriting
Strategy is about barriers to entry
“In business, barriers to entry are required to generate superior returns … by definition, only sustainable barriers to entry can support sustainably outstanding performance … If we use the term strategic to describe an activity that is designed to enhance the long-term value of a business, then strategy is exclusively about establishing or reinforcing barriers to entry.”
Jonathan A. Knee, Bruce C. Greenwald, Ava Seave – The Curse of the Mogul
What an amazing way to advertise a sports newspaper
Focus on the now, and on helping customers worry less
“Why do young men fight in battles? Is it for the long-term future of the country? Is it for the greater glory of your country? Is it for great ideas, like democracy? No, they care about their mates. Their immediate small group – their squad – and not letting them down. That’s why young men and women are prepared to do extraordinary things in battle…
You won’t get people to think about their future concerns – help them to think about their current concerns. Go for the immediate stuff that’s right in front of regular folk … Think about how you can help them worry less about them, give easily achievable goals and bring them on the journey with you”
Jon Leach, strategist (quoted by APG)
Bite-Sized Marcomms 