There is only one space that matters [in communications]. The space between the customer’s ears
Sir John Hegarty, advertising legend
Tag: quote
How something is said often matters more than what is said
“Remember: we respond to communication as a whole, not just as a message … think about the ‘body language’, not just the language. How something is said, or who says it, often matters more than what is said.”
Les Binet & Sarah Carter, advertising experts
What you say matters less than how you say it
“Campaigns containing little or no product, but working instead by appealing to emotions or ‘herd instincts’, are twice as effective as conventional ‘message’ advertising. It seems in marketing, like politics, meta-communication is what matters … what you say matters less than how you say it.”
Sarah Carter & Les Binet, ‘How not to plan’
Too many details = terrible communication
“When you give too many details and words and ideas and choices, all those ideas compete with each other – so the receiver has a lot of details, but doesn’t know which one to focus on.”
Joel Schwartzberg, professional presentation coach, via HBR
The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.
Donald B. Calne, renowned neurologist
For better or for worse, in visual culture we judge and are judged by appearances
Kim Golombisky & Rebecca Hagen, design authors
The responsibility for clear communications lies with you
“If some people find it unclear, it’s unclear. If you find it clear and someone else finds it unclear, it’s unclear. The responsibility for clarity of comms is with the communicator not the recipient.”
Vic Polkinghorne, Founder – agency WeAreSellSell
Be different and distinctive
“The more people that do the same thing, the less different and distinctive it becomes. And the less different and distinctive it becomes, the less effective it is. And that’s a real imperative towards innovative thought and innovative action.”
Murray Calder, strategist
We don’t want to push our ideas on to customers, we simply want to make what they want.
Laura Ashley, fashion and home design legend
An idea is anything that changes the selling message from mere information to persuasive communication
Suzanne Pope, advertising expert
Bite-Sized Marcomms 