You are competing with every piece of content ever made for every person’s attention. You need to be entertaining. Don’t outsmart. Out entertain.
Dolf van den Brink, President & CEO – Heineken USA
Tag: quote
Taking risks is a core part of breakthrough marketing
If a man isn’t willing to take some risk for his opinions, either his opinions are no good or he’s no good
Ezra Pound, poet
Advertising is salesmanship in print
John E Kennedy, copywriter
Do not say a little in many words but a great deal in a few.
Pythagoras
Elvis knows…
Do something worth remembering.
Elvis Presley
Find customers who need it, and give it to them
Messaging isn’t about trying to persuade people they’re hungry. It’s about finding hungry people. And giving them a big juicy steak to focus on.
Peter Whent, copywriter
This is also true of brands, if we under-invest in them
Without sun and water, crops fail
Princess Margaret, in the Netflix series ‘The Crown’
Let the audience fill in some blanks…
“When baiting a trap with cheese, always remember to leave room for the mouse” Howard Gossage, advertising icon
What he meant was, don’t just tell the audience what you want them to think. Leave some blanks for the audience to fill in themselves, so they reach the destination on their own. A conclusion or idea formed by the customer in their own mind is likelier to stay there.
Marketing lesson: keep trying
“What I had to do was get in the box 500 times a season. 100 times I’d connect. 50 times the goalkeeper would save it. Half of the rest would go in and 25 goals a season would do me – just by making sure I got in the box 500 times”
Jimmy Greaves, England football international
(H/T Dave Trott)
Innovation is less about producing something new, and more about enabling something new and important for customers
Clayton Christensen, strategy expert
Bite-Sized Marcomms 