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
Tag: quote
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
A powerful take on persuasion
“The most powerful way to get someone to believe something is not to show them facts, because facts can be interpreted in different ways. It’s to make their income or approval in a social circle depend on believing it.”
Morgan Housel
A brand without trust is just a product, and a product can be replaced
Keith Weed, CMO, Unilever
Advertising works not by communicating, but by making someone feel something. Emotions are the key
Les Binet & Peter Field
What is an insight?
…an observation framed in such a way that it changes understanding of the situation and suggests action
Jem Fawcus, CEO – Firefish
Creativity has a considerable affect on marketing campaign effectiveness
“Our findings confirm the conventional wisdom that creativity matters: Overall, more-creative campaigns are more effective – considerably so … a euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign.”
Werner Renartz, Professor of Marketing at the University of Cologne & Peter Saffert, research associate at the University of Cologne in Germany. via Harvard Business Review
Bite-Sized Marcomms 