Say goodbye to Satisfries. Most Burger King locations are phasing out their lower-fat alternative french fries for a good reason: they weren’t selling. How they got on the menu in the first place, however, is a cautionary tale that could save you from an expensive mistake of your own. Continue Reading
The secret sauce of persuasion: storyselling
Invading Martians land in New Jersey’s meadowlands, their fighting machines marching toward Manhattan. New Yorkers flee in terror because of some golden-age radio storyselling.
Orson Welles’ Mercury Theater of the Air’s War of The Worlds not only demonstrates the compelling nature of radio, but the power of storytelling itself. That 1938 radio play also revealed to me how to build traffic for web videos.
Whether it’s on the radio, in a magazine, or across the web, the secret sauce of success is story. A story well told stirs action, gets remembered, passed along. The difference between getting a dozen views and attaining multi-bazillion viral status comes down to story.Continue Reading
Creating authentic conversational radio ads step-by-step
Given a choice between rolling in fire ants or stomaching conversational radio ads, I’d opt for the ants; the pain of phony-baloney radio dialog takes longer to heal than ant bites.
That’s too bad since natural, human dialog can create compelling radio. Conversation is, unfortunately, incredibly difficult to write—especially when you write by the rules of good grammar.Continue Reading
It’s not what’s under the hood that moves you
There's something new under the hood of the 2013 Ford Mustang. But, you won't see it in ads. Instead, Ford understands anchoring to what's under your hood is more likely to move these cars.Continue Reading[powerpress]
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