๐๐ณ ๐ฌ๐ผ๐’๐ฟ๐ฒ ๐ช๐ถ๐ป๐ป๐ถ๐ป๐ด ๐๐๐ฒ๐ฟ๐ ๐๐ฎ๐, ๐ฌ๐ผ๐’๐ฟ๐ฒ ๐ฃ๐ฟ๐ผ๐ฏ๐ฎ๐ฏ๐น๐ ๐ฎ ๐๐ผ๐๐ฒ๐ฟ
When you think about it, winning all the time isn’t all it’s cracked up to be. In fact, constantly winning can be a symptom of a much bigger problem. There…
Richard ๐ง๐ต๐ฒ ๐๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ช๐ต๐ผ ๐๐ผ๐๐ด๐ต๐ ๐ฎ ๐๐ฟ๐ถ๐น๐น ๐ฏ๐๐ ๐๐ถ๐ฑ๐ป’๐ ๐ช๐ฎ๐ป๐ ๐ฎ ๐๐ผ๐น๐ฒ
You’ve probably heard the old marketing lesson: People don’t want a quarter-inch drill. They want a quarter-inch hole. Fair enough. But what makes you think they want the hole? Suppose…
๐๐ผ๐ ๐๐ผ ๐๐ฒ๐ฎ๐ ๐ง๐ต๐ฎ๐ ๐ฆ๐ฒ๐น๐น๐ถ๐ป๐ด ๐ฃ๐ผ๐ถ๐ป๐ ๐จ๐ป๐๐ถ๐น ๐๐ ๐ฆ๐๐ฎ๐ฟ๐๐ ๐ฃ๐ฎ๐๐ถ๐ป๐ด ๐ฅ๐ฒ๐ป๐
When I listen to Neil Young’s ๐๐ฐ๐ค๐ฌ๐ช๐ฏ’ ๐ช๐ฏ ๐ต๐ฉ๐ฆ ๐๐ณ๐ฆ๐ฆ ๐๐ฐ๐ณ๐ญ๐ฅ, two parts of my brain get into an argument. The English teacher in me cringes. “Good grief, Neil. You’ve…
๐ง๐ต๐ฒ ๐ข๐ป๐ฒ ๐ค๐๐ฒ๐๐๐ถ๐ผ๐ป ๐ฌ๐ผ๐๐ฟ ๐๐ ๐๐ผ๐บ๐ฝ๐ฒ๐๐ถ๐๐ผ๐ฟ๐ ๐๐ผ๐ฟ๐ด๐ผ๐ ๐๐ผ ๐๐๐ธ
A copywriter asks AI to research customers shopping for home security systems. He gets a polished report: demographics, buyer fears, purchase triggers, objections, and ten promising headlines. His competitors receive…
๐ง๐ต๐ฒ ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐ ๐๐ฒ๐ต๐ถ๐ป๐ฑ ๐๐๐โ๐ ๐ญ๐ต๐ด๐ฐ ๐๐ฎ๐๐ฎ ๐๐ฎ๐บ๐ฝ ๐๐ฑ๐๐ฒ๐ฟ๐๐ถ๐๐ฒ๐บ๐ฒ๐ป๐
Tales from the Swipe File Rather than focus on the ad copy, which is first rate, we’re going to examine the conditions around it: market, audience, zeitgeist (the spirit of…