Content. It’s the new advertising. We all know why it works, so this post isn’t about that. Rather, it’s about the core concept of content. Specifically, storytelling. Anyone can place an ad. All you need is a budget. Anyone can write content. All you need is time. The problem with this, of course, is that not all advertising is effective. There’s a lot of bad advertising out there. And so as brands move to content as a marketing vehicle, the influx…
Racism, like any extremist view, is an idea. And you don’t “fight” an idea. You manipulate it until they see things the way you want. Trust me, I’m in advertising. Each year roughly 600 billion dollars is spent globally on advertising. It’s an incomprehensible amount of money. But the reason is simple–people are influenced by tactical messages. You can convince anyone of anything if you have a great plan and solid execution. Not all advertising is effective, however. In fact, most of what I…
I’m a copywriter who gets paid to come up with ways to make people think about things differently. In order to do my job, I have to think “creatively.” I’ve won awards, shifted perception, and moved product. Anyway, with the advent of social media, I’ve met a lot of other people who do my job. And while everyone seems to take different paths to creative problem solving, the one thing the people I admire most have in common is that they embrace…
Never has it been more evident to me that I’m a writer as right now. I’m talking about a real writer. A person who writes for food. During the 5.5 years I was at Boxman, I created and executed marketing strategies, but mostly I wrote. Hundreds of posts, thousands of tweets, sales materials, strategies, proposals, and general correspondence. Since leaving there in January, I’ve continued to write my ass off. I had to write a strategy for my new…
You want me to pay attention to something? Get me to try something new? Make me think about an idea a certain way? Use emotion. The one thing that every target market anywhere in the world has in common is that they’re human. You might sell dog food, but you’re not selling it to the dogs. No, human beings are always the target. Even in B2B. And all human beings have one thing in common—emotions. Too obvious? Stay with me…
I’d like to introduce you to my new old company, Smash Communications. And I’d like your help in launching it. As you probably know, I left Boxman Studios in January, after 5.5 years there. Since January, I’ve been sitting on a beach sipping a coconut. It’s totally awesome. And in my spare time, I’ve thought about how to reinvent my old company, smashcommunications. Only, it wasn’t going to be a virtual ad agency again like it once…
