CHAPTER ONE – A New Decision
An old man sat in a chair and looked into an open book.
A younger man entered the room. “Poobah, I’ve decided it’s time to start advertising.”
“Why?” the old man said, without looking up.
“What do you mean, ‘Why?’ I thought you believed in advertising.”
“I do. I’m just trying to figure out why you suddenly started believing in it.”
“I was thinking it might improve our sales figures.”
“Well, that’s the purpose of advertising, isn’t it?”
“I suppose so.” The old man turned the page.
The younger man’s jaws grew tight. He looked off to his left a moment, then back at the old man, “You said that like you don’t really believe it.”
Still looking at his book, the old man said, “I believe the purpose of advertising is to let a person tell their story. What story do you plan to tell?”
“I want people to change their minds about my company.”
“People never change their minds, Sunshine.”
“I knew I shouldn’t have interrupted. I’ll come back later.”
The old man looked up from his book and said, “If you give people the same information you gave them in the past, they’ll continue to make the same decision they made in the past.”
“In other words, they’ll continue not to buy from my company.”
The old man nodded. “When a person appears to have changed their mind, they’ve merely made a new decision based on new information… No new information, no new decision.” The old man lifted a ceramic mug to his lips and sipped. “My tea got cold.” He stood to his feet. “Would you like a cup?”
“What have you got?”
“Well, if you’ve got that, I’ll bet you have Napoleon.”
“I’d really rather have coffee if you’ve got it.”
They began walking toward the kitchen.
“You’ve gotten downright self-indulgent in your old age, you know that?”
The old man smiled, “I’ve always been self-indulgent.”
The water was heated. The tea was made. The old man handed a mug to the younger. “Napoleon for you. 1837 for me.” He opened a drawer, pulled out a small book and handed it to the younger man. “I want you to have this.”
The younger man sat down and placed his mug on the kitchen table. He turned the book over in his hands. “A Decent Cup of Tea, by Malachi McCormick.” He opened the cover and flipped through its pages. “Handmade paper. Deckled edges. Second-color illustrations. This looks like something the Roycrofters would have made 100 years ago.”
The old man nodded, “It was definitely a labor of love.”
The younger man looked up. “Thank you, Poobah.”
“Read that little book and you’ll fall in love with the ritual of tea.”
The younger man grinned. “Oh really? Is that so?”
“It is, in fact, so.” The old man raised his mug to eyebrow height, “And you’ll wish Malachi McCormick was your next-door neighbor.”
“I really do appreciate the gift, Poobah. Can we talk about advertising now?”
“We’ve been talking about advertising all along.”
The younger man looked at his steaming mug of tea and then at the little book beside him. “This book will teach me about advertising?”
“If you’ve got the eyes to see it.”
“What do you mean?”
“McCormick will give you a new perspective on an old subject. And he’ll probably cause you to make a new decision about tea.”
“A new decision based on new information?”
The old man nodded, then took a sip.
“Is his information scientific? Is it evidence based? Does he have third party credibility?”
“Of course not,” said the old man. Then he slapped the tabletop. “Win the heart and the mind will follow. The mind creates logic to justify what the heart has already decided.”
The younger man looked at the old man and blinked for a minute. Finally, he said, “You never told me whether you thought I should advertise.”
The old man began walking toward his study. “You never told me what story you plan to tell.”
CHAPTER TWO – The Study
The ceiling was high. Books covered the walls. A rolling ladder stood in front of each bookcase. The study had a desk with a chair behind it and two chairs in front. There was a small side-table between the chairs. The old man sat his mug on that table as he plopped into the more weary and worn of the chairs. The younger man sat gently in its fresher twin.
They sipped their tea.
Two and a half minutes later the younger man said, “Are you still waiting for me to make up a story?”
The old man held his mug in both hands, “When you have nothing to say, don’t let anyone convince you to say it.”
“Are we still talking about advertising?”
“That’s what you wanted, isn’t it?”
“Who, besides you, is trying to get me to answer a question no one was asking?”
“Sunshine, most advertising is sold to men and women who have nothing to say. I’m just trying to encourage you not to be one of those people.”
“I thought you believed in my company.”
“I do believe in your company, Sunshine. I was hoping you would tell me why YOU believe in it.”
“I came over here because I thought you’d help me decide which media to use. I thought you knew about that sort of thing.”
The old man’s eyes grew unfocused as he stared off into the distance. When he returned from wherever he had been, he looked at the younger man. “So you’re trying to choose between TV, radio, billboards, newspaper, magazines, bus shelters, direct mail, email, Facebook, Google adwords, social media, content marketing, and retargeting. Is that it?”
“Exactly. And I was thinking about maybe hiring a PR firm.”
“Sunshine,” the old man said, “the message makes the media work. The media doesn’t make the message work. When your message is right, every media works. When the message isn’t right, nothing works. So I’m going to ask you one last time, what story do you plan to tell?”
“Why are you doing this to me?”
“Running me in circles and refusing to answer my questions. Is this fun for you?”
The old man smiled and nodded. “A little bit.”
“Well it’s not fun for me. So cut it out, okay?”
The old man gave a single nod. “Okay.”
“Now help me decide what should be included in my media mix and what percentage of my budget should be spent on each element of the mix.”
The old man looked down at the ground and slowly shook his head.
“I hate it when you do that,” said the younger man.
“Act like I’ve said something stupid.”
“Sunshine, a media mix is the wrong approach. It’s better to do one thing wholeheartedly than two things half-heartedly.”
“Put all your eggs in one basket?”
“Yeah. And then guard that basket.”
“That’s not what my friends in advertising are telling me.”
“Are they telling you the secret is to reach the right people?”
“Yes! That’s exactly what they’re telling me! Now we’re getting somewhere. I’m glad you agree.”
“But I don’t agree. I was just asking if that’s what they’re telling you.”
The younger man smiled and said, “Poobah, someday I’m going to smother you with a pillow while you’re asleep.”
The old man smiled and said, “But Sunshine, if you do that, I won’t be there to clap and cheer when you become a big success.”
The old man held his tea mug out toward the younger one who clinked it as though they were wine glasses.
They had obviously done this before.
“So you really don’t believe reaching the right people is the secret to success?”
“Sunshine, I’ve never seen a business fail due to reaching the wrong people.”
“So why does advertising fail?”
“Ads fail when they say the wrong things.”
“And the wrong things are…?”
“Do you remember when we sat at Starbucks the other day?”
“I told you bad advertising is about you, your company, your product, your service, your telephone number and your street address.”
The old man sat down his mug and turned both his palms upward. “So why are you asking me again?”
The younger man said, “You told me good advertising is about the customer, and how your product or service is going to improve their life.”
The old man slapped the table again. “You’ve got it.” He took another sip of tea. “Talk to the customer in the language of the customer about something the customer already cares about.”
“What do you mean, ‘the language of the customer?'”
“Use the phrases they use. See the world from their perspective. Talk to them about something that already matters to them, not something that should matter or would matter…” The old man sat down his mag again to make air quotes with his fingers, “…if they only understood.”
“But I was hoping I could educate the customer.”
“Because if they knew what you know, they’d buy from you, right?”
“Sunshine, how many men woke up this morning, rubbed their eyes and said, ‘I sure wish I knew more about color, cut, clarity and carat weight. Yes sir, my life would be complete if someone would just teach me how jewelers choose diamonds.”
Now it was the younger man’s turn to look down at the ground and shake his head.
“Sunshine, do you know what a man is paying for when he buys a diamond?”
“He’s paying for the reaction of the woman he loves.”
“So what’s the ‘language’ of a man who’s buying a diamond?”
“I would say you’re speaking his language when you talk to him about the woman he loves.”
“Bingo. Give that boy a stuffed koala.”
“But you’ve got to agree that when a customer types a search string into Google they’re looking for information; facts, figures, customer reviews, prices, street addresses, phone numbers and store hours. They’re looking for an education.”
“No question about it,” said the old man, “and if you buy the right keywords, your name is going to pop up. Is that what you’re thinking?”
“Exactly. It’s called the Zero Moment of Truth.”
“I know. But there’s one thing you failed to consider.”
“The names of all your strongest competitors are going to show up right alongside your name. Every one of your delightful competitors are going to be standing shoulder-to-shoulder beside you like it was the Miss America pageant. And some of those competitors are as pretty as you.”
“What are you saying?”
“I’m saying if you wait until the Zero Moment of Truth to win the hearts of your customers, you’ve waited way too long. Now you’re just a face in the crowd.”
“Poobah, you’re an out-of-touch dinosaur, a roaring T-Rex with a big mouth and short little arms.” The younger man clinched his elbows to his ribcage and flailed his forearms wildly in front of him, leaving his wrists limp so that his hands flopped comically around.
The old man smiled. A moment later, he said, “I think they call it the Zero Moment of Truth because the truth is, you have zero moments left to win your customers’ hearts.” He stood up and began waving goodbye as looked off into the distance. “Time’s up. Smile big. Keep your fingers crossed.”
The younger man shook his head. “You just don’t understand the internet, Poobah.”
“Marketing isn’t about understanding the internet, Sunshine. Marketing is about understanding people.
CHAPTER THREE – How to Reduce Your Cost Per Online Lead
The old man said, “Do you remember Ken Goodrich?”
“Isn’t he one of those air conditioning guys you told me about the other day at Starbucks?”
The old man nodded.
The younger man said, “What about him?”
“Ken was spending about 2 million a year in online marketing.”
“Didn’t you say he was in Phoenix? That seems like a lot.”
“That budget includes Las Vegas and Los Angeles, too.”
The younger man lifted his cell phone and looked at the time. Then he began scrolling through his texts. “And?”
“And then Ken hired a new ad writer.”
Without looking up, the younger man said, “Do you know a shorter version of this story? If you do, I’d like to hear it.” The telephone rang. He answered it. “Hello?”
The voice on the other end of the line said, “Give me your phone. Then give me your attention.”
The younger man looked up, turned off his phone, and handed it to the old man. The old man turned off his phone, too, and placed both on the floor beneath his chair.
“Sorry about that, Poobah.”
“Anyway, this new ad writer asked Ken Goodrich, ‘What’s your average cost per online lead?’ Ken said, ‘441 dollars.’ The ad writer said, ‘Do you have any reason to believe that number is going to go down?’ Ken said, ‘No, that’s pretty much in line with the national average for my category.'”
“Are you going to tell me his cost per lead went down?”
“Two years later, the business had grown 453 percent and Ken’s cost per online lead was bouncing around between $39 and $47.”
“It fell from $441 down to just $47?”
“Ken told me all about it in an email. I’ll show it to you if you want.”
The younger man leaned forward. “Exactly what did his new ad writer put into those online ads?”
“He didn’t get involved with Ken’s online ads at all. He just wrote ads for the radio.”
The younger man fell back into his chair and cocked his head a little sideways.
The old man walked over to his desk, picked up his laptop and brought it back to his chair. He tapped on the keys a moment, then handed the open laptop to the younger man. “This is the first ad the new writer wrote. And by the way, Goettl rhymes with kettle.”
Sunshine took the laptop and began to read the ad out loud.
KEN: I was a ten year-old boy holding a flashlight for my Dad while he worked on an air conditioner for a customer. His name was Duncan Goodrich. He didn’t talk much. But there’s a certain kind of magic that happens when a son holds a flashlight for his father. I held it steady and quiet and Dad talked to me while he worked. He said, ‘When a person needs help, you respond right away. Not when it’s convenient for you.’ He said, ‘Always do the right thing. Always do what’s right.’ And he said, ‘The Goettl Iron Horse is a magnificent machine. Nothing else even comes close.’ That was the first night I held a flashlight for my Dad but it wouldn’t be the last. At Dad’s funeral six months later, I realized that every time he handed me that flashlight, he was passing the torch. And my Dad believed in Goettl air conditioners. So I bought the company. Goettl. Gee Oh Ee, T-T-L. It’ll keep you cool, but it’s hard to spell. You can count on us to respond right away and do the right thing… Always. No one knows air conditioning like Goettl.
The old man said, “Now scroll down and read the next one.”
The younger man continued.
“KEN: My Dad never worked for Goettl. He was a self-employed air conditioning repairman named Duncan Goodrich. But he admired the Goettl Brothers like airplane people admire Orville and Wilbur Wright. The Wright Brothers were from Dayton, Ohio. The Goettl Brothers were from the Sonoran Desert, not far from here. The Wright Brothers were awarded 7 patents for their aircraft innovations. The Goettl Brothers were awarded one hundred and fourteen. Hundreds of millions of people owe their summertime comfort to the Goettl Brothers. My Dad believed in Goettl. He told me never to buy anything else. So I saved up my money and I bought the company. As a boy, I held the flashlight for Dad when he fixed air conditioners at night. That flashlight was important to me. So when you wave to us at a gas station or in a cafe, we’re going to give you a Goettl flashlight because you’re important to me, too. When your system needs attention – no matter what brand it is – call Goettl. No one knows air conditioners like Goettl. No one. Gee Oh Ee, T-T-L. It’ll keep you cool, but it’s hard to spell.”
The old man said, “Ken said he gave away more than 100,000 flashlights during the first 12 months.”
“A hundred thousand flashlights must have set him back a few bucks.”
“They were retro, old school, metal, but with LED bulbs and Ken even included the batteries. That’s class, Sunshine. People started pulling over to say hi when they saw his trucks parked at a jobsite and they started waving at his guys at stop signs.”
The younger man whistled softly, then said, “Those had to be at least a few bucks each.”
“Did you hear the part about growing 453 percent?”
“Ken’s company must have been really tiny before they started growing.”
“No, he was already spending 2 million a year in online marketing, remember?”
“So does he talk about his Dad in every ad?”
“Nope. Just those first two.”
“What do the other ads say?”
“Scroll down and read one more.”
“KEN: The best home service companies do background checks and drug tests on prospective employees, but at Goettl Air Conditioning and The Sunny Plumber, we take those evaluations even further, because we want you to LIKE the people who come to your home. I mean really LIKE them. This is going to sound crazy, I know, but I make sure my dog Sadie is there when I meet a prospective new hire. Sadie is a Wheaten Terrier. If Sadie goes straight to a person and gives them her Wheaten Greetin’, I know you’re going to be really comfortable with that person in your home. But if Sadie goes off and hides, there’s no way that person is comin’ to work for Goettl or Sunny. Sadie is never wrong. So now you know I’m crazy. But isn’t it okay to be crazy about hiring likable, happy people that will make sure the customer is delighted? Isn’t it okay to be crazy about old fashioned, Do-The-Right-Thing customer service? Goettl and Sunny are fabulous companies to work for, and they’re fabulous companies to call. Because everyone who works here is Sadie Certified.
ANNOUNCER: Goettl Air Conditioning is Contractor License _________ The Sunny Plumber is Contractor License ____________
KEN: Goettl Air Conditioning and The Sunny Plumber.”
“Now scroll down and read that email from Ken.”
The younger man began reading again.
“Our Vegas team hit their goal in March, actually killed the goal with a 5X year over year growth.”
“When my team hits their goal I take them out for a goal dinner, a party for the team.”
“This is my 30th year in the HVAC business and this was the first time I witnessed my entire team love working for my company and have reported they feel important, respected and they’re like celebrities working here. The energy was electric. They are proud to wear the brand. I teared up through the goal dinner because 30 years ago I knew I’d be here one day, just didn’t know how or when.”
“The customers in Vegas are proud to have Goettl and Sunny in their home. They take pictures with my guys!”
“We’re on to something here.”
CHAPTER FOUR – Branding vs. Bonding
When he had finished reading the email, the younger man asked, “How did those radio ads lower his cost per online lead?”
“Sunshine, Ken Goodrich gets the click, the call, and the sale because his companies invest in pre-sale bonding with customers through mass media.”
The younger man said, “I think the term you’re looking for is pre-sale ‘branding.'”
The old man smiled. “So what is ‘branding,’ exactly?”
“Well,” the younger man said, “it involves a logo and the consistent use of a chosen group of ‘brand’ colors, along with a particular font – a font is what a person from your generation might call a ‘typeface’ – along with a chosen set of layout proportions, and a specific style of photographs, sketches, or illustrations, to create a consistent look and feel in all the ads across every platform. Your branding campaign might also include the repetitious use of a selected slogan or tagline.”
The old man looked at the younger one. And then he looked some more.
Finally, the younger man asked, “Does it hurt your face when you smile that big?”
Still smiling, the old man shook his head no.
“I can’t tell if you’re proud of me or if you’re about to laugh out loud.”
The smile immediately disappeared from the old man’s face. “I would never laugh at you, Sunshine, unless I knew you were trying to be funny.”
“Well, that’s good to know.”
“Was I what?”
“Were you trying to be funny?”
The younger man looked at the old one and said nothing. And then he said nothing some more.
The old man continued, “Sunshine, what you described is just a visual style guide that included a slogan. But have you ever seen a business that didn’t have a style guide and a slogan? And every company thinks theirs is better than any of their competitors. But what are those companies doing to create an emotional bond with customers they’ve not yet met? This is the real goal of branding, isn’t it? But since most people think they’re ‘branding’ when all they’re doing is following a visual style guide, let’s you and I agree to call this pre-sale process ‘customer bonding,’ okay?”
“So how would you define the difference between a visual style guide and a customer bonding effort?”
“If your visual style guide is successful, people will recognize you when they see you.
If your customer bonding effort is successful, people will think of you – and feel good about you – when they finally need what you sell.”
“Wait a second,” said the younger man as he typed on the old man’s computer. “I’m writing that down. You don’t mind if I use your laptop, do you?”
“Of course I don’t mind.”
“Okay, I’m ready. Keep talking.”
“Now let’s look at the business categories that benefit most from pre-sale customer bonding.”
“When you say ‘pre-sale,’ what do you mean, exactly?”
The old man said, “Let’s call the pre-sale customer ‘the invisible customer,’ because he or she is a customer that has never bought from you. In fact, they’ve not made contact with you in any way.”
“Okay,” said the younger man, “Now tell me about those business categories where customer bonding is the thing to do.”
“Number one,” said the old man, “you sell a product or service that people buy less often than once a year. Number two: there’s no way to know exactly who is going to need what you sell, or when they’re going to need it.”
“So far, it sounds to me like you’re describing a business that should invest heavily in Search Engine Optimization and a bunch of pay-per-click keywords. What am I missing?”
“Okay, Sunshine, let’s say you did that. So now when the invisible customer finally needs what you sell, your ad is going to pop up at the Zero Moment of Truth
along with the ads of everyone else in your category. But do you want to know which company is going to get the click, the call and the sale?”
“The company owned by Ken Goodrich?”
“Bingo. It’s the company that’s been bonding with customers through mass media. Give that boy another plush koala.”
“But those radio and TV ads also generate direct inquiries, don’t they?”
“Of course they do, but one of the first signs that your customer bonding program is working is that your online cost for lead generation will begin to decline and your conversion rate will rise.”
“That seems strange to me,” said the younger man.
“I was in a room where Ryan Deiss…” began the old man before the younger man interrupted.
“DigitalMarketer.com Ryan Deiss?”
The old man nodded as he continued, “Ryan said just ___ percent of America’s retail sales take place online, but ____ percent of all retail shoppers go online before making their purchases, even though _____ percent of their purchases will be made from brick and mortar stores.”
“Are they going online to check prices?” the younger man asked.
“That’s part of it, I’m sure, but they might also be looking for product reviews, or store hours, or maybe they just need the phone number or street address for the store. The bottom line is that visiting your website is often the first half-step our invisible customer takes before making contact with you. This is why it’s important that your website clearly echoes all the personality of your mass media ads.”
“Personality?” asked the younger man.
“You can’t bond with customers without it. And when you read those 3 radio ads featuring Ken Goodrich, didn’t you sort of feel like you knew him a little?”
“Definitely,” said the younger man, “and if I was hearing him deliver those lines in his own voice, I’m sure the effect would have been profound. I can see why home services companies need to bond with the invisible customer before that customer is in the market to purchase, but what other sorts of businesses fit the criteria for customer bonding?”
“Every business benefits from bonding, of course, but the businesses that absolutely depend on it are the ones that sell a product or service people buy less often than once a year AND there’s no way to know in advance exactly who is going to need what you sell, or when they’re going to need it.”
“I’m ready to write down categories of businesses, Poobah. Don’t keep me waiting.”
“No, Sunshine. That’s not what we’re going to do,” said the old man. I’ve told you twice what the criteria are, so now you tell me which business categories fit that sweet spot perfectly.”
The younger man handed the laptop back to the old man and raised a single forefinger. “One: jewelry stores, especially those that sell engagement rings.”
The old man typed that into the computer and said, “That’s a good one. What else?”
The younger man held up two fingers, “lawyers.” Three fingers, “dentists.” Four fingers, “churches.” Five fingers, “home appliances.” Six fingers, “furniture.” Seven fingers, “car dealers.”
The old man shook his head and said, “They rarely have the patience to wait for the harvest. Car dealers tend to be twitchy little bastards. But maybe some day a smart car dealer will invest in winning the hearts of the people and that one will completely take over his city.”
The younger man raised his eighth, ninth and tenth fingers, “and of course plumbers, and HVAC companies, and full-service junk removal.”
The old man smiled and asked, “Are you thinking about 1-800-GOT-JUNK?”
“I’ll never live down spewing coffee across the table at Starbuck’s the other day when you told me Brian Scudamore was doing $25 million a month.”
“It was good that you left our girl a big tip.”
“How did you know about that? You had already walked away from the table.”
“She mentioned it to me the next day.”
“Is there anyone in this town who doesn’t know you?”
“Only you, Sunshine.”
“What do you mean?”
The ole man grinned and said, “You actually believed you needed to explain branding to me.”
CHAPTER FIVE – Selling the Upscale Customer
If you attempt to target the upscale customer intellectually, you will have limited success. The upscale customer must be attracted emotionally, with elegant ideas,
elegant images, elegant words.
The Four Components of Magnetic Attraction
1. Big Idea
2. Nuts and Bolts
The Big Idea and the Nuts and Bolts are easy.
Entertainment and Hope are two of the components of Glamour.
Glamour: an old Scottish word meaning a literal kind of magic spell that makes you see something different than what is there; usually something better than what is there. Glamour is an illusion; a form of persuasion.
– Virginia Postrel
Examples of “partial reveals” include:
Shadows (candlelight, bonfire, etc.)
Black and White Photographs
Eyes Looking Away
Elegant Verbal Description is all about what you leave out.
CHAPTER SIX – They Call It Mass Media for a Reason
Reach and Frequency
Gross Ratings Points
Cost per point
Market Potential (Chuck McKay)
Cost per person/per year
CHAPTER SEVEN – The Best Internet Advertising
Jeffrey and Bryan, plus Ryan Deiss
CHAPTER EIGHT – Creating Your Brand Personality
Poobah, you said 30 minutes ago that creating a brand personality was the key to customer bonding. How, exactly, do you craft a personality? And more importantly, why does it matter?
Sunshine, I’m proud that you asked. But the first thing I want to make clear is that your brand can, and probably should, have a slightly different personality than the spokespeople who speak for your brand.
A brand is an imaginary character. Like a character in a novel, a TV show or a movie.
Narrative arc. Character arc. Character diamond.
“Entertainment is the currency that purchases the attention of the public.”
Yankelovitch. 1978. 2008.
That’s not what my marketing friends are telling me.
Almost every wise saying has an opposite one, no less wise, to balance it.”
– George Santayana (1863 – 1952)
“Proverbs contradict each other. That is the wisdom of a people.”
– Stanislaw Lec (1909 – 1966)
Look before you leap.
He who hesitates is lost.
If at first you don’t succeed, try, try again.
Don’t beat your head against a stone wall.
Never put off till tomorrow what you can do today.
Don’t cross the bridge until you come to it.
Haste makes waste.
Time waits for no man.
Life is what we make it.
What will be, will be.
You’re never too old to learn.
You can’t teach an old dog new tricks.
Hitch your wagon to a star.
Don’t bite off more that you can chew.
A word to the wise is sufficient.
Talk is cheap.
It’s better to be safe than sorry.
Nothing ventured, nothing gained.
How long will it be before my ads start working?
That depends on what you say in your ads.
What do you mean?
Advertising is a tax we pay for not being remarkable. The more remarkable your message, the more quickly it works.
Really? It’s that simple?
There’s a little more to it than that, of course, but yes, that’s basically it.
Tell me about the “little more” there is to it.
- What percentage of the population needs what you’re selling?
2. Do they already know they need it, or will you have to convince them?
3. How often do they buy it? What’s the product purchase cycle.
(EXPLAIN, with examples.)
Gross rating points.
But ever college teaches it.
They’re not teaching kids how to launch and run a business from the ground up. They’re teaching kids how to be successful employees of Fortune 500 companies.
It’s like my friend Michael Gerber says,
E-Myth Michael Gerber?
Poobah nodded as he complete his sentence. “…you paid for a higher education, but it isn’t higher, and it’s not an education.”
reach and frequency cannot be multiplied. They’re not interchangeable.
[quote from pdf about Valedictorians. “compliance and conformity.”
Determinist vs. Probabilist “Leap and a net will appear.” An electron can be in two places at once.
Spence – introduced artisan created diamonds. Average sale went UP, not down. No data could have predicted that. But hindsight is 20/20. After they saw it happen, they understood what was going on. When customers were presented with a bigger diamond than they thought they could afford, the immediately asked themselves, “How big would it be if we raised our budget a little.” And then it got truly exciting. The budget was raised a little more, then a little more again. In the end the customers were spending a little more money than they had planned, but the diamonds they were getting were way beyond what they ever thought they would own.
It makes perfect sense now that you explain it.
Hindsight is always 20/20.
Narrative arc. Character arc. Character diamond.
Bob Hoffman, the ad contrarian. Mark from Australia. MondayMorningMemo.
Outdoor partnered with radio.
Bus shelters parallel to the road and windshield height.
TV is bought exactly the opposite of radio.
Cost per person/per year
Safe place for influential people to come. Never tell who is going to be there.
Phonemes including little cat feet
meter including Hiawatha
metaphors including MMMemo and videos from Youtube
Color can be used to link and separate.
Tint – hue- tone