How to Shape Human Behavior for Advertisers

TABLE OF CONTENTS How does the advertising process work? I want to hire a professional. How can I tell the good from the bad? What misconceptions do brands commonly have about marketing? Branding Strategy Business Models Products, Services… Read More

72. William Channer on How to Build a Successful Podcast & Reconsidering Your Comments Section

Designer, founder and journalist, William Channer has +10 years experience enabling and inspiring startups through apps, books and podcasts on advertising, business, design and technology.

When it comes time to pitch, you’ll be amazed by how powerful your persuasion skills have become simply because you understand a little more about the field and what drives it. Hegarty on Creativity by Sir John Hegaty of BBH

In the end, everything is connected and the more connections you make the more interesting your work will become. Hegarty on Creativity by Sir John Hegaty of BBH

Snap judgments and rapid decisions often lead to poor work. The ability to stand back from your thinking and give it what we call ‘the overnight test’ is essential. Unfortunately, we live in a world today that too… Read More

In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles: Art directors think visually. Writers think in terms of narrative. Hegarty on Creativity by Sir John… Read More

We draw conclusions based upon how the information is presented—not the actual information itself. An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat…. Read More

One of the greatest threats we face is simply put – bullshit. We’re drowning in it. We’re drowning in rhetoric that is just true enough not to be a lie. Bob Hoffman on The Golden Age of Bullshit citing speechwriter John… Read More

Creativity isn’t an objective pursuit. Its value can’t be measured the way other skills can be. Eventually, of course, its value will be confirmed, but often long after it was created. Hegarty on Creativity by Sir John Hegaty of BBH

There’s no doubt creativity flourishes in adversity. And while I’m not suggesting starving yourself is the best spur to great thinking, I do believe one discomfort is worthwhile. Hegarty on Creativity by Sir John Hegaty of BBH

I know people in tech who love who say ‘Just keep it short! Just keep it concise! Just give with what they need!’ Totally wrong. If you see a page that’s educational, informative; that’s got people like you,… Read More

Creativity is one of the most unforgiving of careers. It’s brutal. It rewards without question and it punishes remorselessly. It doesn’t take prisoners and it has no respect for reputation. And the longer you go on doing it,… Read More

Read shit and you’ll think shit and you’ll create shit. Hegarty on Creativity by Sir John Hegaty of BBH

It is possible to gain a good insight into the mindset of a customer by closely observing their total package of ‘expressions.’ By paying attention to the words people choose to use, their tone of voice, the gestures,… Read More

Industries where the packaging design is nearly identical is likely due to supplier limitations or governmental regulations or maybe that all of the ‘competing’ products are actually owned by the same parent company who find it more economical… Read More

When someone chooses to share your content, this demonstrates two things. 1) The reader has found enough value in your content to recommend it to the people he or she knows. 2) Now more people are likely to… Read More

Give your event a landing page, website and/or social media profile. In terms of digital marketing, the event should have it’s own social media pages and allow for sharing and RSVPs. Include key messages and constant updates to… Read More

Bullshit has become such a powerful weapon that it’s hard for us to stop ourselves from using it. We use it on consumers. We use it on our clients. And we are now bullshitting ourselves. The Golden Age… Read More

Just because technology has made it easier to create and express yourself does not mean you’re any good at it. Every day I’m inundated with badly written, poorly constructed, uninformed blogs. Hegarty on Creativity by Sir John Hegaty of BBH

People don’t believe facts; they believe ‘experts.’ Bob Hoffman on The Golden Age of Bullshit citing Daniel Kahneman, Nobel prize winner