Of course, the danger is that your passion spills over into obsession and you become a bore.
Nobody wants to be one of those.
I work in advertising but I don’t live it.
Juxtaposition is the art of placing together a number of contrasting objects or ideas, usually two.
Used effectively, it captures our imaginations immediately, making it one of the most valuable techniques any creater can employ to dramatize their message.
And it’s at its most potent when these two objects are as diametrically opposed to each other as possible.
When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’
That is why a brainstorming session is a complete and utter waste of time for the truly creative person.
Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.
Facebook’s pages platform reaches only six percent of a brand’s followers; and it’s headed down to one to two percent.
If businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.
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.
The facts are identical but it is the positive spin not the concrete evidence that drives the appeal.
The people LEAST likely to engage deeply are the MOST important for growth.
There is a way out of this paradox. But it requires us to embrace two principles:
1) Battle for interest, not attention
2)Fans are actors, not the audience
Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.
This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.
They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.
Don’t ever work in advertising.
‘I work in advertising; I sell Doritos.’ ‘Fuck OFF!’
Advertising is most successful when it seeks to increase penetration, not loyalty.