Set the scene quickly.

Unless there’s a reason to keep the listener guessing where the commercial is taking place, set the scene as quickly as you can (it will help the listener to imagine the situation straight away, and therefore understand the ad).

The last thing you want is for a listener to think, ‘Hang on, where am I? What’s going on?’

It’s not that words like ‘went’ or ‘cut’ are particularly boring, but they do miss the opportunity to describe how someone/someething went or cut.

For example:
Went: slid, bounced, waddled, jetted…
Cut: hack, dissect, bite, saw…

Note, too, that verbs like these create faster pictures than adjectives.

(With any data-collecting giveaway or offer) Consumers must understand from the first day that the marketer will be watching their actions and will be using the data to send focused, relevant, personal messages to them.

Why? Because without permission, a reward to the consumer is worth far less to the marketer.

Advice for promotions and giveaways:

1) No one enters a promotion thinking he’s going to lose

2) No one quits a promotion when she’s tied for first place

3) The fear of losing outweighs the cost of participating

4) If the interactions are fun and good for the ego, it’s likely the consumer will continue to participate

Permission Marketing by Seth Godin

There are two kinds of labor: physical labor & emotional labor.
Emotional labor is what most of us get paid for. Instead of hiding from it, embrace it. If what you did today wasn’t hard, then you probably didn’t create enough value because you probably expose yourself to enough risk and fear.

There are more connections between the olfactory region of the brain to the amygdala-hippocampal complex (where emotional memories are processed) than any of the other senses have. Scent is not filtered out by the brain; it is instinctive and involuntary. Hence, your customer’s nose is actually a direct link to their memories and emotions.

Emotional Branding by Marc Gobé

Colors trigger very specific responses in the central nervous system and the cerebral cortex. Colors may activate thoughts, memories, and particular modes of perception. Properly chosen colors define your brand logo, products, and encourage better recall of your brand, as well as a more accurate understanding of what your brand represents. Poor color selection will confuse your message, confuse your customers and, in extreme situations, contribute to the failure of a brand.

Emotional Branding by Marc Gobé

Giving people strong rewards for an activity convinces them that they are ‘doing it for the money’ and not because they have an intrensic interest in the activities, and that in fact rewards can undermine interest that was there at the outset.

Redirect by Timothy Wilson