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,… Read More

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,… Read More

(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… Read More

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… Read More

Art helps us change the way we see things. It gives us the language to define them. Charlie Melcher at the 2013 Future of Storytelling summit

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… Read More

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… Read More

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… Read More

Research shows that people who focus on the process of achieving a desired outcome are more likely to achieve it than those who simply think about the outcome itself. Redirect by Timothy Wilson

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… Read More