Advertising - make your message stand out

We now live in the information age, so one of our brain's major daily functions is to help filter out the majority of this information. That is the role of your 'reticular activator' - it’s your mind’s filtering mechanism. Kind of like a goalie, trying to save everything from getting past and filling our mind with irrelevant, unwanted information. It’s also the cause of failure for most advertising. That’s because most advertising assumes it starts with the customer’s attention, but i

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A Better Radio Creative Brief

The wrong questions will always generate the wrong answers and - in the case of your own business's marketing material - chances are you were asked the wrong questions. As a result, your information may require translating. These are examples of the wrong questions you may have previously been asked: What are you advertising? What do you want to say about it? Who is your target market? How is your product unique? What image are you trying to create?

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The Reason why Adverts must only focus on ONE THING

In deciding whether a possibility is correct, people typically look for hits rather than misses. For confirmations of the idea rather than disconfirmations. It is easier to register the presence of something than its absence. Sending people down a single psychological chute gets them to search their memory for a hit. Pre-suade by getting somebody to focus on the trait you wish for them to exhibit. “do you consider yourself someone who is…?” Channel somebodies attention not only promotes

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Writing Advice for your Radio Advertising Clients

Omit needless words, writing needs to be concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences. Most words on a website are just taking up space because no one (other than the writer) is ever going to read them. And just by being there, all the extra words suggest that you may actually need to read them to understand what’s going on, which often makes pages seem more daunting than they actually are, the result of which is people simply leave without read

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Using the Influence Principles in your Radio Advertising- The Law of Likeability

In an experiment conducted using an office stationery wholesaler, two salespeople, both the leading salesperson for their respective branch, rang a list of 50 current clients each, using an identical phone script and both presenting an identical offer. However, one of the salespeople sold the offer to 40 clients the other to only 11. Why? Because one of the salespeople had a pre-established relationship with the clients. The other salesperson also talked to pre-existing clients of the business,

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