Deconstructing Ads: San Diego Zoo’s Elephant Odyssey

First Mental Image (FMI): Two Columbian Mammoths enjoying a mud bath. Happy animals. A good First Mental Image, especially if you’re advertising a zoo. The Message: We soon discover that our two heros are soaking in a deadly tar pit. At this moment, the ad takes a disastrous turn down Flop Lane. Here’s why: Conjuring […] Read more »

Screaming Fire in a Crowded Theater: Marketing Ploys and Gimmicks

Relevancy is the filter used by the human brain to discount that which is unimportant. Without relevancy, even surprising facts won’t get through to the decision-making part of the brain. For marketers, this means that advertising ploys and gimmicks have a short shelf-life. Consider the humdinger of a marketing stunt put on by one Ford […] Read more »

5 Things You Can Do To Improve Her Experience At The Cash Register


Just because your female customer is making a purchase doesn’t mean you should relax at the cash register. Every moment is an opportunity to improve your image and deliver a memorable customer experience. Read more »

Deconstructing Ads: USPS Flat Rate Priority Mail Campaign

First Mental Image (FMI): Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently. This ad opens with a solid first mental image. A business seminar is a familiar, non-threatening environment. And most small business owners have attended at least one business seminar in […] Read more »