How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and Persuade: Deconstructing Domino’s “Rate Our Chicken” Ad

Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are powerful and persuasive in their own right. So grab a latte, pull up a chair, and let’s get started. First Mental Image (FMI): Viewers are introduced to Tate, Domino’s [...] Read more »

Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part Two

Welcome back to Part Two of this post… The customer experience meltdown I described last week is not at all uncommon. I see stuff like this all the time. And I bet you do too. Things like: Disgruntled Employee grumbling openly about hours, work conditions, or other co-workers. This tends to happen most frequently as [...] Read more »

Why You May Be Sabotaging Your Advertising Efforts and How to Avoid This Mistake – Part One

I’m concerned that you may be sabotaging your advertising efforts… and it has nothing to do with poorly written ads, or choice of media. Truth be told, I’ve carried this concern for a long time. But it took a customer experience meltdown to remind me that I need to make sure you’re maximizing every penny [...] Read more »

Strategic Questions #6 & 7: What is the felt need of your customer that you are willing and able to meet?

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What is the felt need of your customer that you are willing and able to meet? Persuasive communication demands relevancy. Which means your marketing message must communicate an idea, feeling or outcome that the customer [...] Read more »

How Observing The Law of Polarity Can Attract an Army of Loyal Customers to Your Door

Bland and colorless marketing is the result of trying to be all things to all people. And far too many ads are written NOT to offend, rather than persuade. But, as I’ve said before, persuasion is the goal of marketing. And convincing your customer to take action often requires that you choose a segment of [...] Read more »

How Under Armour’s Marketing to Women Strategy Annihilates the “Shrink It and Pink It” Myth

Prevailing wisdom, for more than a decade, has sold business owners a marketing to women magic elixir dubbed “Shrink It and Pink It.” Seems pretty enticing. Probably works like gangbusters, right? Baloney. Prevailing wisdom is wrong… Shrink It and Pink It is pure crappola. And anyone who believes that this strategy is the path to [...] Read more »

I Hate Miracle Whip… But I Love This Ad

In this post, I’ll deconstruct Miracle Whip’s “Take a Side” ad, explaining why its one of the best ads I’ve seen in awhile. First Mental Image: “On a scale from one to 10, I HATE Miracle Whip at like 22.” KABOOM! Just like that, you’re captivated by a high-impact, First Mental Image (FMI), which is [...] Read more »