How Creativity and Entertainment Can Demolish Your Ad’s Ability to Convince: Deconstructing Honda Odyssey’s “The Van Beckons” Ad

Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and you’re in big, BIG trouble. First Mental Image (FMI): Average Joe walking out of a supermarket, late in the evening, [...] Read more »

Strategic Question #8: Are you targeting the relational or transactional customer with your marketing message?

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) Are you targeting the relational or transactional customer with your marketing message? Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you [...] Read more »

How to Make the Heart of Your Customer Roar with Passion for Your Brand: Deconstructing The Dodge Challenger Freedom Ad

In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion. First Mental Image (FMI): A Revolutionary era British soldier/scout running, frantically, through a wooded trail; alerting his troop of the impending American attack. The ad begins with Read more »

Strategic Question #4: What unleveraged assets do you own?

(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What unleveraged assets do you own? Unleveraged assets are the stories, abilities, relationships, products and services in your company that have not previously been positioned for maximum effect. And every business has some assets that [...] Read more »

The Persuasive Power of Emotions

Features and benefits — the nuts and bolts of marketing — are a piece of cake, right? Well, maybe not. First, answer this: Are you tapping into an emotional benefit that drives your customer’s desire — one that your customer is willing to pay for? Anger and fear… joy and sadness… trust and disgust… anticipation [...] Read more »

Monday Morning Marketing Quote: What Your Customer Values

Have you become so distracted that you’re missing the point? In this edition of Monday Morning Marketing Quote, I’ll touch on a common oversight in marketing. I’ll also give a few research tips for determining your customer’s felt need. Today’s quote is from my partner, Mike Dandridge, and his book, The One-Year Business Turnaround. “Many [...] Read more »