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What do Cocaine hippos and ad tech have in common?
The ostrich effect is real. And it affects plenty of people, particularly marketers.
Miguel Ferreira
Jun 24
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What do Cocaine hippos and ad tech have in common?
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People like things they've seen before
For better or for worse, people prefer things they're familiar with.
Miguel Ferreira
Jun 17
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People like things they've seen before
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Good creative work is a refreshing pause from banality
Creative work gets remembered when it's so good, so interesting, so memorable, it feels like a pause from banality.
Miguel Ferreira
Jun 10
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Good creative work is a refreshing pause from banality
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
Miguel Ferreira
Jun 6
2
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
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Keeping a brand in people's minds
When copywriting has a consistent personality, it is persuasively distinct
Miguel Ferreira
Jun 3
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Keeping a brand in people's minds
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Writing copy in a clever or witty or clear way isn’t enough
Why good copywriting is more than just writing a bunch of product facts in a clear way.
Miguel Ferreira
May 27
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Writing copy in a clever or witty or clear way isn’t enough
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Don’t sell a product, hunt for what consumers need and communicate a want
Hunt for revelations about what your audience needs, but communicate what they want in a way that resonates.
Miguel Ferreira
May 20
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Don’t sell a product, hunt for what consumers need and communicate a want
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Finding a product's inherent drama.
Why the copywriter's job is to uncover a product's "inherent drama", then transform it into something new.
Miguel Ferreira
May 13
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Finding a product's inherent drama (Hint: It involves a bit of detective work)
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Ideas, unlike people, can age in reverse
Why the longer an idea survives, the longer it lives.
Miguel Ferreira
May 6
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Ideas, unlike people, age in reverse
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Reverse the obvious
Why breakthrough creative ideas happen when you challenge and reverse obvious assumptions in your industry.
Miguel Ferreira
Apr 29
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Reverse the obvious
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
Miguel Ferreira
Apr 22
1
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The #1 deadly sin of copywriting: inflating weak ideas with boastfulness
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Let the idea drive the media
Why the advertising industry should get back to basic principles like "Let the idea drive the media, not the media drive the idea."
Miguel Ferreira
Apr 15
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Let the idea drive the media
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