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Bangkok Smoking Kid: “You worry about me, but why not about yourself?”
How do you convince people to quit smoking? In 2012 in Thailand, after extensive research the Thai Health Promotion Foundation (THPF) discovers two…
Miguel Ferreira
Apr 20, 2020
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Bangkok Smoking Kid: “You worry about me, but why not about yourself?”
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Belgian biscuits, packaging & why copywriting matters more than you think
A few years ago Rory Sutherland and his team at Ogilvy UK received a phone call from a Belgian colleague. The guy was super worried. One of their…
Jan 13, 2020
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Belgian biscuits, packaging & why copywriting matters more than you think
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The Low Prices vs Bargains Dilemma
It happens more often than we think. Super smart CEOs wrongly making simplistic assumptions about what consumers want or need. The classic American…
Jan 27, 2020
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The Low Prices vs Bargains Dilemma
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Lateral thinking during troubled times
During the Winter of 1664 a weird disease broke out in London. The first symptoms of this disease appeared within days after infection. First it felt…
Miguel Ferreira
Mar 16, 2020
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Lateral thinking during troubled times
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The art of Kishōtenketsu
Kishōtenketsu is a very East Asian way of telling a story in four parts. And why you should use this technique when you write copy.
Miguel Ferreira
Dec 6, 2021
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The art of Kishōtenketsu
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The red sneakers effect and why breaking conventions can make people respect you more
In business, not to be different (OR weird) is a commercial suicide.
Miguel Ferreira
Jan 17
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The red sneakers effect and why breaking conventions can make people respect you more
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The psychology of human behavior: A surprising lesson from Arnold Schwarzenegger
Did you know that Arnold Schwarzenegger started a lucrative bricklaying business before he became a movie star?
Miguel Ferreira
Jun 1, 2020
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The psychology of human behavior: A surprising marketing lesson from Arnold Schwarzenegger
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How can your brand (and your website) grow? Be distinct like António Variações
António Variações was waaaaaay ahead of his time. António had no formal music training. But somehow he ended becoming one of Portugal's most iconic Pop…
Miguel Ferreira
Oct 26, 2020
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How can your brand (and your website) grow? Be distinct like António Variações
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Copywriting without imagination is mere exhibitionism
If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch.
Miguel Ferreira
Apr 4
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Copywriting without imagination is mere exhibitionism
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"Give us the tools and we will finish the job"
A simple but often neglected communication principle: ask for action.
Miguel Ferreira
Jul 20, 2020
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"Give us the tools and we will finish the job"
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Sometimes being a "good enough" brand is good enough
The job of any good marketer is figuring out what people want and what drives people to make the choices they make. OR what's the one thing people want…
Miguel Ferreira
Feb 7
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Sometimes being a "good enough" brand is good enough
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Why the truth isn’t the truth until people believe you
Brands love using superlatives and claiming that they are the best in their industry. But why would consumers believe these brands?
Miguel Ferreira
Sep 6, 2021
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Why the truth isn’t the truth until people believe you
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