How do you convince people to quit smoking? In 2012 in Thailand, after extensive research the Thai Health Promotion Foundation (THPF) discovers two…
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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…
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It happens more often than we think. Super smart CEOs wrongly making simplistic assumptions about what consumers want or need. The classic American…
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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…
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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.
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In business, not to be different (OR weird) is a commercial suicide.
Did you know that Arnold Schwarzenegger started a lucrative bricklaying business before he became a movie star?
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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…
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Every product has that special little something that makes consumers keep buying it. Finding it involves a bit of detective work.
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As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
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If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch.
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Don’t sell a product, hunt for what consumers need and communicate a want. It's much more lucrative.
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