The Maloney on Marketing blog comes up with a lot of insightful information. I always learn something new and important.
I think that has to do with the author’s love for Malcolm Gladwell, and authors who take Gladwell as their inspiration. When you dig below the surface, you tend to find a lot of counterintuitive truth. When you find out that something actually works in a way counter to conventional wisdom, there’s usually a lot of gold in that insight.
Two such similar authors are Chip and Dan Heath, authors of Made to Stick. The book is profiled in this Maloney on Marketing entry:
- Notice in the SUCCESS acronym that there is something that is very deliberately missing: logical argument. Or, for than matter, explanation of benefits. For all the focus we put on arguments for benefits, such arguments are useless for making ideas stick.
- Among other points, this book reinforces the notion of thinking in concrete images, even if you’re not working in visual media. There’s a reason landing on the moon is emotionally motivating, but curing cancer by the end of the decade is less so: you can see the former, but not the latter.
- For more information on sticky advertising, see Roy H. Williams (The Wizard of Ads).
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