Episoder
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Today we sign off for 2021 with just a touch of holiday ranting and, perhaps, good cheer.
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Today we discuss the importance and power of copy without once uttering the words “slacks” or “moist.” Based on the tweet: While “it” and “something” can both be anything, “just do it” is everything “just do something” is not. See, copy does matter.
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Today we discuss the cruelty of demanding the extraordinary when only the ordinary will do. Based on the tweet: Don’t insist on greatness if you consistently approve the okayest.
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Today we discuss why the avoidance of risk is anathema to those who embrace their jobs. Based on the tweet: Risk is the natural expression of sound fundamentals.
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Today we discuss why the least you can do is less viable than you think. Based on the tweet: If most advertising is to be believed, the majority of brands are quite excited about meeting the bare minimum of customer expectations.
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Today we invite those who really don’t want to be here to not be here. Based on the tweet: A quick way to improve the ad industry would be to cull from its ranks the shockingly high number of people who seemingly hate advertising.
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Today we discuss yet another difference that separates great work from most work and use the word “bugaboo.” Based on the tweet: Great work whispers in the ear, delights the funny bone or tugs at the heart, yet too many ads act as if poking someone in the eye is the best way to make friends.
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Today we discuss why treating inputs as absolutes is destructive to both the work and those who create it. Based on the tweet: We welcome your insights and appreciate your input, but if you expect us to view them as instructions, neither one of us is doing our jobs.
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Today we discuss why the story that makes the most impact should be the one most people actually see. If your work requires the audience to know the backstory of its creation or creators for them to appreciate it, your work has failed.
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Today we remind all involved that if it’s said by a brand, it’s an ad. And that’s okay. Based on the tweet: Great ads never have to hide the fact that they’re ads.
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Today we discuss why some charged with simplifying the complex prefer to keeps things opaque. Based on the tweet: In marketing, the main function of most complex plans and processes is to make the insipid appear insightful and the inept seem indispensable.
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Today we discuss the need for self-healing among those often known for grumbling. Yes, copywriters. Based on the tweet: If you feel limited in what you can say, blame legal. If you feel limited in how you can say it, blame yourself.
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Today we discuss a problem that is more often symptomatic of a larger, deadlier issue. Based on the tweet: The problem isn’t so much that you could put a competitor’s logo on an ad and no one would notice, as it is no competitor would want you to.
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Today we remind all involved that what we consider adequate, the public often considers overwhelming. Based on the tweet: No consumer ever wondered why a brand didn’t run more ads, send another email, or publish more content. Inundation is not inspiration.
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Today we discuss the sad reality of the media buy and the creative work sabotaging each other. Based on the tweet: It doesn’t matter how precise your media placement is if your message still feels like a pest. And vice versa.
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Today we discuss one of the skills that separates great copywriters from the copy-and-pasters. Based on the tweet: A great writer knows the difference between saying little and not saying much.
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Today we discuss why a touch of familiarity breeds attention. Producing something people haven’t seen before should always be secondary to producing something people will want to see again.
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Today we discuss the importance of just getting on with doing what we know we should and can do. Based on the tweet: There are no secrets to producing great advertising – only things we too often forget or more often fail to fight for.
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Today we discuss the fallacy of overly specialized expertise and its detrimental effects on staffing. Based on the tweet: A medium can be taught – an instinct, only honed. Hire accordingly.
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