by Dan Kennedy10.16.2009
In the 1950’s, “credibility” was THE critical factor in advertising, and integrally, inextricably linked to being believed. In the 1990’s, they became distinctly separate component parts of an advertising or sales story, and it became possible to function with zero credibility if you had sufficient believability. In the new millennium, believability takes precedence (except for [...]
Read the full article →
by Dan Kennedy09.25.2009
“SEX.”
“OK, now that I have your attention, let me talk to you about financial planning.”
This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.
You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes [...]
Read the full article →
