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Years ago, the owner of a New York department store said that half of the advertising dollars he spent annually were wasted. He said his problem was that he didn’t know which half. The following video tells you more about the basics of advertising:

Today there is good reason to believe the wasted portion is what a company spends on the creation and production of advertising. We Americans, exposed to millions of dollars worth of advertising daily, hardly remember even the most recent ad we’ve seen.

National audience research annually lists a “Top Ten” of stand-out ads – consigning all the others to unmemorable oblivion. In other words, good ads are one in a million.

Is it that bad? Why does advertising clutter the landscape and abuse our eyes and ears like a pack of screaming monkeys?

We think it is because there is, in place, all across the country, from local media and agencies to New York and Los Angeles conglomerates, a generation of advertising professionals that neglected to learn the basic structure of salesmanship and storytelling in advertising.

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Last week’s post on Why You Secretly Want To Fail (Or Why Sharing Your Creativity is Like the Dream Where You’re Naked) unraveled the idea of vulnerability and the personal rejection Creatives face when their work is rejected. It prompted Tessa Zeng of the gorgeous new site Experiencing Revolution) to tweet Oh, the need to be transparent! Easier said than done. 

Very true. It really is easier said than done. Her sentiment and Jamey Burrell at Life as An Experiment Twittering about decision-making got me thinking about how we unlock the ability to put our creativity and lives into action. I use this approached when I was helping people to get ready for the GED exam. Combined with the right tools it works wonders!

Embracing Empathy “Easier Said Than Done” is all largely expressed because we make it all so complex. As human beings and creative innovators, we all have large egos in one way or another. Even the most demure and uncertain of us still think we have something to say. Or we wouldn’t be searching blogs for insight and affirmation and creating our own. In those egos, we wonder how to make it easier. How to make it certain. How to know what we’re saying and doing is as worthwhile as everyone else.

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