🧠 1 Marketing Framework:

Liking

Liking is a powerful principle of influence and persuasion, rooted in the simple reality that people are more inclined to agree with or be persuaded by someone they like.

Consider a scenario where you're looking to buy a new smartphone.

You enter a store and are greeted by two salespeople: one immediately starts listing off technical specifications, while the other smiles warmly, comments on the phone case you're carrying that matches their own, and shares how they recently switched to this brand and loved the experience.

Despite both salespeople providing similar information about the smartphones, you find yourself leaning towards the recommendation of the second salesperson.

Why?

Because you like them more. They made an effort to find common ground, complimented you, and shared a personal story you could relate to.

This salesperson used the principle of liking effectively, making their advice feel more trustworthy and appealing.

At its core, liking is based on the idea that we are more likely to be influenced by people who are similar to us, who pay us compliments, and with whom we share a common goal.

🧑‍🏫2 Lessons From The Best Marketers:

Lesson #1: The Power of Research by David Ogilvy

David Ogilvy, the "Father of Advertising," often referred to the importance of research and clarity in marketing.

Ogilvy believed that understanding the customer deeply through thorough research is the cornerstone of effective advertising.

He argued that marketers must delve into the psyche of their target audience, understanding their desires, needs, and how they think.

This depth of insight ensures that the message crafted not only reaches the audience but resonates with them on a personal level.

Lesson #2: The Value of Action by Dan Kennedy

A critical lesson from Kennedy is the emphasis on response-driven marketing efforts.

He teaches that every marketing piece should compel action, whether it's a phone call, a website visit, or a purchase.

Kennedy's philosophy centers on the idea that marketing is not about creativity for creativity's sake; it's about getting measurable, actionable results.

📱3 Ads That Will Blow Your Mind:

Ad #1: Don’t Drink And Drive by Heineken

Principle used: Emotional appeal with a holiday twist.

This Heineken ad combines a strong emotional message with the festive season.

The image of Santa’s sleigh crashed in the snow and scattered presents conveys the dangers of drinking and driving.

By linking the consequences to a beloved figure like Santa, the ad evokes guilt and responsibility, encouraging viewers to think twice before driving under the influence.

Ad #2: Paris-London by Eurostar

Principle used: Cultural humor and destination promotion.

This Eurostar ad cleverly promotes travel between Paris and London by showcasing an image of a Royal British Guard getting a haircut by a French barber.

The scene humorously blends iconic cultural symbols of both cities, emphasizing the ease and familiarity Eurostar brings to travel between the two capitals.

The tagline, "It's summertime in London," paired with the promotion for a return ticket, invites viewers to experience the cultural richness of London, suggesting that Eurostar makes such international experiences readily accessible.

Ad #3: Still Going by Energizer Batteries

Principle used: Clear But Memorable

The "Still Going" campaign by Energizer Batteries is iconic for its simplicity and effectiveness in conveying the product's main benefit: long-lasting power.

The star of the campaign is the Energizer Bunny, a pink toy rabbit that beats a drum and just keeps going, powered by Energizer batteries.

This visual is straightforward yet memorable, symbolizing the product's durability and reliability in a way that anyone can understand.