Episode 207
Those of you who know me outside of this podcast, know that if I’m doing anything that involves advertising, whether it be in a classroom or a consulting setting, I think of ads as a complicated puzzle that is never fully solved. While it may not have a predictable outcome, there are a few key principles about it that are always true.
I’ve picked up these lessons one at a time, either by studying competitors or through the brands that entrusted me to run their ads—sometimes through painful trial and error. The models and principles that emerge from this process become a valuable piece of baseline knowledge, allowing you to make case-by-case decisions.
However, it's hard to pass these insights along to others. They're often too abstract, and the examples become stale and dated as campaigns retire.
Does this mean anyone wanting to adopt this perspective on advertising must go through the same process I did? Not necessarily. Thanks to someone with a gift for brevity and illustration, these principles have been distilled into a book.
As I leaf through its pages, I’m delighted to see many concepts I’ve known given clear shape and an easy-to-remember form.
Our guest graduated from Cambridge University with a Masters of Arts. He has worked in marketing, market research and brand consultancy for 30 years. He uses imaginative visuals to bring marketing concepts to life.
He’s one of the nicest authors I’ve had on, and he’s back on this show for a third time. Let’s go to England to speak with Dan White.
Timestamps/Chapters:
0:00:00 Intro
00:02:27 Welcome Dan
00:04:40 Oldest known advertisement
00:09:18 Uber's clever transit ad
00:11:15 Positive and negative impacts of ads
00:22:47 using advertising to build brand asset
00:23:49 PSA
00:30:46 Many ways ads can tell a story
00:33:19 How brain perceives messages
00:37:43 Learning about ads through metaphor
00:45:45 Getting the book or contacting Dan
For links to the people, products or concepts mentioned in the show, head to episode 207’s shownotes page on the Funnel Reboot website.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Ridiculous History
History is beautiful, brutal and, often, ridiculous. Join Ben Bowlin and Noel Brown as they dive into some of the weirdest stories from across the span of human civilization in Ridiculous History, a podcast by iHeartRadio.