Tag: coupon

Reciprocity at the Car Dealership

I can barely feel my fingers. The wind whips while I work in the wintry 6° weather. Fahrenheit.

My car’s alarm won’t stop sounding since I tried, and failed, to jumpstart the car. It’s a constant blast of the horn.

Cars have been trouble since the day they were invented. Photo "Changing a Tire" by Don O'Brien, Flick, CC-By-2.0
Cars have been trouble since the day they were invented. Photo “Changing a Tire” by Don O’Brien, Flick, CC-By-2.0

Now I’m trying to silence the alarm with some key trickery that the dealership is suggesting over the phone. I can barely hear anything over the car’s alarm.

“Turn it left for ten seconds,” he says. “No, wait, try turning the key to the right.” Continue reading “Reciprocity at the Car Dealership”

Hopkins’ Essentials of Advertising (My Life in Advertising: Chapter 17)

After reviewing Hopkins’ accomplishments, we get to the most important chapter of the book, Chapter Seventeen, Scientific Advertising.

Hopkins compares advertisements with salespeople. Each must prove their worth. Track results to know what is effective and what is not. Some techniques won’t work in various industries.

Image "Money bw" by Monochrome, Flickr, CC-By-2.0
Image “Money bw” by Monochrome, Flickr, CC-By-2.0

But some truths are universal. Hopkins lays them out in this essential chapter.

Continue reading “Hopkins’ Essentials of Advertising (My Life in Advertising: Chapter 17)”

Be a Creator of Beauty (My Life in Advertising: Chapters 14 and 15)

I really like buying things. Things I don’t need, things I do need, things I think I’ll need later. A delayed delivery doesn’t stop this — Kickstarter hasn’t been my wallet’s best friend.

Mind the Gap. It's used to pique your interest and direct your behaviour. Image "Mind the Gap" by Larry Johnson, Flickr, CC-By-2.0
Mind the Gap. It’s used to pique your interest and direct your behaviour. Image “Mind the Gap” by Larry Johnson, Flickr, CC-By-2.0

We’re all victims of this psychological hook that advertisers use: they create a “gap” in your life. The gap could be the beginning of a story, leaving us hanging. The gap could be a heightened interest in a limited offer. Continue reading “Be a Creator of Beauty (My Life in Advertising: Chapters 14 and 15)”

Baked Beans Bring Hopkins Back (My Life in Advertising: Chapter 9)

Do you like to barbecue? How about baked beans, do you like them?

I like baked beans especially at a barbecue. They’re sweet, with a touch of tomato, brown sugar, and pork. They remind me of summer days and paper plates.

But I don’t eat baked beans weekly.

Summer barbecue in 1913. Looks refreshing, doesn't it? Photo courtesy Orange County Archives
Summer barbecue in 1913. I don’t know if they served baked beans. Looks refreshing, doesn’t it? Photo courtesy Orange County Archives

Apparently in the early 1900s, baked beans were all the rage. People couldn’t get enough. Baked beans were frequently homemade. They would sometimes ferment while cooking. Other times they would explode in the 16 hour cooking process. That didn’t stop anyone.

Continue reading “Baked Beans Bring Hopkins Back (My Life in Advertising: Chapter 9)”