My career has been in advertising on the creative and strategy development side in Canada and the US. I had my own agency for over a decade in Canada. I have been the driver for multiple brand and company succeses including developing a corporation’s global positioning lasting a decade, born from a strategy developed for what the client thought was a ‘parity’ product. Purina. 

The embarrassing truth to why I was successful was partly that I could be funny. Just me being me. For a long time I could not leave a new business presentation without someone saying, “Has anyone ever told you that you remind them of Robin Williams?”

Be Empathetic

In the world of storytelling, every brand has a unique narrative waiting to be unveiled. It’s not just about selling a product; it’s about crafting an experience that resonates with your audience. Think of your brand as a character in a grand tale, one that evolves and grows with each interaction. The art of storytelling in marketing is about connecting on a human level, understanding your audience’s desires, and weaving those insights into a compelling narrative. Remember, every great story has conflict and resolution, and your brand’s journey should reflect that dynamic. Embrace the power of storytelling to transform your marketing strategy and watch as your audience becomes not just consumers, but loyal fans of your brand.

Features vs Benefits

In the world of marketing, understanding the distinction between features and benefits is crucial for crafting compelling communications. Features are the tangible attributes of a product or service, the specifications that define what it is. Benefits, on the other hand, are the emotional rewards or advantages that customers gain from those features. For instance, a smartphone may have a high-resolution camera as a feature, but the benefit is the ability to capture stunning memories with friends and family. Recognizing this difference allows marketers to connect more deeply with their audience. When you highlight how a feature serves as a reason to believe in a benefit, you create a narrative that resonates. This understanding transforms your marketing strategy, enabling you to communicate not just what your product does, but why it matters to your customers. By focusing on benefits supported by features, you can inspire trust and drive engagement, turning potential buyers into loyal customers.

Understand How Media Works

Every medium we encounter has a unique way of engaging our senses and influencing our perceptions. Print media, with its tactile nature, invites readers to physically interact with the content, creating a sense of intimacy and focus that can lead to deeper comprehension and retention. The act of turning pages or highlighting text engages our motor skills, making the information feel more personal and memorable. Television, on the other hand, captivates through a combination of visual and auditory stimuli. The moving images and sounds work together to evoke emotions and create a shared experience, allowing viewers to connect with stories on a visceral level. Radio relies solely on sound, tapping into our imagination and creating vivid mental images. The power of voice and music can stir emotions and create a sense of nostalgia, making it a deeply personal medium that often feels like a companion. Digital media, with its interactive capabilities, engages users in a dynamic way. The instant feedback and the ability to share and comment create a sense of community and immediacy, making the experience feel alive and relevant. Understanding how these different media work physiologically helps us harness their power to communicate more effectively.