HELP MAKE MENTAL HEALTH


#UNIGNORABLE

Mental Health

 

 

HELP MAKE HOMELESSNESS


#UNIGNORABLE

 Homelessness

 

 

Content + Pace


Once a man was telling a story, it was a very good story too, and it made him very happy, but he told it so fast that nobody understood it.

Content

One of the greatest challenges in advertising is to ensure that the story you want to tell is told in a way that resonates with your intended audience. There’s a lot of millennial advice on the web that encourages writers to post “authentic”,  “genuine”, “value added” information. I suppose they’re all coming of age and rediscovering that the advice their parents (and grandparents) gave them years ago, about making your message relevant (to your audience), is sage advice that's as relevant now as it was "then".      

Pace

Pace relates to the message and the selected medium since one impacts the other. Think brief billboard message versus long direct mail letter or brochure. 

A great idea needs to be presented in a medium that enables you to get the idea across - and into the consumer's head - where it needs to take root. If it doesn’t, you’ve just wasted your best, and maybe your only good shot.

I found this unattributed quote in the Women’s Art Museum in Washington D.C. If it doesn’t make sense to you now, mull it over for a few weeks or months because it's the kind of advice that pays dividends for life. 

 

 

 

Disruptive technology + innovation


Gutenberg Bible

Johann Gutenberg (ca. 1400 – 1468) introduced movable type to Western Europe and revolutionized printing, books and communications. In 1455 in Mainz, Germany he published 180 copies of the Biblia Sacra, St. Jerome’s 4th century Latin Bible. Out of this printing revolution emerged the Renaissance, the Reformation and the Scientific Revolutions. In the 50 years that followed its publication, hundreds of presses emerged across Europe, printing millions of books.

  • The Gutenberg Bible was printed using black ink. The colour illuminations were added by hand after each page had been printed.  
  • To produce 180 copies of the 1,282 page bible 230,760 passes of the press were required; about two years work.
  • The average scribe produced one Bible every three years.
  • Gutenberg’s typeface mimicked the formal book hand used by scribes of the period.

Of the 180 copies printed, about 50 are known to survive and 21 are complete. This copy of the Gutenberg Bible, printed on velum, was purchased by the Library of Congress in 1930.

 

 

 

Testimonial Advertising


 1850 Testimonial ad

This is a testimonial ad by Lewis Miller, a carpenter in Pennsylvania around 1850. At the time homes were built using a technique called post+beam construction which demanded the work of skilled craftsmen. In this ad Lewis Miller four core testimonial advertising elements:

  • an illustration of himself
  • an illustration of some of his home building tools
  • a bit about himself; 30 years of experience at the same business address, and . . . 
  • a list of over one hundred satisfied clients.

Now jump forward 169 years + here we are in 2019.

Today we still use the same four core elements to build compelling testimonial ads, newspaper + magazine advertorials, business case studies as well as B2B and B2Cwebsites for one important reason:

While times have changed, people’s fundamental natures, their hierarchy of needs and their reasons for buying have not.