When we can say anything to anyone anywhere all the time, how are we supposed to know what to say now, or next, or never? The point of an advertisement is to use words, pictures, music, and stories to succeed at the thorniest trick in the book: persuading someone, somewhere, to do something; but persuasion is no longer just the job of a creative director and a host of media buyers. Today, it’s everyone's job, from the CEO of a multinational company trying to establish a presence on Facebook to a teenager tweeting about a pair of awesome-looking jeans. In the information economy, what was once called advertising is now called life. Everyone needs to be able to effectively persuade someone in their life. Whether it’s a boss or a boyfriend, a customer or a committee.
Weltman has identified what is happening anytime someone is trying to persuade someone else to action: Making people curious (want to know more?), Creating a sense of urgency (limited time offer!), Increasing market share (identifying what is unique or better), and Protecting margins (keeping people loyal by saying thank you).
Josh will explain everything he’s learned in the field and everything he has taught Don Draper over the years, including why “Content Providers Are Losers,” “Different Is Always Better Than New,” and why you should always “Remove Jargon and Acronyms, Reveal Ideas and Relationships.”