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This SparkToro post that the messaging categories we emphasize to clients are really as old as Aristotle.

Pathos - Emotional
Ethos - Functional / Relational
Logos - Logical / Data-centric

You have to have all three and they get used at different times for different audiences.

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If you knoll you know

Sorted verses unsorted pictograms should be used strategically, depending on whether the messaging is promotional or prohibitive. If eight out of 10 dentists endorse a toothpaste, for example, a sorted pictogram would make consumers feel favorably about the toothpaste. However, when depicting that 8% of children alive today will die if current smoking trends continue, an unsorted pictogram would be appropriate.

research…found that frequency pictograms, which convey proportions and probabilities, induce optimism in consumers when they are presented in a sorted way.

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If you’ve been paying attention, this isn’t a surprise

Using the ad tools Meta is developing, a brand could present an image of the product it wants to promote along with a budgetary goal, and AI would create the entire ad, including imagery, video and text. The system would then decide which Instagram and Facebook users to target and offer suggestions on budget

Meta also plans to enable advertisers to personalize ads using AI, so that users see different versions of the same ad in real time, based on factors such as geolocation

Are artisanal, hand crafted ads the future zig?

via WSJ

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facts don’t have any meaning unless people pay attention to them, and people pay attention to, and remember, good stories.

Save your features rich messaging for the purchase decision moment.

“Once upon an 800 lb weight capacity…” doesn’t hit the same.

Match the narrative your shopper is telling themselves in the moment they meet your message.

via Collab Fund

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Marketing is messaging. And messaging is the act of setting expectations by guiding perception.

This Nudge newsletter on placebos covers it well.

Adding the color red to a painkiller pill makes it more effective.

We assume customers are rational.

We think there’s no way a headache can be cured by colouring.

But the sham surgery proves that’s not true. Marketing alters our perception.