PEOPLE BUY FROM PEOPLE THEY LIKE

We live in a (supposedly) tough, material age, in which human values are meaningless.

All head, no heart.

But the most successful marketeers know better.

(Think Guiness. Richard Branson. Apple v Microsoft)

As the obvious differences between competing products and services narrow, the heart becomes even more important.

We respond when real people offer something useful, essential or desirable.

Not just grabbing a sale. Winning our loyalty.

That’s how good advertising works.

Think Guiness .VW. (Your personal favourite)

It doesn’t have to be shot in the Caribbean, on a megabudget.

It does have to be Noticed. Inviting. Persuasive. Convincing. And likeable.

Should be easy shouldn’t it?