AdAge: Al Ries
What can we say about marketing that hasn't been said many times before?
Actually, a lot.
Two developments have changed marketing forever. One is the arrival of the internet. The second is the rise of global branding. Both of these developments have contributed to the revolutionary changes that have taken place in marketing since the turn of the century.
What's Missing in Most Marketing Programs? Verbal Imagery
I've written about the superiority of visuals over verbals. And my daughter Laura Ries has written a book on the subject, "Visual Hammer." But the marketing community is still awash in words. There's a way, however, to make your words have more impact. It's called "verbal imagery."
Journalists are frequent users of the concept. When celebrities retire from a job in business or government, they never "retire." They always "step down."
When you read the words "step down," the left "aural" side of your brain understands the words and the right "visual" side creates a mental picture of a person stepping down.