How to Command Attention

On holiday last year in Porthleven, Cornwall, storms had ravaged the coastline overnight. The following morning I stumbled across this sign warning of the perils of swimming today. It stopped me in my tracks as it appealed to every sense of survival embedded in me. However, it felt wrong, the words of an exasperated person. In selling, this tactic has often been used to persuade customers to buy. Project Fear was its name during Brexit and when poorly done, has a detrimental effect on the customer, driving them away. We…

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The Secret Within the John Lewis Advert

With much expectation and trepidation, the long-awaited 2018 advert from John Lewis arrived on our prime time TV screens. General disappointment was the reaction. What had Elton John got to do with John Lewis? A little bit like an old-fashioned 90’s advert where brands pal up with a big celebrity, old hat; boo, hiss John Lewis. However, few people, even myself saw their strategy, until a few days’ later a commercial for a John Lewis product was accompanied by a hit from Elton John. Then another product commercial escorted by…

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