File under Set the Bar Low (and Barely Exceed the Bar)
After this “Snowtober” I’m a little worried about the rest of the fall and this winter, and it has to do with expectations. See I’m a Texas boy and even though I haven’t lived there in a looong time, Texas weather is still engrained in my soul. I still stare in wonder at the first snowfall, yet despise the prolonged winter in late February and March here in Maryland. It’s bad enough that following the holidays there are still 2+ months of miserable cold weather. I’m ok up through the holidays, I love it. But once the calendar turns, my enthusiasm wanes. I tend to refer to January and February as the Dark Ages. It’s all I can do to get through those 2 months. Unfortunately, with the first snow event here in October, my internal clock is all out of whack now. I’ll be expecting the spring to start in January, and when it doesn’t it’ll make those months even more miserable than before.
It’s a ridiculous complaint but we often have no control over that feeling. It has to do with our expectations. Every Fall I rush to put on sweatshirts and long pants when the temperature gets down to 60 degrees, but in the spring we’re strolling around in t-shirts and shorts when it finally gets up to 60 degrees. Why the difference? We’ve become accustomed to the commonplace and are thrilled when we experience something new, or even just anticipate a change. We’re in a constant struggle for ‘New’ in our lives. Recognize when that need for 'newness' is affecting your happiness.
For a more optimistic outlook on our recent Snowtober, click here.
Song of the Day
I think I’m on a new wave/post-punk kick this week. In high school I bought a CD by the band Modern English, most known for the song “I Melt with You.” A song made famous as my sister and brother-in-law’s wedding song (and I guess that Burger King commercial). But it was this song on the album that I grew to like the most, and it is definitely appropriate following our recent Nor’easter. In honor of having 4-wheel drive on snowy, hilly streets, the song of the day is “After the Snow” by Modern English.
Monday, October 31, 2011
Thursday, October 27, 2011
The Weekly Theory 10.28.2011
File under Useless Information
I'm pretty sure we've all had an awful song stuck in our head that we just can't stop singing or humming. whether it's Ace of Base's "The Sign", Starships' "We Built this City", or Aqua's "Barbie Girl". In any case, i think i have a cure.
I Have a Theory...
...that singing Tom's Diner by Suzanne Vega will get rid of any annoying song in your head. Guaranteed.
In addition to that, it won't get stuck in your head itself. It's a weird phenomenon, but it absolutely works. Try it the next time you can't get the theme song to The Big Bang Theory out of your head.
Song of the Day
Interestingly enough the Tom's Diner in the song is Tom's Restaurant in New York City that was later immortalized as the go-to diner in Seinfeld, but called Monk's. Also, the most popular version of the song is actually an unauthorized remix by producers calling themselves DNA who added a Soul II Soul beat to Vega's original a capella version. In honor of Cliff Claven and little known facts, the song of the day is Suzanne Vega's "Tom's Diner" as remixed by DNA featuring Soul II Soul.
I'm pretty sure we've all had an awful song stuck in our head that we just can't stop singing or humming. whether it's Ace of Base's "The Sign", Starships' "We Built this City", or Aqua's "Barbie Girl". In any case, i think i have a cure.
I Have a Theory...
...that singing Tom's Diner by Suzanne Vega will get rid of any annoying song in your head. Guaranteed.
In addition to that, it won't get stuck in your head itself. It's a weird phenomenon, but it absolutely works. Try it the next time you can't get the theme song to The Big Bang Theory out of your head.
Song of the Day
Interestingly enough the Tom's Diner in the song is Tom's Restaurant in New York City that was later immortalized as the go-to diner in Seinfeld, but called Monk's. Also, the most popular version of the song is actually an unauthorized remix by producers calling themselves DNA who added a Soul II Soul beat to Vega's original a capella version. In honor of Cliff Claven and little known facts, the song of the day is Suzanne Vega's "Tom's Diner" as remixed by DNA featuring Soul II Soul.
Wednesday, October 26, 2011
The Puppy Monster
File under Useless Information
A friend recently posted a video of a dog caught red-handed getting into the trash here, and it reminded me of our own little monster about 8 years ago.
Seriously, if he wasn't cute...
My tears of frustration with that dog at that time have easily become tears of joy and love. Time changes everything.
Song of the Day
This picture of our dog Dignan was taken in my first house in Canton in Baltimore. It was a great house and a great time in my life. I met my wife while i lived there. I also reconnected with my Dad. And i acquired this little ball of fur and bark. When i think of that house I think of this song which was so new to my ears and which i played over and over again. In honor of Dignan and Canton the song of the day is Frontier Psychiatrist by The Avalanches.
A friend recently posted a video of a dog caught red-handed getting into the trash here, and it reminded me of our own little monster about 8 years ago.
Seriously, if he wasn't cute...
My tears of frustration with that dog at that time have easily become tears of joy and love. Time changes everything.
Song of the Day
This picture of our dog Dignan was taken in my first house in Canton in Baltimore. It was a great house and a great time in my life. I met my wife while i lived there. I also reconnected with my Dad. And i acquired this little ball of fur and bark. When i think of that house I think of this song which was so new to my ears and which i played over and over again. In honor of Dignan and Canton the song of the day is Frontier Psychiatrist by The Avalanches.
The Infomercial
File under Avoid the Machine
I caught a few minutes of an infomercial last weekend for the Ab Rocket. What hit me wasn’t how ridiculous the infomercial was, but rather the fact that they work. Not the Ab Rocket, but rather the infomercial itself. $150 Billion annual infomercial revenue proves it.
The great thing is that the infomercial strategy is pretty much the same from commercial to commercial. Here’s a deconstruction of the Ab Rocket infomercial that could be applied to any television advertisement. Think of it as shot-instructions to a first time director on how to make an infomercial:
1. Examples of people “like the consumer” who have an issue:
Images should show average-to-below average people and highlight their physical imperfections or inability to perform basic tasks.
2. People exhibiting the ideal state:
These images imply the outcome you will achieve should you buy this product. They are most often beautiful, healthy, strong, fit people with great smiles and clear skin. Consumer is meant to think these people have achieved these qualities as a result of using the product. (Do not overdo as this will lead to alienation in the consumer)
3. Before and after images of people just like the consumer
Images are meant to drive home the point that success is achievable by people just like the target audience, however broad that may be. Find 5-10 extreme examples of improvement and highlight repeatedly. Use stylist and makeup artist support for “after” images. Be sure to add a small disclaimer that results are not typical and may vary. Genuine testimonials from these extreme cases are ideal.
4. Demonstration of qualities that make using the product enjoyable and easy
Show a mix of average and above average individuals using product easily and happily. Smile, Smile, Smile. Intersperse quick images of use with ideal state images to imply short use leading to extraordinary results. Reduce perception of individual effort by highlighting how little time is needed.
5. Explanation of alternatives being more expensive
Highlight comparative cost of this product with alternatives. Creatively identify how not using this product is more expensive. Show images of alternative solutions being unpleasant. No smiling.
6. Trusted expert avowing of effectiveness of product
This may be a celebrity or an expert in the respective field. Testimonial should drive home that the product is safe, effective, and used by the expert. Consumer should walk away with feeling that someone who is smarter or more successful than them is using it, so then they should too.
7. Ordering information
Make ordering easy via multiple vehicles (i.e. phone, internet). Break total cost into multiple payments to reduce the understanding of the total cost. Add “if you order now” discounts to accelerate initial orders.
8. Repeat
The formula is so simple, yet they are so ridiculous. I mean to the point of absurdity, yet we’ve all felt compelled to buy at one time or another. I’ll talk about why later, and more importantly why they rarely help you achieve your goals. The real danger is succumbing to these ploys in normal everyday situations without even knowing you’re being marketed to.
Song of the Day
I spend a considerable amount of time each week on the DC and Baltimore beltways and have a seen some interesting things. The other day I saw a cool, old airstream trailer on the road and it made me think of this song. Anything to take my mind off of the monotony.
In honor of National Capital Region traffic and a desire to pack up and escape, the song of the day is Airstream Driver by Gomez.
I caught a few minutes of an infomercial last weekend for the Ab Rocket. What hit me wasn’t how ridiculous the infomercial was, but rather the fact that they work. Not the Ab Rocket, but rather the infomercial itself. $150 Billion annual infomercial revenue proves it.
The great thing is that the infomercial strategy is pretty much the same from commercial to commercial. Here’s a deconstruction of the Ab Rocket infomercial that could be applied to any television advertisement. Think of it as shot-instructions to a first time director on how to make an infomercial:
1. Examples of people “like the consumer” who have an issue:
Images should show average-to-below average people and highlight their physical imperfections or inability to perform basic tasks.
2. People exhibiting the ideal state:
These images imply the outcome you will achieve should you buy this product. They are most often beautiful, healthy, strong, fit people with great smiles and clear skin. Consumer is meant to think these people have achieved these qualities as a result of using the product. (Do not overdo as this will lead to alienation in the consumer)
3. Before and after images of people just like the consumer
Images are meant to drive home the point that success is achievable by people just like the target audience, however broad that may be. Find 5-10 extreme examples of improvement and highlight repeatedly. Use stylist and makeup artist support for “after” images. Be sure to add a small disclaimer that results are not typical and may vary. Genuine testimonials from these extreme cases are ideal.
4. Demonstration of qualities that make using the product enjoyable and easy
Show a mix of average and above average individuals using product easily and happily. Smile, Smile, Smile. Intersperse quick images of use with ideal state images to imply short use leading to extraordinary results. Reduce perception of individual effort by highlighting how little time is needed.
5. Explanation of alternatives being more expensive
Highlight comparative cost of this product with alternatives. Creatively identify how not using this product is more expensive. Show images of alternative solutions being unpleasant. No smiling.
6. Trusted expert avowing of effectiveness of product
This may be a celebrity or an expert in the respective field. Testimonial should drive home that the product is safe, effective, and used by the expert. Consumer should walk away with feeling that someone who is smarter or more successful than them is using it, so then they should too.
7. Ordering information
Make ordering easy via multiple vehicles (i.e. phone, internet). Break total cost into multiple payments to reduce the understanding of the total cost. Add “if you order now” discounts to accelerate initial orders.
8. Repeat
The formula is so simple, yet they are so ridiculous. I mean to the point of absurdity, yet we’ve all felt compelled to buy at one time or another. I’ll talk about why later, and more importantly why they rarely help you achieve your goals. The real danger is succumbing to these ploys in normal everyday situations without even knowing you’re being marketed to.
Song of the Day
I spend a considerable amount of time each week on the DC and Baltimore beltways and have a seen some interesting things. The other day I saw a cool, old airstream trailer on the road and it made me think of this song. Anything to take my mind off of the monotony.
In honor of National Capital Region traffic and a desire to pack up and escape, the song of the day is Airstream Driver by Gomez.
Friday, October 21, 2011
The Weekly Theory 10.21.2011
File under Useless Information
It's been so long I should probably start calling this the Monthly Theory...
So the other day I saw an ad for the Ellen Degeneres show in which Liza Minelli would be an upcoming guest. I immediately realized a theory.
I Have a Theory...
...that at any given time everyone has a celebrity in mind who they think already died, but didn't; and likewise have a celebrity in mind that they had no idea already died.
Well done Liza. At least Liz Taylor is still alive too.
Song of the Day
In honor of the beginning of fall, falling leaves, and the change of a season, the song of the day is the White Stripes' 'Dead Leaves and Dirty Ground'.
It's been so long I should probably start calling this the Monthly Theory...
So the other day I saw an ad for the Ellen Degeneres show in which Liza Minelli would be an upcoming guest. I immediately realized a theory.
I Have a Theory...
...that at any given time everyone has a celebrity in mind who they think already died, but didn't; and likewise have a celebrity in mind that they had no idea already died.
Well done Liza. At least Liz Taylor is still alive too.
Song of the Day
In honor of the beginning of fall, falling leaves, and the change of a season, the song of the day is the White Stripes' 'Dead Leaves and Dirty Ground'.
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