The Marketing Book Podcast 025 Seducing Strangers by Josh Weltman
Jul 3, 2015
Josh Weltman, co-producer of Mad Men and a seasoned advertising veteran, shares his insights on the art of persuasion in marketing. He highlights the emotional needs of consumers and how effective messaging can bridge the gap between brand identity and sales. Weltman draws fascinating parallels between dating and marketing, underlining the importance of relationship-building in client acquisition. He emphasizes the power of passion in leadership and reflects on the portrayal of the advertising world in Mad Men, providing a candid look at viewer engagement.
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Four Core Types of Ads
- Josh Weltman shares how a client's question about brand vs. sell ratio led to discovering four core ad types.
- He identified facts and emotions differ widely based on ad goals like sales or differentiation.
Advertising's Key Purpose
- The secret purpose of advertising is to make people happy by setting and meeting expectations.
- Without clear expectations, it's impossible to create happy customers or successful products.
Four Consumer Questions
- Consumers have four fundamental questions before spending: what it is, why now, how it's different, and who else likes it.
- Trying to answer all in one message confuses people and weakens impact.
