The Six Sells Podcast
Orlando Wood on The Six Sells Podcast
Apr 28, 2023
This podcast episode discusses the decline in the effectiveness of advertising and explores the use of right-brain elements such as dialogue, music, and distinctive accents. It also examines changes in media output, the differences between the left and right hemispheres of the brain, and the relevance of B2B communication for B2C brands. The importance of entertaining advertising, facial expressions in communication and storytelling, and the power of video and storytelling are also discussed.
49:49
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Quick takeaways
- The right-brain elements of advertising, such as storytelling and distinctive accents, have been found to be the most effective, yet their use is declining.
- The dominance of left-brain advertising, focused on direct messaging and short, fast-paced cuts, prioritizes immediate response and sales, potentially compromising long-term brand growth and trust.
Deep dives
Importance of Emotional Response in Advertising
Advertising effectiveness relies on eliciting emotional response and capturing attention. Emotional appeals are crucial in building trust and establishing brand recognition. Creating entertaining and interesting content, using humor, and presenting the brand as relatable and human are effective strategies. Engaging the right hemisphere of the brain, which is responsible for social bonding, context understanding, and memory, can lead to lasting effects and brand loyalty.
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