Template #2 - Extreme Situations
This template takes your product and puts it into an extreme situation.
In the following clip from Columbia Sportswear, a man is strapped to the roof of a 4×4 and driven through a variety of terrible weather conditions. The implication, of course is that if the product can withstand this […]

In the previous post, How to Create an Effective Advertisement - Introduction, I described how the researchers came to develop the six templates of effective advertising. While there is effective advertising that does not fall into one of these templates, much of it does. As you learn the templates, you’ll start to identify […]

When it comes to magic, there are two types of people in the world. The first type enjoys watching a magic trick performed extremely well. They like the feeling of being surprised and have no interest in how it is done. In fact, finding out how the trick is done would spoil […]