Jerry Bader

Being an expert is not enough, you have to be able to communicate your expertise effectively, and that means presenting complicated concepts in a way your audience can understand and remember. The art of ‘superstar guru-ism' lies in your ability to simplify and entertain an audience with the culturally relevant connections between society and commerce.

In today's fast paced environment tapping into the knowledge deficit is one of the best ways to grow your business. One common business tactic used to exploit how-to opportunities is to provide teaser videos so that people get a taste of what to expect. Anyone interested in learning anything has watched his or her share of teaser videos, but all too often these videos only lead to frustration and a quick click of the mouse onto the next website offering instructions.

More money is wasted on advertising then any other business function. That is not to say businesses shouldn't advertise but rather people should understand how advertising works. There are many ways to characterize ads but for our purposes let's make it simple and separate advertising into two distinct approaches: saturation and emotional.

Kinetic Typography penetrates the consciousness because the dynamically presented spoken and written words act as mnemonic devices reinforcing each other. Don't be fooled into thinking that the visuals alone will make up for any deficit in the script. Your words create a language framework that defines your brand; it creates the context within which you can communicate with your audience; and it allows you to take ownership of those words thereby limiting your competition.

The implications of Occam's Razor provide a seemingly simple insight into decision-making and are quite significant for marketing executives: features are out; emotional and psychological benefits are in. Ah, but what emotional benefit, there's the rub. I will assume that if you are reading this you are interested in improving your business and that you are open to new ways of doing things, and that starts with new ways of thinking about things.

How do you deliver a marketing message to a Web-audience that hates advertising? A few years back I proposed a solution based on short-form television-style programs: the "120 Second Solution," two minute brand-story commercials formatted in a mini three act Web-video presentation. Today this concept is called Branded Entertainment: a two to seven minute commercial that combines content, advertising, and entertainment in a brand story format designed to attract and hold an audience's attention w

If you've spent a small fortune on graphic designers, search engine optimizers, social networking experts and still find that your website conversions are low, then perhaps your website suffers from the marketing equivalent of Capgras Delusion, a failure to make a connection between your online content and your emotional value...

Your website presentation is how you tap into your audience's subconscious desires. If the feature-benefit approach hasn't yielded the results you want, perhaps it's time to try something different, and that starts with asking the right questions.

In '8 Brain-Branding Web Presentation Concepts, Part I' we discussed the first four brain-related marketing concepts that if incorporated into website presentations help generate brand preference purchase decisions. Part II continues with the next four concepts. 5. Cognitive Itch James J. Kellaris, Associate Professor of Marketing at the University of Cincinnati College...

According to eMarketer August 2008 video ad spending will increase a thousand percent over the next five years. This means Web video is on the way to becoming the must-have Web presentation tool. Some may see video as merely the next trendy marketing tactic that you should have because everyone else...