He is creatively ambidextrous - son of an artist and engineer - and famous for distilling complex ideas down to a few words and a few visuals. Today he serves in an employee role as special projects consultant. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. From that day forward Mark discovered a love of the big idea that moves the needle.Īfter 12 years at KWWL, Mark became a business owner as a co-founder of ME&V - rebranded as AMPERAGE in 2015. The effort raised a few million dollars in undiscovered wills and legacy gifts. Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. Remember, to get people to buy, they need to buy into you and your organization. It is its own medium in a world of media, and it needs distinct messaging to make it work. Use a clear call to action: Don’t yell it, just tell people what you want them to do, such as fill out a form, visit a website, watch a video or download a white paper.Simplify your value proposition: Make it simple to consume. ![]() Address the individual: Most of Pandora listeners are using ear buds, so write it like you are talking directly into one person’s ear, because that is exactly what you’re doing.The listener should feel like they’re being spoken by a friend, by someone they can trust.” It’s less jarring, so it feel like less of an interruption. Using a conversational tone creates an easier transition between entertainment content (like music) and advertising. This approach can be especially off-putting when delivered in a digital environment. ![]() Use a conversational tone: “Traditional radio ads are notorious for shouting voiceovers, overused sound effects and excessive repetition.Here is some advice from the experts at Pandora: Different environments and different listening require different creative thinking, and authenticity rules. Scripts sound too much like, well, scripts. ![]() That radio ad the car dealer lifted and placed on Pandora sounds outdated. They sounded very fake, old-fashioned and inappropriate for the medium. The copy was fine, the music was okay and the sound effects appropriate, but they all sounded like they didn’t know I was listening to Pandora. So did the bank ad and the Rocket Mortgage ad. I just heard a car commercial on my “personalized” Pandora channel and it sounded wrong.
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