{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"The Smart Advertising Book, with Dan White","description":"Episode 207 Those of you who know me outside of this podcast, know that if I\u2019m doing anything that involves advertising, whether it be in a classroom or a consulting setting, I think of ads as a complicated puzzle that is never fully solved. While it may not have a predictable outcome, there are a few key principles about it that are always true. I\u2019ve picked up these lessons one at a time, either by studying competitors or through the brands that entrusted me to run their ads\u2014sometimes through painful trial and error. The models and principles that emerge from this process become a valuable piece of baseline knowledge, allowing you to make case-by-case decisions. However, it's hard to pass these insights along to others. They're often too abstract, and the examples become stale and dated as campaigns retire. Does this mean anyone wanting to adopt this perspective on advertising must go through the same process I did? Not necessarily. Thanks to someone with a gift for brevity and illustration, these principles have been distilled into a book. As I leaf through its pages, I\u2019m delighted to see many concepts I\u2019ve known given clear shape and an easy-to-remember form. Our guest graduated from Cambridge University with a Masters of Arts. He has worked in marketing, market research and brand consultancy for 30 years. He uses imaginative visuals to bring marketing concepts to life.  He\u2019s one of the nicest authors I\u2019ve had on, and he\u2019s back on this show for a third time. Let\u2019s go to England to speak with Dan White. Timestamps\/Chapters: 0:00:00      Intro 00:02:27 Welcome Dan 00:04:40 Oldest known advertisement 00:09:18 Uber's clever transit ad 00:11:15 Positive and negative impacts of ads 00:22:47 using advertising to build brand asset 00:23:49 PSA 00:30:46 Many ways ads can tell a story 00:33:19 How brain perceives messages 00:37:43 Learning about ads through metaphor 00:45:45 Getting the book or contacting Dan   For links to the people, products or concepts mentioned in the show, head to episode 207\u2019s shownotes page on the Funnel Reboot website.    ","author_name":"Funnel Reboot podcast","author_url":"https:\/\/funnelreboot.com","html":"