From: Mark A [mailto:[email protected]] Sent: Saturday, October 10, 2015 4:44 PM To: [email protected] Subject: laws Appel’s 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Immutable Laws of Marketing Communications 1. Uh. I forget what the first one was… 2. If you can use superlatives legitimately, use them. With confidence. 3. No thumbnails. Ever. No I’m serious. Really. I said “NO!” 4. When in doubt, rely on the Man from Missouri. Speak plainly. For that matter, even when you’re not in doubt. 5. Be real. Talk to people like you’re in their living room. Phony hype turns receptors off. 6. Testimonials work. 7. Speak and act relevantly to your audience. 8. Attract the qualified. Repel the unqualified. 9. Humor works if you’re funny. 10. Humor doesn’t work if you’re not funny. 11. Sex sells. Or is always worth a try. And do A LOT of A/B testing. 12. If it doesn’t impact the buy decision, don’t worry about it. 13. 80% right works 99% as well as 100% right. 14. If non Marketers impose their will, it will be screwed-up irretrievably and t 15. Try something. See if it works. 16. Design to your vehicle. Magazine ads don’t work on billboards. 17. Be bold. Actually, Be Bold or be Useless. Toujours l’Audace.

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From: Mark A [mailto:[email protected]] Sent: Saturday, October 10, 2015 4:44 PMTo: [email protected]: laws

Appel’s 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Immutable Laws of Marketing Communications

1. Uh. I forget what the first one was… 2. If you can use superlatives legitimately, use them. With confidence.3. No thumbnails. Ever. No I’m serious. Really. I said “NO!”4. When in doubt, rely on the Man from Missouri. Speak plainly. For that matter, even when you’re

not in doubt.5. Be real. Talk to people like you’re in their living room. Phony hype turns receptors off.6. Testimonials work.7. Speak and act relevantly to your audience.8. Attract the qualified. Repel the unqualified.9. Humor works if you’re funny.10. Humor doesn’t work if you’re not funny.11. Sex sells. Or is always worth a try. And do A LOT of A/B testing.12. If it doesn’t impact the buy decision, don’t worry about it. 13. 80% right works 99% as well as 100% right.14. If non Marketers impose their will, it will be screwed-up irretrievably and t15. Try something. See if it works.16. Design to your vehicle. Magazine ads don’t work on billboards.17. Be bold. Actually, Be Bold or be Useless. Toujours l’Audace.