The three key ingredients for all effective advertising

After many years working in video, we’ve found that almost all
effective video ads fit into one of three basic categories. They
are either funny, beautiful, or make you cry. It may sound
simple, but take a moment to think about your favorite commercial
of all time. I bet it was funny, beautiful, or made you cry (or
it may have checked multiple boxes, like one of my favorite ads).


The thing is, there are real psychological reasons why the most
memorable and effective ads are funny, beautiful, or make you
cry. In this episode of Death to the Corporate Video, Guy
explains how he formed this theory, and Hope shares psychological
research on the relationship between emotions and decision making
and what that means for B2B marketers.


For anyone who wants to read more about the research linking
emotions and decision making, we recommend these articles:


Why emotion plays a critical role in decision making


Emotion and Decision Making