Ep 9: The Secret Political Strategist Messaging Tool Nobody Wants You to Know About

What do Apple’s iconic “Get a Mac” ads and political campaigns have in common? A little-known framework that shapes how people think—and buy.In this episode, Avery breaks down the message box: a dead-simple, wildly effective strategy tool used by political pros (and now, smart marketers) to craft campaigns that stick.You’ll learn:What the four quadrants of a message box are—and how to fill them inWhy “us vs. them” thinking still works (when used strategically)How Apple made PCs look like the sad boyfriend you settle forWhy consistent messaging beats clever taglinesIf you’re a creative, strategist, founder, or just love decoding the psychology of advertising, this one’s for you. Timestamps:00:00 Get a Mac Ads and Message Boxes04:58 Justin Long and Cultural Context of the Campaign08:55 Intro to the Message Box Framework14:52 Breaking Down the Us on Us Quadrant19:52 Understanding Us on Them with Brand Rivals27:02 The Power of Pity in Messaging30:00 Them on Us: Preparing Your Defense32:52 Them on Them: Studying Competitor Messaging36:00 Creating Your Headline and Campaign Strategy38:00 Consistency Is the Secret WeaponHashtags:#MarketingStrategy #CreativeStrategy #DTCMarketing #AdPsychology #PoliticalStrategy #MessageBox #BrandPositioning #AppleAds #BrandMessaging #ConsumerPsychology #MarketingFrameworks #AdCreative #FounderMarketing #ContentStrategy #MarketingTips #MessagingMatters #EcommerceMarketing #MediaStrategy #StorytellingInMarketing #MarketingPodcasts #MarketingTools #StrategicComms #DirectToConsumer #AdvertisingInsights Work with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠Subscribe on YouTube: ⁠https://www.youtube.com/@DTCPodcastSubscribe to DTC: ⁠https://www.directtoconsumer.co/⁠Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast

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