There is more media out there than ever before. As a result, people are more distracted than ever before. I’ve talked before in passing about reaching the passive audience. I thought we’d look at this concept in a little more detail. My first love is radio, so I often look at advertising from that perspective….

When advertising, there’s certainly a lot of value to persuading someone logically, but emotional persuasion travels much deeper. The right side of the brain is much more susceptible to persuasion and influence than the left. Remember too that people will do things when they’re emotionally motivated that they would never dream of doing when they’re…