ASH AMBIRGE

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I Wrote & Produced TV Commercials for Seinfeld, And Here’s What I Learned

In: Online Marketing

A hundred years ago, I was in charge of writing and producing teaser commercials to let the public know that Seinfeld would soon be airing on the FOX network.

There was just one catch:

We couldn’t use the Seinfeld logo, the likeness, the music, or the footage.

Not until the date the license became active, anyway. But that would mean that we couldn’t promote it ahead of time—and that’s a problem when you need to get people excited.

So what’s a girl to do when she needs to promote something she can’t talk about?

She stops thinking about promoting Seinfeld, and starts thinking about promoting the things that Seinfeld stood for. (If you’re thinking it was a show about nothing, you’re wrong—it called out and questioned many, many cultural norms.)

I did this in the form of riddles and clues and inside jokes that only Seinfeld fans would understand, of course, each of which would air in 15-second clips that would pop up on the screen in between commercials to the tune of “Gold Digger” (which had nothing to do with anything except for the fact that it was 2006 and I knew people would start singing along as soon as the clips came on). As a result, we turned what would normally be an advertisement into a game—an early version of gamifying, if you will, before gamifying became a thing.

Because no matter what you’re selling, your only job is to get someone excited about it.

It’s far too easy to get bogged down by all of the minutia of the standard practices and the do’s and don’ts and the webinars and the sales copy and the price points and all of the other things that are making you run SCREAMING from talking to anyone about your thing.

But you don’t need a degree in marketing; what you need is enthusiasm.

The best marketing never feels like marketing—and the best way to promote yourself?

Is by promoting what you stand for.

Jul 27

2011

Get More Clients + Customers: The One Step You Absolutely, Under No Circumstance, Aren’t Allowed to Skip. Rahr.

Jul 27, 2011

Remember Monday’s riveting post where I swore less than usual, pretended to be a drunken Spanish sailor and emphasized the importance of getting clients and customers in the door? If you don’t, Ginkgo Biloba comes highly recommended. By herbalists, not me. I tried that shit once and it did absolutely nothing to help me remember […]

In: Online Marketing

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May 13

2017

Let’s Get One Thing Straight: There’s Only One Way to Stand Out from the Sea of Sameness, and It’s Free

May 13, 2017

Everyone wants to stand out from the sea of sameness—a phrase I coined years ago, right here on this blog, when the Internet first started teetering toward “me, too!” syndrome. Ask most people how to stand out, and depending on their industry, they’ll tell you something different: Get a website! Learn how to write copy! […]

In: Online Marketing

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Mar 3

2012

Attention Is The Motherfucking Currency. OWN IT.

Mar 3, 2012

Yo. Just wrote an update to my Behind Closed Doors group, and thought it might be useful to share with you here, too. (Behind Closed Doors is my insider group where several times a week I put out quick-hit emails like the one below, sharing the deets on my own marketing + sales strategies for […]

In: Online Marketing

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Oct 16

2017

She Wrote the Book On It

Oct 16, 2017

At my retreat in the Cotswolds, this past summer, I gave everyone salmon-colored Kate Spade notebooks that read on the cover: She wrote the book on it. It’s a theme I teach and live and breathe and bleed. Everyone’s always asking, “How do you market yourself? How do you get people to notice you?” (For […]

In: Online Marketing

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