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The rise of talk radio challenged the role of experts by reinforcing the popular belief that the established media were dishonest and unreliable. Radio talkers didn’t just attack established political beliefs: they attacked everything, plunging their listeners into an alternate universe where facts of any kind were unreliable unless verified by the host. In 2011, Limbaugh referred to “government, academia, science, and the media” as the “four corners of deceit,” which pretty much covered everyone except Limbaugh.
The Death of Expertise
Tom Nichols
So in an advertisement. What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only.
Scientific Advertising
Claude Hopkins and Byron Maxim
The scorecard is composed of three parts: the job’s mission, outcomes, and competencies. Together, these three pieces describe A performance in the role—what a person must accomplish, and how. They provide a clear linkage between the people you hire and your strategy.
Who
Geoff Smart, Randy Street
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