It’s important to develop buyer personas to understand what is motivating your key decision makers both emotionally and rationally. Knowing what appeals to audiences helps companies craft specific messages that can turn shoppers into buyers.

Marketing copy just doesn’t write itself. (Nor do plays, movies, or Netflix shows, but that’s another blog for another day.) But even as a creative with a pretty good deal of writing experience under my belt, sometimes I forget that.

Lately I’ve been considering some of the advertising language that flies past our ears every day — especially when it comes to describing and marketing food. At any given time, there seems to be a list of hits that consumers want to hear over and over again.

There’s the game. And then there’s the commercials. And, as a card-carrying ad guy, I’m obligated to be more interested in the commercials than the game, right? Neither the game nor the ads were really that thrilling; what follows is my take on what aired this year.

It’s 2019. The sun is shining, the birds are chirping and emojis are everywhere. They’re in our text messages, our Instagram captions, our grandmothers’ Facebook comments and — you guessed it! — in our B2B marketing campaigns.

I encourage you to look at 2019 as a year of opportunity. If you aren’t happy with the outcome of your adverting initiatives from the last year, make a resolution to switch things up!