It’s Monday Jan 28th, and this is…
(Band strikes up, batons start twirling, people cheer, dancers jump out and boogie)
Yep, I figured I’d better come up with a blog… Why?… (Eye roll)
1) Because I’m a MARKETING dude! (Being forgotten is NOT good marketing.)
2) I really DO have useful ideas to pass on (My wife is a tiny bit weary of my shop talk.)
3) And not least.. I work out of my house… Mostly by myself…. (Sniffle)
4) Oh, and while I write these things I get to listen to rock & roll radio. (Can’t do that when I record stuff…. Led Zep is on at the moment… Oh yeah…)
I’m a social person, I’m a creative person, and I’m into the science of persuasion. That’s why I LOVE marketing. Coming up with persuasive messages for my marketing buddies is a social thing, a creative thing, makes for really cool mental exercise, AND makes my clients MORE MONEY!
(Band strikes up again, batons twirl, people cheer, dancers jump out and boogie) WE LIKE MONEY! J
I’ve been banging away at it for so many decades that marketing seems to have replaced other forms of entertainment. (When I was young and spry I used to skydive.)
Alas, I’m not so spry these days. So I collaborate. I noodle, I write, I persuade and I get a big kick out of it. As a result, you and all my friends (clients) get an occasional giggle, some really useful advertising fuel and I keep my brain turned on. I have so much to tell and so little time to get these ideas out to you that a newsletter seems to be the most efficient way I can help you get the most out of your advertising.
Why do I call it that? Over the decades I’ve learned how to make magic (money!) for my clients. I’ve repeatedly been forced to make things happen in the limited space of a 60 second radio commercial. When the phones ring like crazy it truly does feel like magic. So… How do I make advertising magic?
I do it with my 5 part MAGIC AD FORMULA… I developed this formula over the course of 30 years in radio. I stole bits and pieces from other people made up some of my own, and tested it over and over. I fine-tuned it and now use it in every kind of persuasive message, radio, TV, and all sorts of print, and it has literally worked like MAGIC…. I’m not a selfish guy so here it is…
The Magic Ad Formula
1) EMPATHIZE With Their Pain, And EMPHASIZE It.
2) Come to Their RESCUE in a UNIQUE WAY.
3) PROVE You’re the ONLY Choice.
4) Make An Offer that’s EASY TO ACCEPT.
5) Give Them ONE SIMPLE way to respond.
That’s it… 5 tested steps to making any sales message work like MAGIC. Radio, Print, TV…
ANY persuasive message.
Please note EACH step is EQUALLY CRITICAL and each step must appear in your message in THIS EXACT SEQUENCE! Of course many ideas are worth a test but this sequence has had the highest batting average overall. Deviate at your own risk!
Today I’ll show you step one….
Tax Relief, Mortgage, Gold, Debt Relief, Auto Repair Insurance. These categories are ubiquitous on the air and I’m all over the radio with messages selling them. The failures I’ve seen in these (and other) categories virtually ALWAYS are the result of a failure to follow the formula. And in all the campaigns I’ve been asked to “fix” the very FIRST thing I see is a low impact headline.
(YIKES! Step one is MISSING!)
Emotion is what sells. Touch on the strongest NEGATIVE emotion the listener holds deep in their hearts as relates to the product or service at the very beginning of the message and you will already have avoided the BIGGEST mistake people make in selling.
Why focus on their pain in the headline? Because social psychology experiments have proven beyond any question… Humans will expend MORE energy fleeing a painful condition than they will expend pursuing pleasure! (Read Dr Robert Cialdini’s “Influence, The Psychology of Persuasion” In this fabulous book DR C. sites the study!) Bottom line if you have something to sell make certain you start by emphasizing the negative condition that will persist if they don’t avail themselves of your product or service. Emphasize it! Do your best to make them want to RUN from their PAIN!
Virtually EVERY product or service has a negative consequence if not purchased. Take tax relief for example… “You owe a ton of money and they’re out to get you!” Is a MUCH more powerful lead than “Save a ton of money and free yourself from the IRS” They both speak to the same condition but the first example will carry FAR more emotional impact. It doesn’t matter that you may not understand exactly why. It’s a simple proven fact that humans predictably react more strongly to the negative perspective, so use it in EVERYTHING. Even if you only do this ONE thing I can virtually guarantee you’ll improve your odds dramatically! (Avoid bumming them out through the entire message! I’ve tried that and it didn’t work!)
Oh, but it seems so tiresome! If every ad starts that way you won’t sound different! I’ve heard this argument over and over, and over and over it seems being different isn’t as important a factor as people think, at least where the lead is concerned.
No argument. Being different IS important! It’s just not important at THIS stage of the sequence. We’ll discuss being different in next MAGIC AD communique. (I can already hear you shouting “Unique Selling Proposition!”)
This first MAGIC AD has already taken up WAY too much of your time… I’ll sign off with my apologies and with a promise, I’ll do my best to make these notes as short and as sweet as I possibly can while packing them FULL of dramatically useful material!
Next MAGIC AD we’ll discuss step 2 of The MAGIC AD FORMULA.
“Come to Their RESCUE in a UNIQUE WAY.”
‘Till then please know this, I truly value you as a friend and colleague. (And if you have a friend that could really use this information PLEASE spread the love & forward it to them!)
Also, if you think I’m totally NUTS please come right out and say it…
I LOVE feedback!
CHOW BELLA J
P.S. Need help with a project? Drop me a line, I’m totally FULL of it. (Marketing ideas I mean.)
Thanks for reading, Comments are welcome!