Hi Folks! It’s Monday Feb 25th…
…While I write edition 3 of… Magic Ad!
A rock and roll ERA… (Still shaking my head…) Who could tell one bizarre group from the next?? Never understood it…
Bob’s Magic Ad Formula…
- EMPATHIZE With Their Pain, And EMPHASIZE It.
- Come to Their RESCUE in a UNIQUE WAY.
- PROVE You’re the ONLY Choice.
- Make An Offer that’s EASY TO ACCEPT.
- Give Them ONE SIMPLE way to respond.
5 tested steps to making any sales message work like MAGIC. In Radio, Print, TV or anywhere you want to persuade people…
This is the formula I rely on to make powerful advertising messages for my clients. Last time I explained step 2.
Today I’ll show you step Three….
“PROVE You’re the ONLY Choice”
To be sure there’s some overlap from step two here. If you have a killer USP you will have separated yourself from other competitors providing a form of proof. Still there’s more work to do in the PROOF department.
Proof can be offered up in many ways and here, MORE is BETTER! If you can claim you’ve won the Nobel Peace Prize… You’re very fortunate! The rest of us meanwhile need to work a little harder.
Here are some other forms of proof.
Is your product UL Tested? (Independent, not-for-profit product safety testing and certification organization) You’ve seen the little logo on the bottoms of toasters, Blenders, and such.
Are you certified in some way? Do you have some form of credential you can brag about? “Graduate Cum Laude M.I.T.” “Interned at the Mayo Clinic”, “Rated A+ by the Better Business Bureau”, or are you a World Record Holder? Are you recommended by 4 out of 5 Doctors? These are all obvious forms of proof. Logos from organizations, membership to an elite organization, etc.
There are more ways to skin a cat of course… (Who skinned the FIRST cat by the way? Musta been an awful ruckus!!)
The earliest printed citation of this proverbial saying that I can find is in a short story by the American humorist Seba Smith – The Money Diggers, 1840:
“There are more ways than one to skin a cat,” so are there more ways than one of digging for money.
Interesting that it involves getting money! (I digress…On with it then)
Sometimes simply including a sound bite or quote from the owner of the company can introduce an authority figure into the presentation. Video of a doctor saying he recommends this product too ALL HIS patients. Or in print, a picture of a doctor in an advertorial about a vitamin supplement product. This form of proof comes from people in positions of authority.
Interestingly people ASSUME authority automatically just because the stranger is wearing a medical smock with a stethoscope around their neck, or because a guy is standing there in a blue police uniform.
Celebrity endorsements offer up a very powerful form of what’s called “Social Proof” (Read more about all this in Dr Robert Cialdini’s book “INFLUENCE The Psychology of Persuasion”) You see football pros advertising shaving products and there’s a good reason for that, people place their trust in celebrity! (I struggle with that…. Charlie Sheen comes to mind… WINNING!)
An incredibly powerful form of social proof is the use of testimonials. In my opinion no marketing effort is complete without testimonials!
Call my free 24 hour recording at 855-Magic-Ad
You’ll hear my message complete with a set of testimonials.
Wait for the beep and tell me how much you like my newsletter! (Worth a TRY… Right?… Hello…? …Click BUzzzzz)..aww…
If you get “Love letters” from clients or patients, SAVE THEM! In your day to day operations find the time to record people saying great things about you or your company. With a little video camera, a portable audio recorder, or If you can do it, send out a survey asking people to describe what they like and don’t like about your business. You’ll wind up with some extremely valuable information about how you can improve your customer experience AND grab some great positive stuff for your marketing!
Collect as much material as you can whenever you can because THIS is marketing GOLD!
Referrals for example come by way of UNDENIABLE social proof (friends and family) and bring in some of the BEST clients or customers you can hope to get!
So, my advice? Find a way to PROVE you or your company is AWESOME! It’s a MUST have element in your advertising.
Reminder… These steps work best when they happen in the SEQUENCE… Step one FIRST… step 2 SECOND … etc…
Next MAGIC AD we’ll discuss step 4 of Bob’s MAGIC AD FORMULA…
“Make An Offer that’s EASY TO ACCEPT”
And again let me thank you for keeping me nice and busy!
(If you have a friend that could really use this information PLEASE forward it to them!)
If you’re one of those friends please sign up at www.855MagicAd.com!
Opt in and get my free report “The Top 25 Magical Advertising Secrets!”
Also, if you can think up more ways to provide proof, I’d LOVE to hear about it!
Are you STUCK? Have you written a rough piece of copy for an AD for yourself or a client?
Does it “SING”? If not, I’d like to help!
I’ll get you pointed in the right direction for FREE!
Send your rough draft version to me and I’ll give you a five point outline matched up to my Magic Ad Formula!
Get your Free FIVE POINT MAGIC AD AUDIT… It can be a print ad, radio spot, anything.
- I’ll suggest a way to start your ad!
- I’ll suggest an approach for pulling off step 2
- How do you show proof? I’ll give you an idea
- How about the offer, I’ll tell ya how I would do it.
- And I’ll suggest a way to finish it off in a compelling way.
I’ll give you what you need to break your writers block! FUN FOR ME… FREE FOR YOU!
Plus… I’ll sweeten the deal! If you like my ideas enough to want me on the project, I’ll finish writing the copy at a 30 percent discount!
You either win BIG or win even BIGGER!
Thanks for reading! Bob Holiday Ad Magician Bob@855MagicAd.com