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The  Marketing  Formula  Made  Easy  

How  to  Hit  Hot  Buttons    

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PorterVision Sales & Marketing Boot Camp  

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What is Advertising Supposed to Do?  � Grab  the  prospects’ attention  � Give  them  hope  that  you  can  solve  their  problem  or  fulfill  their  desire  

� Prove  beyond  a  shadow  of  a  doubt  that  their  hopes  will  be  fulfilled  

� Offer  a  specific,  low-­‐risk,  easy-­‐to-­‐take  action  

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95% of All Ads SUCK!  � That  is  to  say  .  .  .    

� They suck the profits right out of your business!  

�  Let’s  explore  why  this  is  so  .  .  .  

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Image / Institutional Advertising  � Attempts  to  get  attention  through  cute  and  creative  copy  

� Has  one  goalèTo  get  consumers  to  remember  a  brand,  company  name,  or  slogan  

� Relies  on  repetition  � Takes  a  “Fortune  500”  budget  

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Direct Response Marketing  ü Produces  direct,  immediate,  measurable  response  ü Tells  a  story  or  proves  a  case  ü Gets  prospects  to  take  action  NOW  ü Separates  your  business  from  the  competition  ü Gets  maximum  results  for  every  dollar  spent!  

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Three Major Concepts  1.  Alpha  Mode  2. Beta  Mode  3. Reticular  Activating  System  

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Alpha Mode  

� Subconscious  running  of  patterns  in  your  life  that  function  without  engaging  your  brain  �  Brain  is  on  auto-­‐pilot  �  Routines  and  habits  stem  from  Alpha  �  People  are  unaware  of  what  they’re  doing  or  thinking  �  25%  of  waking  hours  are  spent  in  Alpha  

Have you ever driven to work and then realized you don’t remember doing it?      

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Alpha Mode in Marketing  � State  of  apathy  toward  any  advertising  

� Makes  consumer  oblivious  to  nearly  all  advertising  messages  

� Gives  advertiser  no  chance  to  sell  

Your ads must get the consumer to “snap” awake  

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Beta Mode  � State  of  active  mental  engagement  

ü Person  is  consciously  aware  of  what  he/she  is  doing  

ü Person  is  interested  and  eager  ü State  of  active  problem  solving  and  learning  

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Beta Mode in Marketing  Person  consciously  notices  ads  ü Person  actively  seeks  out  information  on  products  or  services  

ü Person  is  open  to  ideas  or  suggestions  ü Person  will  read  or  absorb  as  much  information  as  necessary  to  make  the  best  decision  

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Reticular Activating System  � Your  brain  is  always  subconsciously  scanning  the  environment  for  anything  that’s:  

� Familiar  /  Connected  � Incongruous  /  Not  Consistent  � Threatening  /  Dangerous  

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Activators in Marketing    Anything  that  snaps  a  person  out  of  Alpha  Mode  and  into  Beta  mode  

� Must  hit  hot  buttons!  �  Identifies  problems,  frustrations,  annoyances,  fears,  or  hidden  troubles  

�  Involves  specific,  relatable  scenarios  that  illustrate  these  emotions  

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Activators in Marketing  Can  be  accomplished  with:  

ü Pictures:  shocking,  strange,  sexy,  celebrities,  unusual  (people  love  to  look  at  people)  

ü Sounds:  jingles,  “logo  sounds”  (Intel)  

ü Words:  paint  a  mental  picture  

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The Direct Response Equation  Interrupt:    Get  prospects  to  pay  attention  Engage:    Get  those  who  pay  attention  to  remain  interested  

Prove:  Give  facts,  figures,  hard  data  Offer:    Get  the  prospect  to  take  action  based  on  a  call  to  action  

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Remember the WIIFM!

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Step #1: Interrupt  Ad  Style    Headlines    Photos  

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Interrupt: AD STYLE  � Big,  bold,  attention-­‐grabbing  headline  � Advertorial  Style  è  emulates  news  stories  � Captivating  photos  

� before/after  � happy/successful  people  � shows  the  problem    

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Interrupt: HEADLINE  � Headline  is  the  ad  for  the  ad  � Appeals  to  the  reader’s  self  interest  

� Creates  a  sense  of  urgency  -­‐-­‐  makes  prospect  want  more  

� Unique  � Ultra-­‐specific  

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Interrupt: HEADLINE  �  SLOGAN    

   “The  strongest  survive  but  the  best  succeed”  

� HEADLINE  

“I’ll  Teach  You  My  Breakthrough  Method  for  Conquering  Anxiety  and  Depression.  And  I  Guarantee  You  Results  in  30  Days  or  Your  Money  Back.”  

 

 

Which is more likely to hit a “hot button”?  

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Interrupt: HEADLINE  � What  your  headline  must  do:  

ü Grab  your  prospect  by  the  lapels  ü Push  emotional  hot  buttons  ü Be  Unique  ü Be  Ultra-­‐specific  

 “Headlines get read 5 times

more than ad copy.” -David Ogilvy  

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Interrupt: Photos  What  your  photos  must  do:  

ü Instantly  show  your  prospect  what  the  ad  is  about  

ü Push  emotional  hot  buttons  ü Be  unique  ü Demonstrate  the  self-­‐interest  appeal  

  People have a natural interest in other people -- use people in your photos whenever possible.  

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Engage: Lead & Sub-heads  ü Lead  

� Gives  hope/makes  a  promise  � Paints  a  mental  picture  

ü Sub-­‐heads/Photo  captions  � Keeps  the  reader  moving  through  the  copy  � Keeps  the  promise  alive  

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Prove: Copy  � Tell  Your  Story  or  Make  Your  Case  

�  Juicy  Details  � Ultra-­‐Specific  ✔Facts          ✔Figures  ✔Data  ✔Irrefutable  Evidence        ✔Statistics  ✔Testimonials      ✔Expert  Opinions  ✔Success  Stories    ✔Charts  &  Graphs  

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Prove… Which  rings  more  true?  

“We’ve  helped  thousands  of  people  stop  smoking”  

Or  .  .  .  “3,758  People  Can’t  Be  Wrong-­‐-­‐They’ve  

Stopped  Smoking  with  Hypnosis  and  You  Can,  Too!”  

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Prove: Copy Sell  Benefits,  Not  Features  Example:  Electric  Can  Opener                              

Features    

Single  touch  operation      Power  pierce  cutter    

     

Benefits          

Push  a  button  and  walk  away!  

   Safe  enough  for  your  children  to  use!    

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Offer  � What  is  your  USP?    

� Unique  Selling  Proposition  �  Is  it  irresistible?  � Does  it  make  your  prospect  say,  “I’d  be  crazy  to  do  business  with  anyone  else”?  

What is the most irresistible offer?

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The Thin Line  � Who  is  ready  to  buy  now?  

         5%      95%    � Who  will  buy  in  the  future?  

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Guarantee  � Consumers  are  Smart  /  Savvy  /  Skeptical  

� Remove  the  risk  .  .  .  �  Nothing  to  lose  �  Everything  to  gain  

.  .  .  And  they’ll  buy  from  you!    

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Success is a State of Mind!  � 95%  of  all  small  business  ventures  fail  within  the  first  five  years  .  .  .  But  you’re  different  .  .  .    

ü You  believe  in  yourself  ü You  think  differently  ü You’re  willing  to  step  outside  the  box  ü And  dream  bigger  than  your  competition  

Which  means  that  .  .  .  

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Untold success and riches will be yours!

Congratulations!  

 

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