Credibility Marketing

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Credibility Marketing
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Credibility Marketing
What Are We Going To Cover Today?

• Todays Marketing Doesnt Work
• History of Advertising, Decision making
• Credibility Based Marketing
• The Five Cs of Credibility
• Marketing Equation
• Real Company Examples
• Writing Ads Collateral Material
• A.I.D.A or I.E.E.O
• Tactical Marketing
• Media Mix, Sales Tools
• Maximize Optimize

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Credibility Marketing
Because of the nature of business, it has just
two functions, and only two. Marketing and
innovation. Marketing and innovation make money.
Everything else is a cost. Peter Drucker
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What Marketing Is Supposed To Do

• Marketing should capture the attention of your
  target market
• Then give them hope that reading/listening to the
  ad will give them enough information
• To facilitate their making the best decision
  possible when buying whatever you sell.
• Then give them a specific, low-risk, easy-to-take
  action that will further facilitate their ability
  to make a good decision
• Bottom Line The ad should make the prospect feel
  like theyd have to be an absolute fool to do
  business with anyone else but you regardless of
  price.
• Does your marketing do this? It will by the end
  of the day.

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The Problem Is Most Marketing Advertising
Campaigns Dont Do That But Our Marketing Does.
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Bottom-Line Results

• Benefits of Credibility Marketing
• Make more money without spending more, from
  existing efforts
• Distinguish business so prospects choose them
  immediately
• Quit competing on price
• Drive in more leads or traffic
• Increase advertising response 2X 10X
• Convert higher percentage of the leads
• Salespeople produce more - less dependant on
  superstars

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Bottom-Line Results
Benefits of Credibility Marketing (continued)

• Increase average sale/ticket amount
• Increase repeat business increase referral
  business
• Decrease marketing costs bigger bang for your
  buck
• Have total control over the growth of your
  business profit faucet
• Eliminate risks of advertising and marketing No
  more mistakes
• Systematize and make it simple and easy to
  implement

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Its Not Your Fault Your Advertising Doesnt Work
Like It Should Heres Why
History Of MA 101
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History of Marketing Advertising

• Compare what type of marketing was prevalent
  during each of these three periods.
• What didnt work why?
• What worked Why?
• Give examples and stats.

• Late 1800 early 1900
• Mid 1900 Late 1980
• Days of simple selling
• Late 90s Present day
• Paradigm Shift confidence GAP

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Late 1800s Early 1900s

• In the early days of advertising, most companies
  competed on a local or regional basis
• Competition was fierce
• Much of the advertising was comparative in nature
• This forced advertisers to use their brains when
  crafting their ads

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Late 1800s Early 1900s
Smaller companies got pretty good at getting
attention and building a case
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Post WWII. The Days Of Simple Selling
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Days Of Simple Selling 1945 Late 1980s

• In Post WWII, everything changed
• Americans had unprecedented prosperity income
  and free time started to grow rapidly
• Most significantly, post WWII brought us
  Television
• In 1945, TV was first commercially introduced
  fewer than 7,000 sets exist, and only 9 stations
  in 5 markets
• By 1951, there are 12 million BW sets
• 1952 20 million households
• 1955 Prime spots garnering 4,000 a minute
• 1957 Variety Magazine reports viewers encounter
  420 commercials a week totaling 5 hours, 8 minutes

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Days Of Simple Selling 1945 Late 1980s

• Television The Era of the BRAND BUILDERS
• National companies had a new medium to reach the
  entire USA
• Because of limited supply, cost quickly went up
• Commercials shrank from two minutes down to 30
  seconds
• Advertisers had less time to build a case so the
  SLOGAN became popular
• Arent you glad you use Dial?
• Ring around the collar
• Melts in your mouth, not in your hands
• Finally, logos became the most cost-effective way
  to advertise
• McDonalds abandoned their You deserve a break
  today slogan because it cost too much to say and
  instructed their agency to just flash the golden
  arches

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Days Of Simple Selling 1945 Late 1980s

• Symptoms of the BRAND BUILDER emulation
• Focus is primarily on GETTING ATTENTION
• Heavy reliance on design, pictures, and humor
• Ad Agency Formula C R
• Creativity 25-year olds sitting around thinking
  up crap
• Repetition Get BRAND into your brain enough
  times
• Deficiencies in effectiveness made up for by
  repetition
• Which is still okay if your ad budget is over
  250 million a year
• Platitudes Generalities rule the roost
• Advertising puffery Judge declared nobody
  believes it anyway

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Do You Have A Slogan? If So, How Many People
Out There Know It By Heart And Ultimately Buy On
It?
What Kind Of Budget Does It Take To Pull Off
Slogan Advertising (i.e. Branding)?
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Fortune 5000 Influence

• HUGE Budgetsstats from 1999
• Pepsi 1.31 Billion
• Proctor Gamble 2.61 Billion
• McDonalds 1.13 Billion
• General Motors 4.04 Billion
• Coca-Cola
• 300,000 Billboards
• 20,000 Walls with their logo painted on it
• 5 Million soda glasses with Coca-Cola logo
• 400 Million newspaper impressions
• In 1930!

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History of Marketing Advertising

• The Competitive Market changed
• The Marketplace Switched
• 3-4 BIG National Companies Took Over The
  Marketplace
• National companies made fortunes by advertising
  on the tube
• Ad Agencies and Business Schools benchmarked
  these large companies
• Institutional (or image) advertising was the
  calling card of BIG, RICH companies
• Everyone drew the conclusion Thats how you do
  it!
• Business Schools Ad Agencies begin to teach
  This is how you create successful advertising.
• This emulation of Fortune 500(0) advertising has
  been going on for well over 40 years now by ALL
  SIZES of companies.
• Institutional style and menu-board style
  advertising
• Now, Nobody knows any other way to do it BUT this
  way

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The Days Of Simple Selling(1945 - Late 80s)
The Seller Had The POWER...
And the Buyer was at his mercy.

• Low Information
• Low Resistance
• Easier to make a buying decision

• Low Competition
• Fewer Choices
• Low Technology
• Low Education

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What Makes Matters Worse The Way Of Doing
Business Has Changed
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The Marketplace Grew-Up The Strategies For
Reaching Your Customers Changed And Nobody
Knows It Yet.
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Competition Has Changed Over The Last 10 To 20
Years
Now Youve Got HUNDREDS Of Competitors And A
Limited Budget, And Its Hard To Break Through
All The Clutter.
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Paradigm ShiftLate 80s - Present
Now The Buyer Has The POWER...
...And The Seller Is At His Mercy
Confidence GAP

• Entrepreneurial Boom
• Increased Technology
• Increased Competition
• More Choices
• Increased Information

• Identical Marketing Messages
• Increased Resistance
• Longer Buying Cycles
• Price Competition
• Products Are Commodities

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The Confidence GAP

• Confidence Gap -- Definition
• The buyers inability to determine whether any of
  the businesses or any of the products or any of
  the services are any better or any different or
  any worse than any of the others.
• The buyer feels like he doesnt have control, so
  he stalls, thinks, compares, and tries to gather
  more info.

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Brand Building Works Just Fine
If You Are One of The 3 - 4 Major Competitors In
Your IndustryAnd You Have 250 Million A
YearBudget To Spend On Advertising
But Thats NOT You!
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What About You?

• Most companies are not Fortune 5000
• Provides more personalized products and services
• Marketing budgets are much smaller
• Your Marketing Needs Are Different
• Need to get maximum results for every dollar
  spent
• Need to utilize action-oriented advertising
• Need to build a case for your unique products
• Need to separate from your competitors
• Need to lower the risk of trying

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Do You Have Symptoms Of Brand Builder
Emulation?
Lets Test Your Advertising Against The
Platitude Evaluations
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Definition of a Platitude

• platitude   n. A trite or banal remark or
  statement, especially one expressed as if it were
  original or significant.
• We Go The Extra Mile For Our Clients
• trite  adj. Lacking power to evoke interest
  through overuse or repetition.
• banal  adj. Drearily commonplace and often
  predictable.

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Platitude Evaluations

• Heres Seven Evaluations to tell if an ad is a
  platitude.
• Well I would hope so!
• Who else can say that?
• Well, Whoop-Dee-Do!
• Do you really believe that? Prove it.
• What conclusion do you want me to draw?
• Menu Board Advertising.
• Cross-Out / Write-In Exercise.

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More Platitude Evaluations

• Six Things To Avoid At All Cost
• Being cute for cutes sake
• Plays on words
• Ego stroking
• The profound approach
• The snoozer
• Company name for headline

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The Platitude Acid Test How To Do It

• Measure your ad against the Seven Evaluations
• Measure your ad against the Six things to avoid
• Underline all of the Platitudes and/or
  Generalities in your ad
• Count up the offenses
• If you show 3 or more Brand Builder Symptoms,
  your ad is not working like it should
• Now Do the same for your competitors ads

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When A Paradigm Shifts Everyone Goes Back To
ZERO
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That Means Theres An Opportunity For Someone To
Take Advantage Of The Void... If You Understand
and Youre Willing
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The Industrys Answer To These Problems

• C R Creativity Repetition
• Like we just discussed.
• Better Customer Service
• Youve got to have customers to give them
  service.
• More Sales Training
• Youve got to have prospects to use sales skills.
• Advertising Tricks Techniques
• You must understand principles, not just
  techniques.

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No Real SolutionsAd Agencies

• Large Advertising Agencies
• Wont give small medium-sized businesses the
  time of day
• Only interested in huge advertising budgets
• They make their money based on how much
  advertising gets placed, not results
• Small Advertising Agencies
• Most were started by people who left big agencies
• Same philosophies and goals narrower expertise
• Trying to become big agencies do what big boys
  do
• Neither has any practical how to make money
  knowledge

Conclusion Aint Gonna Get The Job Done
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No Real Solutions Books?
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Why Do Most Marketing Advertising Campaigns
Fail? Lack Of Credibility
Success In Marketing, Advertising Sales Is
Completely Based Upon
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Credibility

• Marketing, Advertising Sales Success Is Based
  On Credibility.
• Credibility Trumps Everything!

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Five Cs of Credibility Marketing Advertising

• The Five Cs
• Credibility in marketing advertising happens
  when these Five Components of the sale are all in
  alignment
• Customer needs and values
• Character of the businesses
• Competence of the business
• Communications of the business
• Consistency of the business

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The Five Cs of Credibility Marketing
4. Communications Verbal Non-Verbal
1. Customer Values (What John Smith Expects and
how he perceives your business)
2. Character of Business (The Moral Values
of the Business)
Credibility Gap
3. Competence How Well You Do It (Internal
operations and systems that
insure the character of the business)
5. Consistency Staying on Message
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1Customer Values

• Whats Most Important To The Customer?

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Credibility Marketing
Key Concept Of The Day
If You Want To Know Why John Smith Buys What
John Smith Buys, Youve Got To See The World
Through John Smiths Eyes.
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How People Make Buying Decisions

• Decision Making Matrix
• Customer Values Hot Buttons

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Decision Making Matrix

• Again
• If you want to know why John Smith buys what
  John Smith buys, youve got to see the world thru
  John Smiths eyes...
• The Decision Matrix will help you identify that
  process and make sure what youre saying is in
  alignment with your customers needs and wants.

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Decision Making Matrix At A Glance

• This is the process John Smiths brain goes
  through to make every decision, small or large.
• It Never Changes Ever.

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Decision Making MatrixPart One

• Customer Discovers / Has a Situation
• A Need or Desire For Something
• An Opportunity Comes Up
• A Problem Needs To Be Solved
• They are now in a situation that they need to
  make a decision

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Decision Making MatrixPart One

• Customer Values
• What things are most important to me when buying
  this product or service or from this type of
  business?
• Make a list of the TOP 4 6 categories

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Decision Making MatrixPart One

• Hot Buttons
• Specific scenarios (stories) based on the
  customer values that are Emotionally Charged.
• Things they have experienced before and know to
  look out for
• Things they have heard, or been warned about by
  others (friends, media, etc.)
• Natural fears
• Grade Rank them on a 1 -10 scale
• I feel (emotion) about (customer value)
  Because (specific scenario)

• I feel confused about buying a digital camera
  Because I dont have a clue what megapixels mean

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Customer Values Hot Buttons For Five
Industries 1. Service 2. Professional 3.
Retail 4. Manufacturing 5. Opportunity
97 Of The Time People Are Motivated By Pain vs.
Benefit
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Q A Session
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Decision Making MatrixPart Two

• Customer Grades Ranks The Emotional Intensity
  of The Situation / Decision
• Importance
• How important is this?
• Time Frame
• How much time do I have?
• Duration
• How long will I be affected by this?
• Frequency
• How many times will this occur?
• How many times will I be reminded of this
  situation?

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Decision Making MatrixPart Three

• Customer Gathers Information
• Where can I get credible information?
• How many sources can I find? Where are they?
• What type of information do I need?
• How much information is available?
• How much information do I need or want to make
  the decision?
• In what format do I want to see the information?
  How do I want to see it presented or offered to
  me?
• How can I tell if the information is credible?
• Is there anything I have missed?

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Decision Making MatrixPart Four

• Customer Makes The Decision To Buy
• When do I need to buy?
• When can I buy?
• How much money do I need?
• Do I have the money?
• Is it convenient?
• Am I protected, or at risk?
• After All of This The Customer Finally Buys and
  Actually Gives Up The Money

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Group Exercise

• Customer Values
• What things are most important to me when buying
  this product or service or from this type of
  business?
• Make a list of the TOP 4 6 categories

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2Character of The Business

• What is the companys vision philosophies?

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Character of The Business

• Based on the philosophies and vision of the
  company. This should be in alignment with the
  customer values.
• Vision of the company
• Mission of the company
• Corporate philosophies
• Innovation
• Growth and profit
• Employee relations
• Customer service

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3Competence

• How good are the internal operations?
• What is the inside reality of the business?

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Competence

• These Are All The Things A Business Does Right To
  Meet The Needs, Wants, And Desires Of John Smith
• Does the product or service deliver the desired
  or promised results?
• Does the company truly have customer service
• Do they have systems in place throughout the
  buying cycle
• Does the company stand behind the product or
  service

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4Communications

• Marketing communications both verbal and
  non-verbal.

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Communications

• Both Verbal and Non-Verbal
• Verbal Marketing, advertising, sales
  presentations, press, collateral materials
• Non-Verbal Logos, colors, building, staff
  grooming, uniforms, vehicles, etc.

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Credible Headlines

• The Success of Any Ad Is Dependant Upon The
  Headline
• The Headline Is 95 Of The Ad

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Credible Headlines

• Alpha Beta Modes
• Reticular Activator
• Activators Hot Buttons
• Marketing Equation
• Interrupt (Attention)
• Engage (Interest)

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Headlines The Ad For The Ad

• One of the most important elements of any ad
• Can increase the response of your advertisement
  by as much as 2,100 or more without changing
  anything else
• Every ad in any medium must have a headline
• A Credible headline is the ACTIVATOR that enters
  the Reticular Activator areas and Interrupts the
  prospect
• Must be Customer Value and HOT BUTTON oriented
• Based on the pictures already inside the
  Reticular Activator
• Must match level of Emotional Intensity
• Sub-headlines (which are actually just headlines)
  will engage the prospect
• Lets reader know its not a False Beta

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Three Major Concepts

• Alpha Mode
• Beta Mode
• Reticular Activating System

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The Psychology Of BuyingAlpha Mode

• Subconscious running of patterns in your life
  that allow you to function without engaging your
  brain
• Your brain is usually on auto-pilot or
  power-save
• Mind can solve problems or fix discrepancies at
  this level
• Everyday routines and habits stem from Alpha
• Person is not aware of what they are doing or
  thinking

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Examples of Alpha Mode

• Have you ever driven to work and when you got
  there you realized you hadn't seen a thing along
  the way?
• Have you called a friend on the phone only to
  have a different friend answer the call?
• Have you ever stood in front of the fridge for
  more than 2 minutes looking for the pickles only
  to have your spouse walk up and say theyre
  right here, stupid!?
• Have you ever heard the saying I could do it in
  my sleep?
• Guess what? You do most everything in
  alpha-sleep

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The Psychology Of BuyingAlpha Mode

• Alpha Mode in Marketing
• Credibility Gap-induced state of apathy toward
  any marketing or advertising
• Makes consumer literally oblivious to nearly all
  advertising messages
• Ads are not even noticed in the first place
  gives advertiser no chance to sell
• Your job is to break the consumer out of this
  state to get them to snap awake.

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The Psychology Of BuyingBeta Mode

• Beta Mode
• State of active mental engagement
• Person is consciously aware of what he/she is
  doing
• Person is interested and eager
• State of active problem solving and learning

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The Psychology Of BuyingBeta Mode

• Beta Mode in Marketing
• Person consciously notices advertisements
• Person actively seeks out information on products
  or services
• Person is open to ideas and suggestions about how
  to solve a problem
• Person will read or absorb as much information as
  necessary to make the best decision

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The Alpha-Beta GAP
Beta Mode
Alpha Mode
GAP

• Subconscious State
• Auto-Pilot
• Running Patterns
• No Active Thought
• Habits

• Conscious Awareness
• Actively Engaged
• Interested / Eager
• Learning
• Active Problem Solving

Now In Marketing Terms
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The Alpha-Beta GAP
Beta Mode
Alpha Mode
GAP

• Subconscious State
• Apathy toward advertising
• Oblivious to ads
• No chance to sell

• Conscious Awareness
• Notices ads
• Actively seeking info
• Open to suggestion
• Will read and absorb

To Get A Prospect To Do Something
Youve Got To Snap Them Out Of Alpha And Into Beta
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Bridging The Gap ACTIVATORS, HOT BUTTONS, And
The Reticular Activating System
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Reticular Activating SystemThree Categories

• Your brain is always subconsciously scanning the
  environment for anything thats
• Familiar / Connected Credible
• Incongruous / Not Consistent Not Credible
• Threatening / Danger Definitely Not Credible

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Reticular Activating System Definition

• The Reticular Activating System is
• The attention center in the brain. It is the key
  to turning on your brain, and seems to be the
  center of motivation.
• The part of your brain where the world outside of
  you, and your thoughts and feelings from inside
  of you, meet. (NewIdeas.net)

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Definition of Activator

• An ACTIVATOR is anything that snaps a person
  from Alpha Mode to Beta Mode
• Breaks the pattern
• Examples
• Baby crying in the night
• Smell of a certain kind of perfume
• A song from your youth

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Bridging The GAP From Alpha to Beta
GAP
Now In Marketing Terms
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Activators In Marketing

• Snaps prospect into consciousness to pay
  attention to your marketing
• Breaks the pattern
• Can be accomplished with any of the following
• Pictures Shocking, strange, sexy, celebrities,
  unusual, funny, cute,
• Sounds Jingles, logo sounds (Intel)
• Words That paint a mental picture
• Or a combination of the above

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Hot Buttons

• The Activator must be based on something that
  gives a prospect an emotional charge
• Identify what problems, frustrations, annoyances,
  confusion, hidden troubles, etc. people have when
  buying what you sell
• Come up with specific, relatable scenarios that
  illustrate these frustrations
• We will do this for your business after lunch on
  the Decision Matrix
• These are your HOT BUTTONS

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Hot Button Example

• Product/Service Moving
• Customer Value No Damage
• Situation Your having a moving company move you
  out of your home and into your new house. You
  are concerned about potential damage to
  irreplaceable items, hidden damage and damage to
  either of your homes.
• Because the last time you moved they broke the
  antique dresser from Hungary thats been in the
  family for generations and torn up your brand new
  lawn and sprinkler system (1700)
• When You Move Damage to Irreplaceable items and
  Damage to Property are two of the major HOT
  BUTTONS
• When this scenario is portrayed in pictures,
  sounds, or words, it will enter into the
  Reticular Activator of people who have experience
  that problem and snap them from Alpha to Beta
  Mode

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Relationship Between Activators Hot Buttons

• Activator is anything that snaps a person from
  Alpha to Beta Mode
• Does not need to be based on anything in
  particularcould literally be anything
• To be effective in marketing, the Activator must
  be based on a Hot Button
• If not, the prospect will quickly revert to Alpha
  Mode and you lose your marketing opportunity

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Bridging The GAP From Alpha to Beta
Activator
Beta Mode
Alpha Mode
The GAP
Comes From Decision Matrix

• Conscious Awareness
• Notices ads
• Actively seeking info
• Open to suggestion
• Will read and absorb

• Subconscious State
• Apathy toward advertising
• Oblivious to ads
• No chance to sell

Importance Intensity Duration Frequency
Problems Annoyances Needs Opportunity
HOT Buttons
The ACTIVATOR Will Get Prospect Into Beta
But Thats Just The Beginning!
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What Are The Customer Values Hot Buttons For
The Moving Industry?
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4 Stages of Beta
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4 Stages of BetaQuick Definitions

• Interrupt Getting qualified prospects to pay
  attention (Attention done with headlines)
• Engage Getting those who do pay attention to
  remain interested (Interest sub-headlines)
• Educate Giving enough information to make the
  prospect feel like he/she can make the best
  decision (Desire body copy / text / evidence)
• Offer Getting the prospect to take an action
  based on information given (Action offer)

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BETA STAGES 1 2 INTERRUPT ENGAGE
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Marketing Is Making People WANT To Listen
It is as useless to try to sell a man
something until you have first made him want to
listen as it would be to command the Earth to
stop rotating. Napoleon Hill
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Interrupt Gone Wrong

• Many advertisers and ad agencies focus all of
  their attention on interrupting (getting
  attention)
• They use techniques like humor, sex appeal,
  celebrity, or unusual pictures or sounds to snap
  you out of Alpha and into Beta Mode
• And then rely on repetition to condition
  prospects to recognize their name brand
• PROBLEM
• After a while, the Activator stops working and
  prospect remains in perpetual alpha mode
  (Credibility Gap)
• This is why they must have new campaigns all the
  time
• After prolonged exposure, people start to hate
  advertising that interrupts them but doesnt
  engage
• KEY Activators must tap into emotions HOT
  Buttons

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If ACTIVATOR is not Credible (not based on HOT
Buttons) it either wont work, or prospect
will quickly revert to Alpha mode.
This is called a False Beta
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Examples of False-Betas

• Have you ever been in a crowded room and heard
  your name called out from across the room?
• How do you react? Is this response conditioned?
  Can you resist?
• Your name is an ACTIVATOR
• Instantly pulls you out of Alpha and into Beta
• What happens when you discover that they were
  actually calling out to someone else with your
  same name?
• Do you try to engage them in conversation anyway?

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Marketing False Betas
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Marketing Is An Equation

• Arithmetic demands that 2 4 6
• Ad Agency, however, says 2 4 9
• They think the number 9 looks cooler
• Creative team sat around and dreamed it up
• Advertising is an art, not a science
• Hiring an Ad Agency (or anyone who doesnt
  understand Credibility Based Marketing) is like
  hiring somebody who doesnt know math to take a
  math test for you

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Effective Interruption

• Credibility Based headlines stem from HOT BUTTONS
  to interrupt the prospect
• Can also be used in conjunction with
  pictures/sounds
• Hot Button-based scenarios are received into the
  reticular activator and the proper emotional
  response is triggered
• Then the prospect immediately searches for
  additional clarifying information
• The prospect is ready to be ENGAGED

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Interrupt Bad

• Does the headline
• Push any of the main hot buttons?
• Match the level of emotional intensity?
• Will the Reticular Activator notice this ad?
• Is it Credible?

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• Interrupt Good

Haunted House Roadside Billboard During Month of
October
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Beta Stage 2 Engage

• Once you have struck an emotional chord with the
  headline, you must now get the reader engaged in
  the ad
• This is done with headlines / sub-headlines that
  promise the reader that if they keep reading the
  ad, they will get information that will
  facilitate their making the best decision
• Not sales info decision-facilitating info
• Sometimes Interrupt and Engage can be
  accomplished with one main headline
• Sometimes the main headline interrupts and the
  sub-headline engages

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Do These Headlines Match The Hot Button Scenarios
In The Reticular Activator?
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Do These Headlines Match The Hot Button Scenarios
In The Reticular Activator?
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Writing Headlines

• Three Ways To Write Powerful Headlines That
  Interrupt Engage
• Easy Say it in Plain English
• Just say what youre trying to communicate in
  plain words
• We cover this briefly today practice will make
  perfect
• Easier Still Use Headline Starters
• Use one of 15 different headline premises to
  spark your brain
• 4th Graders Can Do It Use Headline Bank
• Emulate existing headlines to create powerful new
  ones
• Easiest way to write headlines youll rely
  heavily on these

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Headlines Plain English

• ExampleComputer Training
• Situation computer instruction on video and/or
  cd-rom
• Benefits learn faster, easier, without going to
  school
• Write It Out learn how to use the computer fast
  and without having to go to a school
• Quantify each session is 75 minutes
• Power Words cram, easy

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How To Cram Eight Hours of Classroom Computer
Training Into One Easy 75-minute Session At Your
Home or Office.
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Headlines Plain English

• ExampleMedical Billing
• Situation electronic medical billing service for
  doctors
• Benefits service lets docs collect money faster,
  easier
• Write It Out doctors can collect their money
  faster and with less hassle by using this
  electronic service
• Quantify 141,450 per year
• Power Words easy, in your pocket, without doing
  anything

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Doctors Put An Easy 141,450 in Your Pocket
Every 12 Months Without Doing Anything More Than
Youre Doing Right Now.
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Lets Practice How To Do It

• Write two headlines for your group sample client
  using Say It In Plain English as a foundation
• Situation General situation of the prospect
• Benefits/Desires/Problems Whats most important
  to the prospect emotions felt biggest
  problems Benefits or advantages that business
  brings. See HOT BUTTONS - DMM
• Write It Out Speak it first then write what
  you said
• Quantify s, stats, times, dates, prices, exact
  savings, etc
• Power Words Add clarifying descriptive words
  that help the headline match the ranking (1-10)
  of the situation. This brings the ad to life and
  makes it real, not advertising.

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Q A Session
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Headline Starters

• Use headline starters to give you ideas for
  writing headlines in plain English.
• Write 2 or 3 headlines using each starter and
  youll be well on your way

106
Headline Starters
Headline Starters

• 1. News
• 2. Inflammatory
• 3. How To
• 4. Questions
• 5. Who, Which, What, Why
• 6. Testimonials
• 7. The challenge

• Guarantee
• Comparisons
• The Bold Claim
• Problem/Solution
• Numbers
• The Offer
• Advice
• Warning

107
Headline Starter -1 News

• New FDA-Approved Laser Process Whitens Teeth 6 To
  12 Shades In Just 3 HoursAnd Is Guaranteed For 5
  Years.
• Introducing The 5-Day Pay Raise. Only Sentos
  Intensive Pro-Course Will Get you Trained and
  Ready To Pass Your MCSE Certification Tests In
  Just 5-Days.

108
Headline Starter 2 Inflammatory

• You Have The Ugliest Children... Thats What
  They Will Say If You Choose The Wrong
  Photographer
• Six Excuses Even Smart Investors Use To Explain
  Away Their Losses.

109
Headline Starter 3 How To

• How To Quit Smoking For GoodWithout Will Power,
  Drugs, or CravingsAnd Without Getting Fat.
• How My Ugliest, Stinkiest, Most Obnoxious Sales
  Rep Increased His Commissions By Almost 280 Last
  Year.

110
Headline Starter 4 Questions

• Do You Really Want The Lowest Bidding Temp Agency
  To Provide Employees For Your Million Dollar
  Project?
• Is Your Current Cleaning Company Cutting
  CornersBut Still Charging You Full Price?

111
Headline Starter 5 Who, What, Which, Why

• Six Kinds Of Hair Loss Patterns Which Do You
  Suffer From?
• Who Else Wants To Double Their Advertising
  ResultsWithout Increasing The Expense?

112
Headline Starter 6 Testimonials

• My Losses From Bounced Checks Have Dropped From
  Over 1,000 A Month To An Average Of Just 130.
  Thanks Check Collect!
•  How A Company That Designs, Makes, And Delivers
  Custom Boxes In Less Than 4 Hours Saved My Job.

113
Headline Starter 7 Guarantee

• Custom Boxes On Your Dock In 4 Hours Or
  LessGuaranteed.
• If The Diamond Ring You Buy From Plateau Jewelers
  Doesnt Appraise For At Least 3 Times What You
  Paid For It, Well Immediately Give You A Full
  Refund.

114
Headline Starter 8 Comparisons

• Percentage of CNE Candidates Who Certify Before
  The End Of The Program Us 96, Them 21 (Were
  a Little Bit Higher).
• Our Top 3 Competitors All Failed The 15-Second
  Safe Test. Call Us And Well Send You A Video
  So You Can See For Yourself.

115
Headline Starter 9 The Bold Claim

• Eliminate Temporary Worker Headaches Forever.
• I Have Created What I Consider To Be The Perfect,
  Designer-Friendly ShowroomTake 90 Seconds To See
  If You Agree.
• We Can Reduce Or Eliminate Your Sales Tax Audit
  By Up To 83Even If Youve Already Contested It
  And Won.

116
Headline Starter 10 Problem / Solution

• The 3 Biggest Problems Everyone Has With Their
  Plumber, And How Mr. Burrows Plumbing Overcomes
  Them All.
• Four Foods You Can Eat To Reduce Your Risk For
  Baldness By 95

117
Headline Starter 11 Numbers

• Six Closely Guarded Secrets Of The Diamond
  IndustryRevealed At Last.
• Never Sign A Contract That Contains These 5
  Words
• Only 5 Out Of 573 Multi-Tennant Buildings In The
  Atlanta Area Have Immediate Large-Block Leasing
  Capacity

118
Headline Starter 12 The Offer

• Any Two Pairs Of Eye Glasses For Only
  79.99Includes Eye Exam.
• You Can Fly From Dallas To Austin For 29 Each
  Way Or 49 Each WayWhich Do You Prefer?
• Now You Can Perfect Your Vision With Lasik Laser
  Correction For Only 195Limited To The First 100
  Callers.

119
Credibility Based Industry Model Headlines

• If all else fails CHEAT!
• Write 20 to 50 headlines for every project

120
How To RearticulateHeadlines 6 Steps

• Underline or highlight the Changeable or Live
  Words
• Describe the words
• Who, What, Where, Why, When How Many?
• Templatize the headline
• Fill in template
• Based on the business, situation, hot buttons, etc

121
How To RearticulateHeadlines 6 Steps

• Wordsmith The Headline
• Clarify Is it easy to understand and to the
  point? Shorten, see writing evaluations
• Quantify Be specific
• Power Change live words. Use different
  synonyms. Does it match Hot Buttons in the R.A
  and their rankings?
• Final Rewrite
• Evaluate the headline

122
Sample Headline 22
Doctors Prove Two Out Of Three Women Can Have
More Beautiful Skin In 14 Days
Doctors Prove Two Out Of Three Women Can Have
More Beautiful Skin In 14 Days
123
Headline Template
(Who Industry Type) Prove (How Many Stat or
Quantified ) (Who - Target Market) Can Have
(What - Quantified Results) In (When - Specific
Time Frame)
Lets Rewrite Some Headlines Using This Template
124
Just a Few EffectiveEngage Sub-Headlines

• Dont take our word for it ask your plumber
  these three incriminating questions and see for
  yourself
• Dont take our word for it ask your (Who
  -business) these (How Many - ) (What) and see
  for yourself
• Do this exercise for several businesses

125
Credible Body Copy

• Keep The Prospects Interested By Writing Text
  That Sells

126
Credible BodyCopy Educate

• You have engaged the prospect on an emotional
  level now its time to give information that
  appeals to his logic
• Give the prospect information that will prove the
  claims youve made while interrupting and
  engaging him
• Gives the prospect all the info he needs to feel
  in control of the decision gives him the
  confidence to move forward in the buying process
• Control information is given via body copy in ads
• Limited by amount of space available
• More control information can be given via
  Marketing Tools
• Audio CDs, videos, websites, brochures/reports,
  CD ROMs, etc.

127
The Master Marketing Brief
The Most Important Letter Youll Ever Write
Even If You Never Send It To Anyone.
128
The Master Marketing Brief

• Your written argument for your business
• Contains all of the Customer Value and Hot
  Buttons points
• Your transcribed Industry Interview is your
  Master Marketing Brief 60 or more finished
• Is specific and detailed
• Uses headlines sub-headlines
• Makes an offer and asks for immediate action
• Needs to be written before you write your
  marketing or advertising. This is the basis for
  all of your tactical marketing and advertising

129
Educate Bad

• Does This Ad
• Give the prospect information that will prove the
  claims youve made while interrupting and
  engaging him?
• Gives the prospect all the info he needs to feel
  in control of the decision gives him the
  confidence to move forward in the buying process?

130
Educate Good

• Does This Ad
• Give the prospect information that will prove the
  claims youve made while interrupting and
  engaging him?
• Give the prospect all the info he needs to feel
  in control of the decision gives him the
  confidence to move forward in the buying process?

131
Credibility Based Scripts

• The Objective
• Immediately increase the current sales conversion
  ratio and new sales using current customer
  database
• This not only buys you some time, but gets the
  project in the black fast.
• Becomes the core dialog for all of your
  Marketing, Advertising and Sales Efforts
• Credibility Based Scripts
• Every Script is based on a credibility campaign
  theme
• Theres a script for every Campaign theme
• Fill in the blanks and wordsmith a little
• Implement Train Staff

132
60 Second Elevator Pitch
Benefits What to say when you dont have a lot of
time Use them when you are on a sales call with a
prospect Outlines the Perfect Sales
Presentation Eliminates inconsistencies in sales
presentations Increases conversion ratio Allows
you to groom quality salespeople
133
Receptionists Greetings

• HVAC Sales Increase of 50 In The First 30
  Days
• Have you ever done business with us before?
• We do Something that is very unique, heres what
  I mean
• There are three major problems everyone has when
  doing business with
• Heres what we do to solve those

134
Scripts Lead Sheets
Benefits Use them when you are on a sales call
with a prospect Outlines the Perfect Sales
Presentation Eliminates inconsistencies in sales
presentations Increases conversion ratio Allows
you to groom quality salespeople
135
On-Hold Messages

• Al Banker
• Builds the case
• Supports with specific evidence
• You get this information from your Marketing Brief

136
Advertising Template

• Main Headline
• Interrupt is less than 2 seconds
• Sub-headlines
• Engage the prospect
• Body Copy - Text
• Educate information
• Offer
• Take an action

137
Educate WritingBody Copy Text

• Use your 3-Deep Worksheet Your Marketing Brief
• Take the information and/or text straight from
  these documents
• Use for ads, brochures, websites, sales tools,
  hopper pieces, etc.
• Use pieces of Evidence to support your text

138
Wordsmithing

• Wordsmithing is the difference between good and
  great results
• This is where all the direct marketing guys focus
  their attention (AIDA, for instance)
• Wordsmithing wont make a hill of beans worth of
  difference if ACTIVATORS are wrong
• Thats why we spend so much time developing the
  Hot Buttons before we ever get to the Writers
  Workshop!
• You can get good results with so-so wordsmithing
  the longer you do this the better youll get.

139
Use Plain Talk

• Write like people talk
• You instantly become more relatable
• Forget what you learned in English class
• Fancy words draws attention to your real
  intentto sell something
• Use informal language
• Find specific language from your customer surveys
  and use it
• Dont assume that because your target market is
  educated that they need to be written to on a
  higher, more complicated level. Theyre still
  just people who talk casually to other people.

140
Use Plain Talk
141
Use Simple Language

• Use Short Names
• After youve written American Society for
  Scientific Methods For Squaring The Circle or
  President Adolphus U.K. Popwhiffle, relax and
  call them Circle Squarers and Popwhiffle
• Dont Use Five Dollar Words
• Prefer the familiar word to the far-fetched
• Prefer the concrete word to the abstract
• Prefer the short word to the long one
• Examples

142
Use Simple Language

• Use figures, symbols abbreviations
• In 60 most people over 16 have the I.Q. to tell
  a memo from a phone call.
• Cut out all needless words
• Instead of prior to say before
• Instead of factual information say facts
• Use contractions
• You speak contractions, dont you? Theres no law
  that says you cant write them.
• You speak contractions, do not you? There is no
  law that says you cannot write them.

143
Use Personal References

• Using Personal References
• Names
• Pronouns
• Instead of repeating over and over, The
  Inter-Allied Doodle Manufacturing Company, Inc.
  just say it or they
• Human Interest Words
• Best Word To Use IsYOU Not We!

144
Be Specific Quantify
- The Specificity Challenge -

• Where specifically?
• When specifically?
• Compared to what?
• Give me an example

• What specifically?
• Why specifically?
• How much/many specifically/typically?

The results of Action-Oriented Writing are
immediate, controllable measurable. You will
lower costs, increase results, and find more
qualified prospects and sales.
145
Long Copy vs. Short

• How much information does the prospect need to
  control the buying decision?
• Probably would need more info to buy a computer
  than a stick of gum
• A good, easy-to-read format will allow you to use
  more text
• Use video, audio or report formats to say what
  wont fit into the ad
• Your offer will give them an opportunity to
  request the additional information they need

146
Dont Be Cute
Im not saying charming, witty and warm copy
wont sell. Im just saying that Ive seen
thousands of charming, witty and warm campaigns
that didnt sell. Rosser Reeves
Theres no need to be funny when youre building
an ad campaignjust present your case. What you
consider to be cute or funny, may be offensive or
ridiculous to your reader.
147
Definition Of A Platitude

• A stale, banal or trite remark expressed as if
  original or important
• Most people / ad agencies are platitudinarians
  those given to the use of platitudes

148
Platitude Evaluations

• Heres how to tell if an ad is a platitude.
• Writing Evaluations
• Well I would hope so!
• Who else can say that?
• Well, Whoop-Dee-Do!
• Do you really believe that? Prove it.
• What conclusion do you want me to draw?
• Cross-Out / Write-In Exercise.

149
Writing Evaluations

• Well I would hope so!
• (printing) We help the non-professional print
  buyer understand the various options available.
• (insurance) Well be there for you when you have
  a claim.
• (management training) Our training leads to
  change.
• (auto repair) We fix your car right the first
  time
• (auto repair) Foreign Domestic

150
Writing Evaluations

• Who else can say that?
• (BBQ catering) The flavor and taste of our
  quality meats gives you the best BBQ youve ever
  eaten.
• (you guess) Experienced staff company in
  business for 35 years.
• (chiropractor) Gentle techniques to relieve your
  back pain.
• (computers) Weve got the lowest prices in town.

151
Writing Evaluations

• Well, Whoop-Dee-Do!
• (athletes foot medicine) The most powerful
  advance for athlete's foot has it all.
• (locksmith) Largest key safe selections south
  of the river.
• (credit card) Diners Club voted 1 three years
  in a row.
• (hotel) Over 1.8 billion points awarded thru Q3
  2000.

152
Writing Evaluations

• Do you really believe that? Prove it.
• Puffery In Advertising
• (pizza) Better Ingredients. Better Pizza.
• (car dealer) Largest volume Ford dealer in the
  state of Texas.
• (you guess) Knowledge. Expertise.
  Determination.
• (realtor) Abio Associates is Dallas Choice in
  Relocation.

153
Writing Evaluations

• What conclusion do you want me to draw?
• (cosmetic surgery) Update your website.
• (????) What if you could use rocket science.
• Wait a minute and Ill show you some pathetic
  examples.

154
Writing Evaluations

• Cross-Out / Write-In Exercise
• First, look at your ad
• Cross out your name, write in your competitors
  name
• Is the ad still valid?
• If so, you fail!
• Now, take your competitors ad, cross out their
  name, and write in yours
• Howd you do?!?

155
Writing Resources
156
Writing Evaluation Worksheet

• The BEST writing evaluation tool.
• Use this grading sheet to determine if any
  marketing piece is Credible. Does it
• Interrupt
• Engage
• Educate
• Offer
• Be harder on yourself than the marketplace.

157
Credible Evidence

• Youve Got To Prove What Youre Saying Is True

158
Evidence Builds Credibility

• Articles
• Associations
• Awards
• Books
• Charts Graphs
• Client Lists
• Comparisons
• Earning reports
• Endorsements
• Examples of savings
• Facts Figures

• Performance audits
• Photos of product in use
• Product demos
• Product samples
• Quotes
• Specific details
• Standards lists
• Statistics
• Technical drawings
• Test results
• Testimonials

159
Credible Offer

• Ask The Right Question
• Extend The Right Offer And Theyll Buy

160
Credible Offers

• Every marketing piece should contain a
  risk-lowering offer to encourage the prospect to
  take the next step in the sales process
• Offer should be obvious, easy to understand, and
  easy to see (coupon works well)
• Offer can be for
• More info via marketing tools (gain more control)
• Avoid the talk to a sales person offer
• Bonuses or premiums when ordering
• Special offers for first time users
• Act now or Ask Now
• This offer allows you to capture future buyers in
  addition to NOW buyers. Allows you to control
  your target market

161
Emphasis Not On Body Copy In An Advertisement

• If you get Interrupt, Engage and Offer right
• Educate (body copy) becomes less critical.
• Dont mistake LESS critical for NOT critical
• Now you can capture future buyers as well as NOW
  buyers
• And increase your results by 20 to 100 times
  immediately

162
How To Control A Target Market

• Most ads only appeal to the NOW buyers
• Many future buyers respond to the activator and
  immediately search the ad for ENGAGING
  information
• Theyve been INTERRUPTED theyve been ENGAGED
  but because theres no OFFER, theres no way for
  them to gain CONTROL
• So they dont respond, even though theyre
  interested
• Maybe they come in and buy in the future maybe
  they dont
• Advertisers dollars are vastly
  under-potentialized

163
John Smiths Buying Cycle
Ripe Prospects 1-5

• Why Prospects DONT Buy Right Away?
• Not enough pain with current situation.
• They dont perceive that they have a need.
• They cant distinguish that youre any better.
• Corporate bureaucracy.
• You dont have enough resources (time, staff,
  ) to follow-up with all of the prospects.

164

John Smiths Buying Cycle Know When To Use The
Right Hot Buttons
15 to 40 Future Buyers
1 to 5 Now Buyers
60 to 80 Non-Buyers
HBs
HBs
Hot Buttons
List hot buttons here
List hot buttons here
List hot buttons here
165
Q A Session
166
How To Control A Target Market

• An ad with a good headline and a good offer gives
  the marketer a chance to
• Capture information about many potential future
  buyers
• Increase response of ad by 20 to 100 times
• Follow up with those prospects via a hopper
  system and convert a high percentage over time
• Bottom Line Allows the marketer to control the
  relationship

167
Credible Offers

• Use a format based on what the prospect wants, is
  used to, or likes dealing with
• (What would a typical prospect need to see or
  hear in order to feel like they had enough
  information to make the best decision?)
• What types of evidence do you have to support
  your claim?

168
Offer Bad

• Does This Ad
• Contain a risk-lowering offer to encourage the
  prospect to take the next step in the sales
  process?
• Have an obvious, easy to understand, and easy to
  see offer (coupon works well)?

169
Credible Offer

• Does This Ad
• Contain a risk-lowering offer to encourage the
  prospect to take the next step in the sales
  process?
• Have an obvious, easy to understand, and easy to
  see offer (coupon works well)?

170
Use Handles

• Assigns a tangible handle to an intangible idea
• Can be used for PROCESSES PROGRAMS
• Lost Revenue Recovery Worksheet
• Code of Ethics Competency
• No-Questions, No-Hoops Replacement Policy
• No-Fault Guarantee

171
Use Handles

• Handles can also be used for
• OFFERS SALES TOOLS
• XYZ Information Kit
• Worlds Easiest Custom Stamp Order Form
• Upscale Pool Industry Report
• Seminar Preview Package
• Lost Revenue Recovery Worksheet
• Can be headline-oriented
• Investment Strategies Which ones actually work,
  and which ones are guaranteed to devastate your
  savings, drain your savings, and squash your
  quest for financial independence

172
Sample Handles
173
Credible Tactical Strategy

• Use The Right Media And The Right Collateral
  Material

174
Credible Tactical

• Make sure that the media and the sales tools you
  use are in alignment with what your customer has
  determined is Credible
• Is it something that they are used to seeing?
• used to doing?
• convenient?
• formatted in