There is a certain humor to watching a novice do their own advertising, marketing and sales. The first idea that usually crosses their mind is “What would make Me buy my own service or product?”
Once they answer that question, logically, they test it on friends, family and acquaintances to see if it works.
Friend’s, family, and the secretary or whoever, will generally look for visual clues in you, deliver the answer that they “think” you want to hear. It’s something positive, something pleasing and something nice, usually. If the novice receives enough logical agreement and applause from the group, Va Voom, they have an ad!
Now this makes perfectly logical sense.
Generally, “Thinkers” think that some sort of sale or deal would woo customers into purchasing. What they don’t understand it that:
“That’s how they think. Not everyone thinks that way.”
The client and customer knows they are being tricked with a sale price. The trick works on 11-15% of them, 100% of the time. “Thinkers” are the type to actually look for deals. The rest of the market doesn’t have impulses set in that direction.
They run the ad, get a Return On Investment (ROI) plus 11-15% and have glorified themselves into having a handle on Advertising. When or if the ad fails, they quickly blame the medium.
When they try to run a $3,000 ad in New York Magazine and it doesn’t work, they blame the magazine. Many have tried Google Ad Words and Facebook ads with a few bucks, just to see. When they didn’t get their ROI, they blame Google or Facebook.
Conclusion: They tried the ad. It didn’t work as planned. They blamed the medium.
So what’s the problem?
Show me the solution.
First, there are two categories: a LOW Resource group and HIGH Resource group. All of you on the Neurochemical list are among the HIGH Resource group.
Second, any good marketer knows that “deal seekers” represent only 11-15% of the overall, HIGH Resource market.
Third, 90% of all purchasing decisions are emotional and subconscious.*
*This second point is scientific fact according to 75-100 years of advertising research.
See: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising.
Here’s a great example of a good ad. It just showed up in the New York Subway:
These ads hit the both the conscious and the subconscious.
The DECORATION Approach
So when the novice comes up with an ad and they see it generate their Return On Investment (ROI) and maybe 10-20% more. They are exactly correct in their numerical approach.
So what of the other 80-90%? That’s where the subconscious and emotional sale is.
If you read and follow most Marketing and Sales books, they will tell you that if you get a 5-12% return, you are doing well. Bullocks.
If 10-20% on the dollar is good enough for you, so be it. For me, this is an utterly dismal number. 10-20¢ on a dollar might buy a piece of gum at the deli.
My client’s want more per ad. They have every right to expect this too. Most good advertising agencies get the same result and shoot for a minimum of 40-60% ROI. With 40-60¢ on the dollar, at least you can buy a bag of chips.
The Neurochemical system does a 200-300% ROI (minimum). You can read a few “real-life” case studies here.
You may do your own hair to save money. You may do your own surgical procedure to save money. Good surgeons and hairstylists often won’t perform their own services on themselves. Well, maybe some do but, the smart ones don’t.
Advertising is NOT gambling. It is an art and science, like business. You should receive expected and measurable results. If not, there’s something wrong.
The ATTRACTION Approach
ATTRACTION is drawing them IN. There are dozens of ways to do this Neurochemically and there are specific ways that this happens.
Here’s 3 Steps:
- NEVER qualify yourself or your company. It’s an attraction killer.
- NEVER Offer a Sale or Deal unless the client or customer Qualifies themselves.
- Be as FRIENDLY and LIKABLE as possible.
Each of our emotions carries with it an undercurrent and parallel emotion. It also has a polar opposite emotion which automatically activates when overloaded or charged. It’s Neurochemical.
The thing that ATTRACTS people to the story of Hamlet year after year is murder, struggle, strife and honor, purpose and mystery. Your life somehow improves because you are able to follow the story and understand most of the antiquated English language. Somehow you leave the play are a better person.
“So, how do I ATTRACT more customers/clients?”
The simplest answer is: Research.
- Find out what they want.
- Find out what they’ll pay.
- Use language that they’ll get.
- Use images that they like.
We use the word they a great deal in the 4 points above for good reason.
It’s a great place to start. You’ll be hitting your existing target.
Then, E-mail them:
1. What they already want.
2. Charge them what they’ve already paid.
3. Write it in language that they get.
4. Use images that they already like.
There are a 1000 other things you can do.
You have to call us to git ’em.
(718) 578-6613 or E-mail: BinkNyc@gmail.com
Neurochemical Publicity in the Aquarian Age.