Advertising is a punch to the gut

By cabinboy | Uncategorized

Feb 03
[vc_row][vc_column width=”1/1″][ish_image image=”5783″ size=”large” align=”center” tooltip_color=”color1″ tooltip_text_color=”color3″][vc_column_text tooltip_color=”color1″ tooltip_text_color=”color3″]You don’t want to take care of your aging parents. You’re going to anyway because you love them. But you don’t want to. You’d rather they just go back to being mom and dad. And you feel guilty about that. But that’s okay because ________.

Never fart near a jar of mustard. Hot dogs are in the room and they’re already spiteful you’re eating them inside. Wait… are you seriously letting previously-frozen wieners tell you what to do? As loopy as it sounds, we let previously-honest wieners in the car business overstep their boundaries all the time. We fix that by ________.

Nobody wants what you’re selling at this very minute.

That’s a lie. But still, only a small percentage do. And that’s where your job gets tricky. You have to make people want you before they need you. So when it’s time for them to buy what you’re selling, their preference for you is involuntary and automatic. Wanna know how?

There are three types of memory.

Working memory. It’s hot. It’s cold. This smells funny. It’s time to do the dishes. Working memory is the thought you’re thinking right now. It’s short-term and electric. Sleep erases working memory.

Declarative memory. The intermediate level of memory. You remember something but you can’t recall the context of it. Or maybe you can remember something about the setting in which the memory was learned.

Procedural memory. The third and deepest level of memory. Conditioned reflexes like stomping the brakes. Skills like playing the guitar or throwing a football. Emotional associations with specific symbols. It’s long-term and chemical. It’s involuntary and automatic.

Most advertising lives and dies in working memory. You see or hear it and forget it immediately.

Good advertising gets invited into declarative memory. You’ll remember it but only parts of it or when you see or hear it again.

Great advertising penetrates procedural memory. It isn’t erased by sleep. Other things remind you of it.

Great advertising alone won’t ensure your position in procedural memory, though. Reinforcement relies on repetition. Like tying your shoes. You don’t think about it anymore. It’s automatic. But initially it took some practice. Same thing here.

Still, even experienced ad writers struggle to make their work take the leap from declarative memory to procedural memory.

What if accomplishing this wasn’t completely arbitrary?

What if there was a science to it?

There is. Punch them in the gut. In any way you see fit. Just make them feelsomething.

Adrenalyne is what connects declarative memory to procedural memory. It’s the biochemical conduit.

Recall your most vivid memories. Chances are they involve a strong emotion in some direction. Joy, fear, anger, sorrow, humor, embarrassment, surprise. Your memory of these moments isn’t clouded with confusion. You remember exactly where you where, what happened and how you felt. They’re permanently carved in your procedural memory where no amount of sleep or indifference can erase them.

Do your ads merely educate and inform?

Wonder no more why your advertising isn’t quite meeting your expectations.

Tell someone they don’t want to take care of their aging parents. Tell them not to fart near a mustard jar. Tell them anything they’re not prepared to hear.

Ride the adrenaline train. Punch them in the gut. Or someone else will.[/vc_column_text][/vc_column][/vc_row]

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