HOW TO SAY IT

HOW TO SAY IT

2

GROWTH

Know Your Business

Brand Architecture Branding

Positioning

Know Your Consumers

Profiling Segmentation

InsightsPricing

Know Your Market

CompetitiveEnvironment

Binary AnalysisPredatory Thinking

Whats the Big Idea?

Launch or NPDInnovation

Communications

How to Say It

Advertising IdeaTone & Messaging

When and Where to Say It

Media StrategyConnection IdeaChannel Planning

AC

TIO

NS

from

I

NS

IGH

TS

HOW TO SAY IT

HOW TO SAY IT

Its never whats said that matters, its whats communicated that matters.

The first thing to be clear about is always: what do you want to say? This is helped by the Know Your Business, Know Your Market and Know Your Consumers sections, however, like David Ogilvy says: Youll never bore your customers into buying your product.

Its now time for the magic of advertising to do its thing to get your attention, and keep it, while were gently walking you down the aisle of converting you from a prospect to a satisfied customer.

In this section well be reviewing the gentle art of persuasion: how to cut through, be remembered and be loved for what youre selling.

The creative creation process is a delicate thing. Creative people birth ideas and, like any parent, they dont want to be told theyve got an ugly child.

In the following pages the balance between art and selling (and the art of selling) will be unveiled as we take our message to market and set about inspiring the masses.

How to Say It

People dont read ads. They read what interests them, and sometimes that happens to be an ad.

Ogilvy

The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.

Donald Galne, Neurologist

HOW TO SAY IT

HOW TO SAY IT

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Cialdinis Tools of Influence

When looking at how persuasive our messages are, its interesting to look at the source of the persuasion. Cialdini has a famous model (right) that outlines why we find things persuasive and what affects communications ability to do this.

Commitment/Consistency

Social Proof

Reciprocation

Liking

Scarcity

Authority

The Value Trade

Influence: The Psychology of Persuasion, Robert Cialdini 2007

ADVERTISING

HOW TO SAY IT

ADVERTISING

8

Uses of Advertising

Communicate to any and all market segments

Generate critical mass of reach and frequency quickly

Control what you say, how you say it, and where you say it

Deliver messages efficiently

Achieve a variety of marketing objectives

Leverage the power and authority of customer selected media

Overcome disinterest by converting avoidance to attention

Generate buzz

Build the value of brands over time

HOW TO SAY IT

ADVERTISING

9

Advertising: Broad Definitions

ATL = Above-the-line

Media broadcast and published to mass audiences e.g. TV/cinema/radio/press/outdoor

BTL = Below-the-line

Media that is more niche focused and traditionally more directe.g. Direct marketing/promotions/sponsorship/point-of-sale

TTL = Through-the-line

A combination of the ATL and BTL one-stop shops!

New Media

Digital/experiential marketing

Of course, these definitions dont completely cover all that advertising is.

Theres alsoBrand consultancy/Media buying/Media planning/Merchandising/Strategic consultancy/Market research etc. etc. etc!

HOW TO SAY IT

ADVERTISING

10

The Advertising Cycle

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

Step 8

Step 9Strategic Planning

andRecommendations

Creative Development and

Approvals

Productionand

Deliverables

Strategic Planning and RecommendationsStep 1. Understand marketStep 2. Identify the business issueStep 3. Identify the comms challenge

Creative Development and ApprovalsStep 4. Client and creative briefingStep 5. Concept developmentStep 6. Creative approvals

Production and DeliverablesStep 7. ProductionStep 8. DispatchStep 9. Campaign tracking and results

HOW TO SAY IT

ADVERTISING

11

The Advertising Cycle cont...

Whilst it may seem really simple, there is an important distinction in what we want people to recall and say about us versus the message we tell them.

For example:If we want them to think we understand them, we dont say we understand you, we show them we understand by demonstrating an insight relevant to them. If we want them to think were entertaining, we dont say were entertaining, we show them something they will find entertaining.

Whats seen

Message created Media as a conduit Message seen Customer Perception Message recalled

What consumers make it mean

NEUROMARKETING

Takes 0.35 seconds to reach the batter.

But, it takes 0.25 seconds for muscles to initiate a swing...

and, being generous... it takes 0.05 seconds for the best human to comprehend visual stimuli under perfect conditions...

That same perfect human, under perfect conditions, will take another 0.20 seconds to respond to sensory stimulus...

Thats...

0.35s vs. 0.50sSo how do batters hit the ball?!

The typical Major League Baseball pitch...

HOW TO SAY IT

NEUROMARKETING

Decision Making

Rational/Analytical Emotional/Creative

Traditionally, the brain is viewed as a dichotomy there are only two sides and they both deal with different aspects of decision making. On the right, we have the creative, or emotional, part and on the left we have the rational, or analytical, part. We are used to viewing these as chalk and cheese and accepting that the two together are what create decisions.

Plato described it as a carriage being drawn by two horses one powerful but unruly, the other easy to control.

The traditional model of decision making

Decision/Behaviour

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The answer is simple he starts collecting information about the pitch before the ball leaves the players hand...

How is he holding the ball? How is the field positioned? What cues did he give to the catcher? What is the wind like? What is the expression on the pitchers face? How far back does the pitcher lean? How he holds his glove? Which muscles tense, when and how much?

Is the wrist torqued, suggesting a curve ball? Is the elbow fixed at right angles, meaning a fast ball? Having two fingers on the seam might mean a slider. There is not enough time to compute all this data plus trajectory, wind speed, temperature or body movements before, or even after, the pitch.

This computation takes place in the subconscious where more data is processed at speeds 100 times faster than the conscious mind can perform and, importantly, where patterns in circumstances are identified and stored to prompt lightning fast expectations these stored patterns are called Somatic Markers. A similar study showed that the best cricket players could predict the speed and position of a ball from a one second clip of the bowlers wind-up.

Major League Baseball Pitch cont...

HOW TO SAY IT

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The New Model for Decision Making

Rational/Analytical Emotional/Creative

Somatic Markers (from your

subconscious)

So now we understand that the decision making process isnt quite as simple as two sides of the brain. What is actually happening is that emotions are linked to Somatic Markers, or predictions, of highly flexible brain cells, which are constantly adjusting these predictions to reflect reality.

So when you make a decision that you cant explain, such as wearing a particular colour just because you feel like it, what you are actually doing is tapping into this hidden store of somatic markers.

So what does all this mean? Well, our emotions are actually deeply empirical. So when we feel a certain way, there actually is a reason its the sum of past experiences and understandings of circumstances.

Decision/Behaviour

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Why do we need Somatic Markers?

Rational/Analytical Emotional/Creative

Limited bandwidth of the rational

mind

Well, your rational mind, being rational, takes a long time to process data and come to a logical conclusion. Imagine if you had to spend a long time on every single decision made in a day, youd never get anything done! What these somatic markers do is shortcut the decision making process so that you dont have to consciously analyse every single situation and possible outcome.

Shortcuts to decisions

HOW TO SAY IT

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High importance

Business

Time

Quantitative info

Urgent

Emotive

Unknown

Been done

Circumstances can dictate when one faculty is used over another.

Of course this doesnt mean that all our decisions are made by these somatic markers each side of the brain still has its role to play!

When is One Faculty used over the Other?

Rational/Analytical Emotional/Creative

HOW TO SAY IT

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How does this Sell Things?

How interesting, right?! But what the hell does this have to do with selling anything?!

Well, these decision making shortcuts dont just happen in high stakes, high pressure situations. It turns out we are highly likely to rely on these shortcuts for low purchase decisions that dont warrant the attention of the rational mind essentially, we are all being lazy!

In terms of marketing, think of this: 90% of purchase decisions are made unconsciously, with milk being the perfect example you dont go to buy milk from the store and spend ages poring over which milk to buy. You walk in and grab what you drink, be it full fat, skim, soy or whatever else we rely almost exclusively on our emotional mind to make this decision.

So this means that if you can grab brain share and make a habit out of purchasing your product then youll enjoy repeat purchase as people now instinctively go for your brand.

HOW TO SAY IT

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1 2 3 4 5

Classic Media Theory

First touch Second touch Third touch Fourth touch Fifth touch

Great, create brain share...how do I do that?

Classic media theory states that if you touch someone more times (frequency) you will be more persuasive...

Persuasiveness

...and that if you vary your media you access more people (reach), and a few people again with a different media (frequency/persuasiveness)

Modern NeuroMedia Theory proves the combined engagement of senses does increase persuasiveness, but more importantly...

PR

Direct Marketing

TV Outdoor

Consumer

Point of Sale

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NeuroMedia Theory

...it proves the combined engagement simultaneously of senses increases persuasiveness... What this means is that by using more media you can plant yourself within your customers brains, creating brain share, negating somatic markers and forcing rational reappraisal. So when they walk in that store, your product is the one they pick up by default.

Sound

Sight Smell

Consumer

Talk to fewer people, with higher engagement Touch Taste

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Example: Share of Mind Case Study

Space in the mind is limited, particularly in the rational mind. The below shows brain retention of particular brands before, during and after viewing them on American Idol.

Other

Shown Pre-American Idol/StimulationBefore the show there was equal share in the mind for the below brands

Degree of IntegrationDuring the show, through constant exposure, the share of mind for Coke increased

Other

Brain Stimulation after watching American IdolAfter the show, the result was that Coke permanently took up a higher share of brain than before, at the expense of other brands

HOW TO SAY IT

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A Couple of Examples

Martin Lindstroms studies found that brain activity scans showed a high correlation between holistic brands and symbols of religious faith.

Apple is a brand who has tapped into these somatic markers so effectively that their purchase is akin to blind faith.

high correlation

between holistic

brands and symbols of

religious faith

Religious faith

Holistic brands

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A Couple of Examples cont...

So how do you become a religious brand? Lindstroms Elements of Religious Faith and Holistic Brands show that there are certain things you need to provide in order for your customers to deeply identify with you.

Higher Order

Lower Order

Rituals

Mystery

Symbols

Evangelism

Grandeur

Storytelling

Sensory Appeal

Power From Enemies

Clear Vision

Sense of Belonging

DIRECT RESPONSE

HOW TO SAY IT

DIRECT RESPONSE

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Styles of Direct

Response Marketing

We noticed your

behaviour

You told us you wanted

this

This month we are selling

12

3R

elev

ancy

Receptivity

1

2

3

Informing

Recommending

Selling

HOW TO SAY IT

DIRECT RESPONSE

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Direct Response

Direct response is very different from many of the ads you see in magazines and on TV. Its purpose is not to create a branding image, its to do one thing and to do it well get a response. And not just get a response, but get your target audience to respond by taking the action you want them to take, quickly and eagerly. You can use the BURPIES checklist as a guide to direct you towards receiving a great response... Does it fulfil the below promises?

B

U

R

P

I

E

S

Big Promise

Use Imagination

Rarity

Points (bullets), curiosity building

Irresistible Offer ($ Price here)

Evidence - case study, testimonials, guarantees

Sale - ask for the order

According to the Direct Marketing Association

(DMA) 43% of consumers prefer to respond to an advertisement online.

copywritingspecialists.com & purlmarketing.blogspot.com

HOW TO SAY IT

DIRECT RESPONSE

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Direct Response Implementation

Discovery and Analysis

Evaluate Enhancement

Implement Data Management

Development of effective data strategies

Define segmentation strategy Develop communications Execute

How do we maintain the quality of our data?

What data gaps existsand how do we fill these?

ROI Understand Appraise Rank

What data is available and what can we learn from it?

HOW TO SAY IT

DIRECT RESPONSE

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The BOSCH Formula

B

O

S

C

H

Be inquisitive - ask open questions

Offer solutions - talk about the end-result benefits for the customer

Stimulate the senses - let the customer test your product

Cross-sell - think of all the necessary accessories

Hit the closing point - sell when the customer is ready to buy

Brett McFall

HOW TO SAY IT

DIRECT RESPONSE

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The 5 Step (POWER) Copywriting Process

P

O

W

E

R

Prepare:Start with good information about your product/service.

Organise: Organise the essential points

e.g. description, purpose, price, features, benefits, guarantees, offer, deadline etc.

Write:Create your headline and subheads by reviewing your prime benefit, offer, deadline, price, description and guarantee. Expand on each subhead to create body copy, explaining each benefit, listing features, etc. End with a call to action, reviewing the method of ordering, price, deadline and guarantee.

Edit:Refine to a clean, crisp, concise message. Review every word. Does every word add to the message? Does the headline grab attention? Have I made it clear what I want the reader to do?

Review:Put your copy aside for a few days and read it later. Show a few people. If they do not understand it at a glance it isnt going to work. Clarify the offer if necessary. List any negatives.

Brett McFall

SINGLE-MINDEDNESSIf you throw 6 balls at somebody theyll likely drop all or at best catch

one, and it probably wont be the one you wanted them to catch!

Successful advertising is one ball, one catch!

HOW TO SAY IT

SINGLE-MINDEDNESS

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Defining Great

Communication

Great communication is very simple

Shows an insightinto our humanity

Has an idea thatinvolves people

It focuses on only one thing Having a single-minded idea makes it

easier for people to get it

It understands us It strikes a nerve It stays with us

On both a rational and emotional level Capable of effecting a change in both

peoples thoughts and behaviour

HOW TO SAY IT

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Essence of Communication

The agency creative brief should demonstrate a clear understanding of your brief and contain:

the insight that will allow communication to differentiate your brand with your target audience

the evidence that underpins the insight the SMP target audience demographics and psychographics mandatories key dates to enable the campaign to be delivered on time

Single-Minded Proposition:The most important thing we can tell the target market

You know..

.

the elevato

r

test!

HOW TO SAY IT

SINGLE-MINDEDNESS

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Ideasvs.

Information

The Power of an Idea

Einstein described his Theory of Relativity in the following way:that the laws of nature are the same for all observers in unaccelerated motion and that the speed of light is independent of the motion of its source, so that the time interval between two events was longer for an observer in whose frame of reference the events occur in different places than for the observer for who they occur at the same place.

He also described relativity in another way: If you talk to a beautiful woman for an hour, it will seem like a minute but if you had to sit on a hot stove for a minute, it will seem like an hour. That, said Einstein, is the theory of relativity!

HOW TO SAY IT

SINGLE-MINDEDNESS

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What makes a Great Idea?

The essence of a really good idea is about identifying your unique selling point and then delivering your message in an original and clever way.

Here are a few examples of great ideas in advertising!Any great idea

will do!

HOW TO SAY IT

SINGLE-MINDEDNESS

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Example: Papa Johns Pizza

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SINGLE-MINDEDNESS

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Example: Copenhagen Zoo

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SINGLE-MINDEDNESS

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Example: Belgium Cancer Foundation

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SINGLE-MINDEDNESS

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Example: Australian Red Cross

HOW TO SAY IT

SINGLE-MINDEDNESS

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Example: BBC World

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SINGLE-MINDEDNESS

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Example: Seeing Eye Dogs Australia

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SINGLE-MINDEDNESS

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Example: Global Coalition for Peace

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SINGLE-MINDEDNESS

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Example: Panasonic

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SINGLE-MINDEDNESS

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Example: Summerville

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SINGLE-MINDEDNESS

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Example: Karate Bushido

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SINGLE-MINDEDNESS

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Example: Heinz

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SINGLE-MINDEDNESS

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Example: Jobs in Town

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SINGLE-MINDEDNESS

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Example: Colgate

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SINGLE-MINDEDNESS

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Example: Yoga Center

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SINGLE-MINDEDNESS

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Keeping it Simple

When asked what single event was most helpful to him in developing the theory of relativity, Albert Einstein is reported to have answered: Figuring out how to think about the problem.

You have to simplify not complicate.

Information degrades into noise, redundancy, and banality.

More does not solve the problem.

Cherish what is simple.

If you are trying to communicate a large number of things, simplify it to something that people can understand in their minds.

ASSESSING ADS

I like and I dont like really doesnt help marketing departments and advertising agencies make great work together. it works or it doesnt work

because A,B,C is a better conversation heres how...

HOW TO SAY IT

ASSESSING ADS

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Assessing Communication

1. ImpactNothing happens without impact. Studies show the consumer reacts to advertising as folows:

86% of advertising is ignored7% is remembered7% is remembered favourably.

The really scary number is the first one, 86% of advertising is ignored.The most important part of any advertising (by a factor of 17 to 3) is to stand out, to separate itself from its environment. Without this, nothing happens

2. CommunicationThis isnt art, this is propaganda.It doesnt matter what we think we said. What matters is what the consumer thinks we said.

So: Subjectivity bad Objectivity goodImplicit bad Explicit good

3. PersuasionAdvertising is a zero sum game.There is a finite amount of consumer spending available. No new money will appear.If you want some of it you need to divert it from somewhere else. You need to let the consumer know what they are expected to buy your product instead of.This is where predatory thinking comes in and, in creative briefing, the binary brief.

Impact is the delivery system that makes sure the warhead gets to its target.

Communication is the firing device that makes sure it goes off.

Persuasion is the warhead.

But, without the first two (the Advertising parts) the warhead (the Marketing part), stays where it is and becomes part of the 86%.

Dave Trott

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ASSESSING ADS

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AIDA(S)

A

I

D

A

S

Attention:Attract the attention of the customer.

Interest: Raise interest by demonstrating features and benefits.

Desire:Convince them that it will satisfy their needs.

Action:Lead customers towards taking action and/or purchasing.

Satisfaction:So they become a repeat customer and refer.

TOOLS FOR DRIVING GREAT ADVERTISING

HOW TO SAY IT

TOOLS TO DRIVE ADVERTISING

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The 3 Part Brief

Opportunity

1

2

3

Message

Reason to Believe

What is the opportunity or problem? Why are you advertising? Take the consumers point of view, i.e. not sales are down, but rather consumers are choosing a cheaper alternative.

What do we want people to do as a result of the advertising?

Who are we talking to? A rich description of the target group, their beliefs, and feelings about the category, personality and lifestyle dimensions. More than demographic information, although that is important.

What is the key thing that we want to say in the advertising? State succinctly the single thing we want to communicate.

What information or attribute might help cause a response? It could be a key product attribute, a key user need which the brand fulfils etc. Avoid a laundry list approach.

What is the key response that we want from the advertising? State succinctly the single thing we want people to feel or notice or believe as a result of the advertising.

HOW TO SAY IT

TOOLS TO DRIVE ADVERTISING

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The 9 Questions

1. What am I offering?

2. Who am I and what are my credentials?

3. What problem does my offer solve?

4. Why is it worth trying or buying?

5. Who is my target audience?

6. Who are my competitors and how am I different from them?

7. What resistance or objections will people have to this?

8. What is the purpose of my pitch?

9. When, where and how do I want people to take action?

HOW TO SAY IT

TOOLS TO DRIVE ADVERTISING

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Testimonials

The testimonial:A trifecta of vanity, jealousy, and fear of being left out.

The bandwagon:Polls and panels always make good authority figures to create a bandwagon.

Example:Honda Accord: In the eight years Car & Driver magazine has presented its Ten Best list, only one car has been chosen every time.

Crest toothpaste: Four out of five dentists surveyed, recommend Crest

HOW TO SAY IT

TOOLS TO DRIVE ADVERTISING

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Power of Testimonials

A good testimonial really is worth gold. A testimonial can get your prospect excited about buying (which is something they want to do anyway) and it also reduces their anxieties about buying from you because they can read (or hear) about the success you've had with someone like them, through a testimonial.

The formula:

I am like you.

I had a problem like you and wanted to achieve the same benefits that you do.

Like you, I was concerned about what I should do, wondering if anyone could really help.

Well, now I know. (Your product or service) provided (the benefit I desired). Just like it will do for you.

The End

Congratulations on completing Book 5: How to Say It

The final book in the Brand Box series is Book 6: When and Where to Say It

Contact us to get yourself a copy stepchangemarketing.com | +61 2 8028 6405 | info@stepchangemarketing.com

The Brand Box series