Friday, December 11, 2015

How a Dog Helped De Beers to Sell More Diamonds

dog and de Beers

Did you know that a dog invented branding?

Tis true.

It wasn’t devised by an ancient sect of theologians, psychologists and savvy Greek business owners of luxury spas.

Branding was invented by a dog.

Allow me to explain…

If you’ve read Influence – The Psychology of Persuasion (and if not, add it to your list to Santa), you may know this story already.

In 1904 Ivan Pavlov won a Nobel Prize.

Not for finding a cure to indigestion or for negotiating a peace settlement to end the Chile-Bolivian war, but for discovering that you could get a dog to salivate by rubbing meat paste on its nose and ringing a bell.

What Pavlov discovered was that it’s possible to implant an associative memory into the brain (a bit like Inception, I guess) that can be triggered with a recall cue.

In the dog’s case, the memory was the smell of meat paste linked to the bell, and the memory became so hardwired that just ringing the bell was enough to get the dog to salivate.

What’s this got to do with branding?

It turns out, people are as susceptible to mental cues as dogs.

It’s how advertising is supposed to work – bombard your audience with enough noise and messages and they’ll subconsciously reach for your brand on the supermarket shelf.

But mentally bullying your audience into submission, like it’s a war of attrition, isn’t the best way of selling.

Branding is at it’s most effective when the implanted memory is ‘salient’. This is a neurological term for important or relevant. When the message is salient you don’t have to repeat it so many times for it to be embedded into their chemical long-term memory (rather than short-term electric memory).

So how can you create a salient memory?

There are three keys:

Consistency – Focus on one core message.
Frequency – Contact prospects multiple times with your core message.
Anchoring – Implant a recall cue that triggers the memory of your message.

De Beers doesn’t sell diamonds

I can imagine you were nodding in sage agreement with the first two and then the mental brakes came on when you reached the third, correct?

So now you’re wondering why I’ve opened another question loop and how do you anchor a memory?’

The answer, dear Crucible reader, is to give the dog what it wants.

Pavlov’s dog salivated because it loved the smell of meat paste. You need to do the same with your audience.

Don’t sell them the drill, sell them the hole.

To give you a less rolled out example, De Beers doesn’t sell diamonds.

People could care less about the cut, clarity and Karat weight. They care about the reaction they get from giving them to the person they love.

Give your customers what they want

Do the same in your copy – offer the customer what they want.

Don’t write about ‘exceeding expectations’, ‘blue sky thinking’ or about your widget’s speed settings.

Talk about what they care about – their motivations, problems and dreams – to implant a salient memory.

Then when they actually need your client’s product or service, it will be their brand that pops to the forefront of their thinking.

It may have seemed an odd choice, but awarding Mr Pavlov a Nobel Prize is something us copywriters have a lot to be thankful for.

Disclaimer – I’d love for you to believe that I wrote this post off the top of my head, but all the information came from Dan Lok’s ‘Advertising Titans Volume 1’. As the name suggests, it’s packed with interviews with some of the biggest names in direct response copywriting, such as Joe ‘BluBlocker’ Sugarman and Bob ‘B2B’ Bly. So if, like me, you’re looking to up your direct response game next year why not buy it on Kindle, and save Santa the back strain.



from The Copywriter's Crucible – A Melting Pot of Punchy, Persuasive Copywriting by Freelance Copywriter Matt Ambrose http://ift.tt/1jSpvB7
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Wednesday, December 2, 2015

The 5 Step ‘Sideways Sales Letter’ Method

5 step sales letter

Yesterday when I was working from a coffee shop when I overheard a conversation between a marketing consultant and a client.

Let me tell you, it was painful listening.

The consultant was trying to convince a rightly cynical client that social media was the ‘new way’ of marketing. That nobody read emails or visited corporate websites anymore and the client needed a flow of Facebook updates, Tweets and hashtags to shift his wares. I think the consultant may even have called it ‘content marketing’.

After spitting coffee all over my laptop, I was forced to change seats. Partly because my battery was running low and I needed a wall socket. But mainly because I knew I wouldn’t be able to sit in silence much longer without sharing some poignant facts:

I could go on, but you get the idea.

Never build your farm on rented land

As I’ve mentioned multiple times at the Crucible: ‘never build your farm on rented land’. In other words, building up Fans and followers puts you at the mercy of whatever changes the owner of that platform wants to make.

When Facebook tweaked their algorithm to limit the number of times people viewed ‘promotional’ posts it made a lot of social media marketers look sheepish. And best not to mention Google+ around anyone who does marketing for Starbucks.

With, an email list you keep control over how and when you can contact subscribers for as long as they stay subscribed, enabling you to keeping selling and promoting your services whatever disruption happens in the social media world.

So we’re agreed: a large social media following is nice to have, and it can be effective when numbers run into the tens of thousands (on Twitter, anyway). But it’s dirt poor engagement rate make it a questionable sales channel compared to email’s massive (and quantifiable) ROI.

Using Email as a Sideways Sales Letter

Now, I’m not just writing to you to vent. I also wanted to share a strategy for maximizing your email marketing success. After all, it’s easy to quote studies and stats on email, but the best way to guarantee success is to have a clear strategy.

Clients often ask me to write just one email, but I always tell them that five is better. Not to inflate my fee (you cynical types), but because any salesman worth his salt will tell you that the majority of sales come after the fifth contact.

So you should also structure campaigns so that prospects are contacted multiple times, whether it’s by email, letter, postcard or biting the bullet and using for phone for something other than Whatsapp (or is it Telegram, these days?) and Words with Friends.

Anyway, let’s say we’re focusing on email and we’ve built a list after running a lead generation campaign with a lead magnet. So we’ve given away something valuable to get people registered but haven’t done anything yet to sell to them.

A smart approach would be to structure your emails so they follow the awareness scale, and take people from clueless about what you do to interested then convinced then whipping out their credit card before your stocks run dry. Jeff Walker coined this as using email like a ‘sideways sales letter’.

You could structure your emails like this:

Email 1 – Unaware – Introduce yourself, tell them what you do and what’s coming up in future emails (a.k.a. an ‘onboarding’ email).

Email 2 – Problem Aware – Rub salt in their wound by addressing the problem discussed in your lead magnet. Remind them how this problem is holding them back from the good life.

Email 3 – Solution Aware – Discuss their options for solving their problem. More importantly, mention why the existing solutions aren’t working and they need something better.

Email 4 – Product Aware – Introduce your product or service as the optimum solution that can answer all their worries and their fears. The future looks brighter with it in their life.

Email 5 – Most Aware – Make an offer. Remind them of the problems they face if they do nothing and what they have to look forward to if they decide to buy (the crossroads method).

Following this email structure enables you to deliver a long sales pitch in delicious fun size portions that are easier for today’s attention shy consumer to digest and respond to.

So if you ever find yourself within earshot of a social media consultant, consider politely tapping them on the shoulder and showing them this post. Hopefully, it may persuade them that they need a copywriter and digital sales warhorse, like yourself, sat alongside them the next time they pitch.



from The Copywriter's Crucible - A Melting Pot of Punchy, Persuasive Copywriting by Freelance Copywriter Matt Ambrose http://ift.tt/1NnCZfE
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