Browse all resources
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Advertising
Do You Know How To Buy Word-of-Mouth?
If you've been in business for a long time, you've probably heard, "word of mouth advertising." You may not know that by word of mouth, I mean one of the most powerful marketing techniques in your quiver. Think about it – what do you do when you are considering a major purchase? You likely talk to your friends and family about it. That's word-of-mouth advertising. And it's completely free. There are lots of ways to generate word-of-mouth advertising. The best way is to create a product or service that people love and give them a reason to talk about it. For example, you're an HVAC and Plumbing company. You could offer a free water heater drain and flush with every A/C tune-up. It would give your customers a reason to talk about how your company goes above and beyond. When you do something worth talking about, you generate word-of-mouth advertising. Here are some other ideas:
- Sponsor a local little league team.
- Give away symbols of your business like a flashlight or your stuffed mascot.
- Provide lagniappe.
- Give away a free system to a family in need.
- Offer your Club Membership at 50% off for senior and soldiers.
These things will help you generate word-of-mouth advertising and get people talking about your company. So get out there and start spreading the word.
A Powerful Statement
"I'm not talking about making a grand and sweeping claim, such as, 'Lowest prices anywhere. We won't be undersold.' No one believes hype anymore. I'm talking about a statement that is bona fide, has no loopholes, and is easy to experience. And it only takes one such statement to put a business over the top. This is why you should designate a percentage of your ad budget to purchase word-of-mouth advertising."
— Roy H. Williams
Word-of-mouth advertising is the most potent form of advertising there is. Why? Because it's coming from a trusted source – someone your potential customer knows and trusts. There are a few ways to generate word-of-mouth advertising. The simplest way is to ask your current customers to tell their friends about you. That can be done through referral programs or simply by asking them to spread the word. Another way to enable word-of-mouth advertising is to create something so remarkable that people can't help but talk about it. That could be a product, a service, or even just an experience you provide for your customers. No matter how you do it, generating word-of-mouth advertising is essential for any business. Especially businesses in the HVAC industry. After all, what's the best way to sell an air conditioner? By having someone who's already happy with their purchase tell their friends about it! If you're unsure how to create word-of-mouth advertising for your business, get in touch with Wizard of Ads® today. We can help you create a strategy to get people talking about your business in no time. Book a call.
Word-of-Mouth Influences Today's Buyers
There are a few reasons why word-of-mouth influences today's buyers. First, we now have access to more information than ever before. With a few clicks, we can read reviews, compare products, and get recommendations from friends. Second, we're more skeptical of advertising claims than ever before. Marketing products and messages have bombarded us since birth, and we've learned to tune them out. Finally, we trust the opinions of people we know more than anything else. If our friends tell us that a product is excellent, we're much more likely to believe them than any ad campaign. Here are the statistics that show word-of-mouth advertising works:
- About 75 percent of consumers say word of mouth plays a crucial role in their purchasing decisions – from the American Marketing Association.
- Exactly 83 percent of Americans are more likely to purchase a product after a friend or family member recommends it – from the Chatter Matters Report, Convince&Convert.
- Personal recommendations influenced about two-thirds of audio and video streaming users and what they streamed – from Nielsen MediaTech Trender Report.
What Are You Doing to Trigger Word-of-Mouth?
Did you know there are several things you can do to trigger word of mouth?
- Word-of-Mouth is Triggered When a Customer Experiences Something Beyond What was Expected: You have to do more than slightly exceed their expectations. Delight comes from surprise. Therefore, you should have a secret solution that is baked into your customer-forward solution to strategically deliver delight.
- Don't Depend on Your Staff to Trigger Word-of-Mouth by Delivering "Exceptional Customer Service": Good service is a minimum standard. Although excellent service may generate a lot of good feedback and increase customer retention for the company, it is rarely the foundation for word-of-mouth marketing. It's terrible service we talk about, until we add exceptional service in strategically.
- Physical and Nonverbal Statements Are the Most Dependable in Triggering Word-of-Mouth: These statements may be architectural, kinetic, or generous (more on this later), but they must go beyond the usual.
- BUDGET to DELIVER the Experience That Will Trigger Word-of-Mouth: Your word-of-mouth budget may change over time. Therefore it's the cost linked to the number of customers you have. Other times, it will need a reasonable capital investment, so your advertising budget should accommodate this investment. The most serious hazard isn't that you'll overspend – instead, that you won't spend enough to generate positive word-of-mouth marketing.
- Don't Promise It in Your Ads: It's easy to lean for the thing you're relying on to trigger word-of-mouth, but these promises will only crush your chances of the consumer becoming your ambassador. Why would a client repeat what you say in your advertisements? Don't take away the moment in the spotlight from your ambassador.
The Flour, Butter, and Sugar of Effective Word-of-Mouth
"Architectural, kinetic, generous: these are the flour, butter, and sugar of effective word-of-mouth. What can you make from these ingredients? Will you put their rich taste into the mouths of your potential word-of-mouth ambassadors? Or will you make ambiguous claims in your ads and hope that people are willing to believe them?"
— Roy H. Williams
Architectural
Architectural word-of-mouth might be product design, store design, or fantasy décor:
- The piano shop with a vast piano-like exterior and black and white keys, making the long awning over the lengthy front porch.
- Outside of the Mirage in Las Vegas is an erupting volcano.
- A glass-bottom floor lets customers see what's going on far beneath them.
- Do you recall when McDonald's first built playgrounds attached to all of its restaurants? For 20 years, it worked like magic.
Kinetic
Kinetic word-of-mouth entails something that moves, or at least appears to move:
- Animated GIFs.
- Video ads.
- Even some still people can make images appear as if they are in motion.
The old Transformers toys were an excellent example of this. The new ones are even better. Some web pages have moving elements that follow the mouse cursor around. It is the word performance by its very definition. It is:
- Fresh fish tossing from one employee-to-employee at Pike Place Market in Seattle.
- The magical, twirling knives of tableside chefs at a hibachi restaurant like Benihana.
- The interesting conversations you have with the person in the line next to you at Starbucks.
These are all examples of what I call "word-of-mouth on steroids." They're so stunning, captivating and memorable that people can't help but talk about them. What's more, these experiences are also highly shareable. In other words, they're the perfect fodder for social media. That's why savvy marketers are always looking for new ways to inject a little kinetic energy into their campaigns.
Generous
Generous word-of-mouth is the age of the customer, and businesses that recognize this and treat their customers well are the ones that will succeed. It's not enough to offer a great product or service anymore – you also have to be generous. But, to an extent. Find something that cost little, but holds a bunch of value, either symbolically or literally. Generosity breeds word-of-mouth. When you're generous with your customers, they feel appreciated and valued. They're more likely to talk about your business to their friends and family when they feel appreciated and valued. So how can you be generous with your customers? There are many ways, but one of the simplest is to give them something for free. Whether it's:
- Five Guys throwing in a scoop of fries into the bottom of every takeout bag.
- Being known as the restaurant allowing guests to select their favorite choice of dessert at NO CHARGE.
- The HVAC company that includes air filters at no charge with their tune-up.
- Giving away ice cream sandwiches with every appointment to symbolize your commitment to keeping them cool.
Word-of-mouth marketing can spread like wildfire. If you're known as the place that goes above and beyond for your customers, especially the loyal ones, you will build a tribe of raving fans. Speaking of generosity, book a FREE call with Master Strategist, Ryan Chute, from the Wizard of Ads® for the best marketing strategies for your residential home service business.
Advertising
Why Character-driven Ads Outperform Logic-driven Ads
Businesses generally use two main types of models in their advertising: logic-driven ads and character-driven ads. Whichever style you choose to pursue will determine your end result. Do buyers want an infographic that breaks down and explains why they should buy your products or services? Or are you trying to inspire your target audience so that they identify with your advertisements and become invested in them? The type of ads you choose is anchored to your goals. However, what business owners don't realize is that not all ads are created equal. More often than not, character-driven ads outperform logic-driven ads by multiples. Here’s why: Characters we read in books or see in movies are magical. Despite being fictional, they make audiences feel a whole range of emotions and take them to a vividly fascinating world. We view fictional characters that are theatrical, conflicted, and exaggerated as living in a realm we like to be in. Audiences naturally seek the same experience in advertising, even if it’s only 60 seconds at a time. In this article, we'll dig deeper into both types of ads and why companies choose logic-driven ads over the other. Plus, we'll touch on examples of both advertising models in the residential home service industry.
What Do You Mean by Character-driven?
When we say character-driven or character-driven stories, we often refer to narratives that focus on character development. This is an important element in literary fiction. While the plot sets the mood, it is the fleshed-out characters that bear the weight of the story. Character-driven stories are heavy on emotions and insights that help audiences identify with the character. In advertising, ad campaigns go either character-driven or logic-driven. In a nutshell, ads that invest in characters appeal to customers' emotions while logic-based ads implore the intellect. Below we explain the difference between character and logic-driven ad campaigns.
Character-driven Ad Campaigns
A character-driven ad is one in which the focus is on the characters and their story. The brand or product being advertised takes a backseat to the narrative. In fact, you may not even see the product until the end of the ad. With a character-driven ad, you want viewers to empathize with the character. You want them to feel what the character is feeling. You want the story to be relatable so that viewers can see themselves in the character's shoes. For example, imagine a commercial for a roofing contractor. In a character-driven ad, the focus may be framed from the angle of the homeowner and their story. We would see and feel how the character struggles with an aging roof. Audiences would experience the protagonist's anxiety as they watch the rain pour, knowing their roof could give at any moment. Then, we would see the character's transformation when the roofing contractor or "wise old man" comes to help them overcome their foe.
Logic-driven Ad Campaigns
Logic-driven ad campaigns, on the other hand, are more geared toward appealing to a customer's intellect (left brain). Most of the time, the focus is heavily on the features and benefits of the product or service. Facts and figures are front-and-center, while stories and emotions that appeal to the underlying felt needs are left out. Going back to the roofing contractor example. A logic-driven ad might display all the different types of roofs that the company offers. They'd double down on the benefits of each one, such as cost-efficiency or durability against extreme weather conditions. In some cases, they might even show before-and-after photos of houses that they've worked on. It’s no secret that character-focused ads are more emotionally moving and persuasive. However, character-driven and logic-driven ads both have their strengths that work best on specific types of audiences with distinct temperaments. It's important that businesses learn how to use both to their advantage. Looking for an advertising expert to craft your character-driven ads? Ryan Chute from Wizard of Ads® is the Master Strategist you need. Book a call.
Why Do Character-driven Ad Campaigns Outperform Logic-driven Ones?
Let's get one thing clear: Logic-driven ads are not ineffective, in any sense. There are advantages to using these types of advertisements, for example, when you’re dealing with Transactional Shoppers. Transactional shoppers will try to rationalize every buying decision they make, especially with residential home service businesses. Why? Because most of what the home services industry sells are externally motivated grudge purchases. In other words, people don't want to buy your products and services but they have to. With that in mind, the goal of your advertisements to externally triggered grudge purchases is feel right. Most of the time these are their underlying felt needs toward money, energy, and time. This means that once your manage to soothe their pain points and caress their pleasure points, you book the appointment. There's just one thing we’re overlooking, however. People make all decisions, including buying decisions, from the part of the brain with no faculty for words or logic. Underneath the guise of a logical and transactional customer is a truly, perpetually emotional buyer. Therefore, a business only needs to pull the right emotional strings to complete the sale. This is where character-driven ads shine through. In a world where people are constantly bombarded with marketing messages, character-driven ads are a fresh angle. They stand out because they elicit emotions and, more importantly, bond with your audience. Character-driven ads build relationships not only between the company and the audience but also between the audience and the characters. Now then, think of it this way. When the customer bonds, laughs, smiles, and cries with your advertising, they now seemingly have a friend in your industry. Why would they call anyone else? In other words, you now become the frontrunner in your prospect’s mind.
Building Bridge to Millenials
The best part about character-driven ad campaigns is that they’re not necessarily targeted at a specific demographic. Their sense of appeal traverses across generations.
“So if you need to build a bridge to Millennials, put your hammer in the hand of a colorful, memorable, entertaining character.” — Roy H. Williams
Allow me to illustrate. Do you know Bond? James Bond? The classy, suave, invincible, always has a witty retort, and of course, cool under pressure, British character. Take that character, sand off the British, and you’re left with Dos Equis’ The Most Interesting Man in the World. The 9-year reign of this fictional character is the reason why Dos Equis drove sales up 34.8%. After 9 years, the Most Interesting Man in the World has finally ascended into the pantheon of advertising icons. Although retired from Dos Equis, Jonathan Goldsmith retained the acclaimed title that all beer drinkers came to know and love. Want another example? Well, who could ever miss out on Mr. Jenkins and Bobby? If you don’t know them, here’s a brief background. Mr. Jenkins is like a wise and caring Andy Griffith, while Bobby reminds us of the adorable idiot-savant, Forrest Gump. The iconic duo was the face of Morris-Jenkins for 5 years. Through the years people have grown to love and appreciate their banters and helpful home service advice during their advertisements. It was heartbreaking when Bobby announced his departure during their final commercial together, but nobody expected social media to explode. The characters they’ve built for years not only established their business’s reputation but also developed a relationship with their audiences. That’s the wonder of character-driven advertising. You create personas that people can relate to, virtual friends that keep your business in your prospect’s minds, 24/7. With the right characters, you can build bridges and emotionally connect with Millennials and any other generations. This is where logic-driven ads fall short.
16,600 Google Reviews and 4.9-Star Average
Morris-Jenkins is only a local service company from Charlotte, North Carolina. Yet, no one thought they’d boom into one of the most popular and highly-rated service companies in the U. S. Way back in 2017, they only had 1,000 Google Reviews with a 4.7-star average. Now, they’re enjoying a colossal 16,600 Google Reviews and 4.9-Star Average in 2022. Of course, it goes without saying that good marketing and local SEO played a part in their success. However, it’s the fictional characters Mr. Jenkins and Bobby that etched their service brand in history books. Character-driven ads can be the clincher that keeps your business from being the best it could be. Although here’s an interesting thought, if character-driven ads are so good, then:
Why Don't Companies Create Colorful and Engaging Characters to Capture Audience’s Attention and Win Their Affection?
That’s just the thing, isn’t it? Businesses have always been trying to come up with new ways to capture people's attention. It’s also true that some companies have found great success in using logic-driven advertising, like that Flex Tape commercial. However, if you’re selling externally triggered, grudge purchases, characters can add an element of fun and excitement to an otherwise boring message. Now then, why aren’t companies creating engaging characters to win their audiences? Here are 3 reasons:
1. Most advertisers are short-sighted
This advertising myopia keeps businesses unwilling to spend precious air time on developing relationships with customers. When advertisers want money, they want it quickly. They basically cut all relational sense in ads and then focus on transacting.
Putting out character-driven ads means you’re in it for the long haul, character build-up are setups for tomorrow’s sales.
2. Lack of technical expertise
If you think about it, character-driven ads are a form of fiction. However, not a single college or university in the U. S. requires Advertising and Marketing majors to study fiction writing. A good background in fiction writing and comedy would be a powerful weapon for advertising.
3. Most “professional” advertisers are inexperienced
The standard of how good an advertiser is should be the depth of their skills and expertise. A track record is one thing, but a record of mediocre results is nothing to be proud of. Only a few advertising professionals are truly adept in writing banter and repartee. This is one reason why there are few character-driven ads out there.
Advertisements shouldn’t be chockablock full of Ad speak or industry-specific jargon that numbs your prospects into a coma. Ads should be about building a long-term relationship with customers **because it’s easier to sell to people who trust you.**Character-driven ads do just that and more. If you're looking for a way to make your ads more memorable, engaging, and successful, consider using characters! Ryan Chute from Wizard of Ads® is the Master Strategist you need to craft ads that blows your audience away. Book a call.
Marketing
Magical Realism and the 7 Laws of Magical Thinking
“Magical Thinking. It’s the next big thing. But only for those who have the skill to craft it and the nerve to use it. Do you?“
— Roy H. Williams
What is magical realism if magic is the power of appearing unnatural or supernatural causes to produce physical effects?
Magical realism is a genre of fiction that blurs the lines between what is real and what is fantasy. People often use it to explore themes of reality and unreality, fate and chance, and life and death.
While you may see magic as an escape from the mundane world, magical realism is often used to comment on the human condition. In this way, magical realism can be considered a type of social commentary.
Some examples of magical realism include Gabriel García Márquez’s One Hundred Years of Solitude, Salman Rushdie’s Midnight’s Children, and Isabel Allende’s The House of the Spirits.
So what are the seven laws of magical thinking?
Keep reading.
Reality Hook in Selling
Selling requires a reality hook. It gets us to tether to the Earth while simultaneously being up in the air with the impossible.
Let’s just take a moment to sit and listen to John Lennon as he writes the lyrics and melody to Imagine, for example. It’s one of the most popular songs of all time.
All we have to do to go there is find the white Steinway piano on which John composed the song. Pay attention to the cigarette burn. It got there when he got distracted and left a cigarette there.
Keep on that cigarette burn. That’s the reality hook, the focal point. It “brings an abstract moment from yesterday into the black and white now.” — Roy H. Williams
Any message’s power is amped when you add detail easily imagined by the audience. Real writers study magical thinking, or magical realism, especially if they want to exist in 21st century America.
How’s your marketing strategy? Is it lacking in the department magically? A flick of the wand won’t fix it, but an understanding of magical realism might. Thankfully for you, Wizard of Ads® are the folks who know about that. If you’re in the residential home services industry, we can help. Book a call.
The Power of Message in an Advertisement
In an advertisement, the message you give has power. The more detail you include, the better. However, if you want your message to have a lasting impact, you must ensure it’s easily imaginable. To do this, you should study magical realism or magical thinking.
What is magical realism in literature? is a genre of fiction that combines magical realism elements of the fantastic and the realistic. It’s often used in advertising because it allows audiences to suspend disbelief and imagine the impossible.
For example, let’s say you’re a plumber who wants to advertise your services. You could say, “I’m a plumber, and I can fix your pipes.” But if you want to add a touch of magic, you might say, “I’m the prophet of plumbing, and I can fix your pipes with the power of my mind.”
Of course, you don’t have to believe in magic to use it effectively. The important thing is that your audience does. The key to using magical realism effectively is to keep the magical elements of the impossible grounded in reality. This way, your audience can still relate to the story and connect with the characters.
Magical Thinking in Magical Realism
“If you are a writer, a real one, you need to study magical thinking. Unlike science fiction and fantasy, the world of magical thinking is this world, and all its impossible events happen in our all-too-familiar universe. The writing style created by magical thinking is called Magical Realism, and you’ll need to be good at it if you want to gain and hold the attention of 21st century America.” – Roy H. Williams
Magical thinking is a form of thinking that allows the impossible to seem possible. It’s a way of viewing the world that sees the magic daily and the extraordinary in the commonplace.
Magical thinking is often used in fiction writing, particularly in the genre of magical realism. In magical realism, writers take readers on a journey into a world where the impossible seems possible. They use elements of fantasy and magic to add intrigue and suspense to their stories while still keeping them grounded in reality.
!The 7 Laws of Magical Thinking by Matthew Hutson
“The 7 Laws of Magical Thinking” by Matthew Hutson
The 7 Laws of Magical Thinking is a book by Matthew Hutson that explores the ways in which people engage in magical thinking. The book looks at the various biases and errors that people make when they think about the world around them, and how these errors can lead to magical thinking. In his article on Magical Realism in Advertising, Roy H. Williams describes these seven laws of magical thinking:
- Objects Carry Essences: Cooties, Contagion, and Historicity – The imagery of John Lennon sitting at his piano expressed earlier is the best example of this.
- Symbols Have Power: Spells, Ceremonies, and the Law of Similarity – A construction worker buried a Dave Ortiz Red Sox jersey beneath the Yankee Stadium’s new 1.5 billion dollar stadium foundation. Yankee management was not amused by this hex and considered pursuing felony charges against the perpetrator.
- Actions Have Distant Consequences: Using Superstition to Make Luck Work for You – When you flip a coin to make a decision or feel superstitious walking by a black cat, you’re using that superstition to increase the chance that things will work out in your favor.
- The Mind Knows No Bounds: Psychokinesis, ESP, and Transcendence – The Law of Attraction, which underpins the best-selling book The Secret, holds that if you concentrate on something and imagine it in your mind, you will receive it. More than 19 million copies of the book have been sold.
- The Soul Lives On: Death Is Not the End of Us – The message is simple yet powerful: If you dream it, believe it, and work hard for it, anything is possible. “There is a land of the living, and a land of the dead and the is bridge love, the only survival, the only meaning.” – Thornton Wilder, last lines of The Bridge of San Luis Rey
- The World is Alive: Animals, Objects, and Gods are People, Too – In her award-winning book The Year of Magical Thinking, Joan Didion discusses how she coped with the loss of her husband. “I stopped at the door to the room. I could not give away the rest of his shoes. I stood there a moment, then realized why: he would need shoes if he was to return.”
In most cases, we never remove our close friends’ phone numbers from our phones because we believe that if we called them, they would answer.
- Everything Happens for a Reason: You’ve Got a Date with Destiny – On safari with his lover, Helen, a writer named Harry goes in Ernest Hemingway’s famous short story The Snows of Kilimanjaro. As he photographs a herd of waterbuck, a thorn scratches his knee, and the wound becomes infected.
As birds circle overhead, Harry dies on a cot in the shade of a tree. “I don’t see why that had to happen to your leg,” says Helen. “What have we done to have that happen to us?” Like most of us, Helen must believe that everything has a purpose.
The Power of the Human Mind
“The human mind is wired to believe the impossible. If you exaggerate just a little bit, you’ll get caught. People will know you’re lying. But promise an utterly impossible thing, and there’s a piece of every listener that will believe you.”
— Roy H. Williams
Your mind is a potent tool. It can create entire worlds and realities that don’t exist. And often, these fabricated worlds are far more exciting and compelling than the boring old “real” world.
That is the power of magical thinking.
Magical thinking is the belief that we can influence the world around us with our thoughts and words. It’s the belief that our thoughts have power.
And while this may sound like a load of hippy-dippy nonsense, there’s some science to back it up.
A study found that people who believe in magical thinking are more likely to see patterns and meaning in random events. In other words, they’re more likely to find significance in things that are just coincidences.
Confirmation bias is known as this tendency to see meaning where there is none. It’s a powerful thing.
Once we believe something, we start to look for evidence that supports our belief and ignore anything that contradicts it.
That is how conspiracy theories are born, how religions start, and how wars begin.
But it’s not all bad. You can use magical thinking for good.
Believing that our thoughts have power can motivate us to achieve our goals. It can help us see possibility where others see only impossibility.
Are you struggling to see the magic in your marketing strategy? Let’s squeeze any ounce we can into it. If you’re a residential home services business owner, book a call with Ryan Chute at Wizard of Ads® today.
Advertising
Four Kinds of Ads and the "Gold Seal Ad"
**What are ads?**
An ad is another word for advertising. Just like there are many types of marketing and types of media, there are also many advertising techniques. There are four main kinds of ads: franchise, category-specific, product-specific, and store-specific. Each of these types of advertising has unique benefits and drawbacks, so choosing the right one for your business is helpful. Franchise ads are how to promote your business to a broad audience. They are often placed in high-traffic areas like bus stops or subway stations. However, franchise ads can be expensive, so you'll need to ensure you have the budget for this type of advertising. Category-specific ads are a good option if you want to target a specific group of people. For example, if you sell home services, you could place an ad in the home improvement section of your local newspaper, on Google Local Service Ads. However, category-specific ads can be more expensive than franchise ads. Product-specific ads are an excellent way to promote a specific product or service. For example, if you sell air filters, you could place an ad in the local ValPak coupon service. Product-specific ads can be more expensive than franchise ads, but they will allow you to target a specific group of consumers. Store-specific ads are how to promote your business to a specific group of people. Store-specific ads can be more expensive than franchise ads, but they will allow you to target a particular group of consumers. For example, if you have a store in a mall, you could place an ad in the store directory. After learning about the different kinds of ads, it is time to decide which one is right for you. If you are not sure, you can always consult with a professional marketing firm, like The Wizard of Ads®. They will be able to suggest which type of advertising will work best for your business. Or, read this article on the different kinds of ads and how to choose the right one for your residential home services business.
Great Ads vs. Bad Ads
There's a difference between GREAT ads that don’t try to be everything like BAD ads do. Product-specific and store-specific ads are popular ads because they're most likely to result in a purchase. Category-specific ads are bad because they can alienate potential customers who don't fit into that category. Bad ads are generic and bland. They try to be everything to everyone and usually don't work well. If you want your ad to be successful, make sure it's a great ad! What makes a GREAT ad?
- Information that is relevant and useful: The best advertisements are the ones that provide information that is relevant and useful to the reader. Ads that are full of fluff or empty promises are quickly forgotten, but ads that offer something of value tend to stick in people's minds.
- A strong call-to-action: A great ad should have a strong call-to-action that tells the reader what they need to do next. Whether "click here to learn more" or "call now for a free consultation," make sure your ad includes a clear CTA.
- Eye-catching visuals: Ads with eye-catching visuals are more likely to grab attention and get noticed. If your ad is dull or unappealing, people will scroll right past it.
The bottom line is that there's no one-size-fits-all solution for advertising. But by keeping these four tips in mind, you can create an ad that's more likely to get noticed—and generate results for your business. How do you choose the right ad for your business? If you're unsure, start by considering what makes your product or service unique. What sets it apart from the competition? Once you know that, you can create an ad targeting your audience. And if you're still unsure, there's always the option of hiring a professional marketing agency to help you make the perfect ad campaign. Ready for those results? If you're a residential home services business owner, book a call with Wizard of Ads®’ s Ryan Chute today.
These are the Four Kinds of Ads
As I mentioned earlier, there are four kinds of ads to discuss in this article: Franchise, category-specific, product-specific, and store-specific ads. I will briefly review each type below and discuss the "gold seal ad" in more detail.
Franchise ads
Franchise ads are a type of business advertising typically used by businesses with multiple locations. Franchise ads generally are placed in newspapers or on websites with a lot of ads catering to a specific industry or market. These ads usually feature the company's logo, contact information, and a brief description of its services. In the words of Roy H. Williams, these ads “create the master brand.” These ads attract enough customers to the store due to its ability to afford a high-quality ad campaign. Often, this strategy succeeds.
Category-specific ads
Category-specific ads are another type of offline or online advertising geared towards businesses selling products in a specific category. For example, if you own a landscaping company, you may want to place ads in magazines that focus on gardening or landscaping. These ads usually include the company's logo, contact information, and a brief description of its products or services. In the words of Roy H. Williams, "Category-specific' institutional' advertisements are useless." They are written so vaguely that they apply to all advertisers. Roy H. Williams also says a rendition of the quote, “Ads don’t work well for anyone if they fit everyone.” These were called institutional ads in the past, and they’re not recommended.
Product-specific ads
Product-specific ads are yet another type of offline or online ads geared towards businesses selling a particular product. For example, if you sell HVAC equipment, you may want to place ads in magazines that focus on home improvement. These ads usually include the company's logo, contact information, and a brief product description. You may want to consider whether it takes a manufacturer's 50 cents to run product-specific ads. These ads benefit retailers who sell the product. It's about the product.
"If you’re paying half the cost, make at least half the message about you." — Roy H. Williams
Store-specific ads
Store-specific ads are designed for businesses that have brick-and-mortar locations. These offline or digital ads usually include the company's logo, contact information, and a brief description of its products or services. According to Roy H. Williams, such kinds of ads require, “Expert ad writers conduct in-depth, detailed research. ”An example of this kind of ad for a Garage Door company looks something like this: Joe's Garage Doors1234 Main Street Anytown, USA(555) 555-1212Did you know your Garage Door is the most vulnerable area of your home? A failing garage door exposes your family to break-ins, acts of God, and noisy disruptions. Hi, I’m Joe. Come by our showroom today and see our vast selection of Security Certified Garage Doors™. Keep your family safe, today."
Story of Heisenberg's Jewelers
Then, there's the Gold Seal Ad. The story below of Heisenberg's Jewelers is true and a slightly-changed rendition from mondaymorningmemo.com. The only information changed by Roy H. Williams is some critical information, such as the name of the store, town, and vegetable. The story is about Heisenberg Jewelers, a 105-year-old business that had been recently renovated with new white carpeting, a large chandelier, and wooden paneling. Roy H. Williams compares the jewelry store to the Sistene Chapel, despite the town being designated with a low level of residents and the world’s turnip capital. He says it’s intimidating, with many of the town’s farmers feeling improperly clothed for the store. When he arrives, his client tells him who they believe their customers are. They say they cater to 40-year-old rich women. Upscale, well-dressed, always buys the best kind of customer is who Roy is told to target. All of this was happening in October, right before what would be Heisenberg’s last Christmas season if the store didn’t turn around its sales by January. Roy told them he can’t just create 40-year-old rich women out of thin air. He must write ads for men, too. Here is the Heisenberg radio ad created by Roy that saved the jeweler: “Some of you will be fortunate enough to discover under your Christmas tree a small package with a gold seal that says 'Heisenberg's.' Now you and I both know there's jewelry in the box. But the man who put it there for you is trying desperately to tell you that you are more precious than diamonds, more valuable than gold, and very, very special. You see, he could have gone to a department store and bought department store jewelry or picked up something at the mall like all the other husbands. But the men who come to Heisenberg's aren't trying to get off cheap or easy. Men who come to Heisenberg's believe their wives deserve the best. And whether they spend 99 dollars or 99 hundred, the message is the same: Men who come to Heisenberg's are still very much in love… We just thought you should know.'"
The Wizard of Ads and the "Gold Seal Ad"
The Wizard of Ads™, Roy H. Williams, explains why his "Gold Seal Ad" worked for Heisenberg's Jewelers, even though some believed the contrary: He said the ad gave the audience what they already knew about Heisenberg’s Jewelers… Except it made them feel different about it. What they basically said was: “If your husband voluntarily comes to this scarily expensive store, he must really love you. ”During December, men rushed into Heisenberg’s, waving wads of cash at the register. They shouted, “Make sure that damn gold sticker is on the box!” Heisenberg’s raked in the bacon. And it got the Wizard of Ads™ noticed. A jeweler from Connecticut called him about a little over a year later. He angrily asked him why his radio ads that he ran over Christmas didn’t work at all. Roy quickly figured out that his Turnip Valley client had given this guy a copy of his ‘simple gold seal’ advertisement as if it were a miracle cure.“ ‘That ad didn't fail,' I said to the man. ‘Your town's scary expensive jeweler found it highly effective. Christmas was fantastic for him. You are to thank for that. Your town's residents just knew that your store wasn't the one described in the advertisement.’ ”The moral of the story is? The best ad is the one that's right for your business, not the one that's right for your ego. Heisenberg’s gold seal campaign wouldn’t have worked without its reputation for being expensive and intimidating. That’s because it was specific to this store. No matter the delivery, the message would work.
“It was the message – not the media – that delivered our miracle.” – Roy H. Williams
What Kind of Ads Are You Running?
"Franchise ads are for team players who want to help build a strong collective brand. Product-specific ads are for special promotions. Store-specific ads are for local branding. Category-specific 'institutional' ads are a waste of money.
What kind of ads do you run?"– Roy H. Williams
If you're not sure what kind of ad is right for your business, try asking yourself these four questions:
- What are you selling? If you're selling a product or service, you'll want to focus on creating ads that highlight the features and benefits of what you're offering. You'll want to ensure your ads are targeted to the right audience, so think about your ideal customer and what they're looking for. For example, if you're selling a new kind of widget, your ad might focus on how much easier it is to use than other widgets on the market.
- Who are you selling it to? That is where targeting comes in. You'll want to ensure your ads reach the right people, so think about your ideal customer and what they're looking for. For example, if you're selling garage door openers, your ad might be more effective if it's targeting homeowners in a suburban area rather than apartment dwellers in a city.
- What's your budget? You'll need to set a budget for your ad campaign, so think about how much you're willing to spend. Remember that you don't necessarily need to spend a lot to get results - sometimes, a well-targeted ad on a smaller scale can be just as effective as a larger one.
- What's your goal? What do you hope your ad will achieve? Are you looking to increase brand awareness, generate leads, or make sales? Once you know your goal, you can tailor your ad campaign to suit it.
Answering these questions can help you determine which type of advertisement will be most effective for your business. If it doesn't, and you're a residential home services business owner, book a call with Ryan Chute of Wizard of Ads®. I will surely help.
Marketing
12 Languages of the Mind: Feel, Symbol, Music (Part 4 of 4)
Creative communication is not only about speaking and power writing. Creative communication is also about listening, feeling, and understanding.
Creative communication is not only about speaking and power writing. Creative communication is also about listening, feeling, and understanding. It’s the ability to share your ideas and feelings in a way that is meaningful to others. When you do this, you can embrace the powers of communication with the people around you.
We’ve already gone over nine of the other 12 languages of the mind. This article will touch on the last three languages: feel, symbol, and music. Each of these languages is a way of communicating that can be used to create powerful connections and poetic communication with others. It can be anything from poetry writing to speaking. When you’re able to use creativity in communication, you can form a connection with others that is much more than just creative communication in writing.
You can use these communication skills, write a poem, or use a creative journal when working toward effective communication.
Body Language and Non-Verbal Communication
In the third 12 languages of the mind article, I mentioned that understanding body language and non-verbal communication is really valuable. That is because we communicate in more ways than just speaking. The words you say only make up a tiny fraction of what you communicate.
The way you carry yourself, the expressions on your face, and your tone of voice communicate much more than the words you say. To be a great communicator requires understanding how to use body language and non-verbal communication effectively.
One way to do this is by using proxemics or studying how people use space to communicate. Proxemics can be used to create rapport. That is because they are ways of communicating that don’t involve words. When you can use body language and non-verbal communication, you can make a connection with others that is much more than words.
The best way to learn to use these languages is to pay attention to the people around you. Observe how they use body language and non-verbal communication to communicate. Then, try to imitate what you see. With time and practice, you’ll be able to use these languages fluently.
When using body language and non-verbal communication, you must be aware of the different cultures around you. Different cultures have different ways of interpreting body language and non-verbal communication. What might be polite in one culture could be considered rude in another.
So, if you’re planning to travel or work in a foreign country, it’s a good idea to research the culture before you go. That way, you’ll know what kinds of body language and non-verbal communication are appropriate.
Particularly, pay attention to:
Facial Expressions
In some cultures, making certain facial expressions is seen as rude.
For example, in Japan, people often avoid making eye contact. In others, like the United States, making eye contact is polite.
Another example is the use of facial expressions to show emotions. In the U. S. it’s common to smile when you’re happy and to frown when you’re sad. But in some cultures, such as China, people tend to keep a neutral expression most of the time.
Gestures
Hand gestures can have different meanings in different cultures. For example, waving goodbye with your palm facing down in many Western cultures is considered impolite. But in some Asian cultures, such as Thailand, this gesture actually means hello.
Another example is the “OK” sign. In the U. S., making an “OK” sign with your hand (forming a circle with your thumb and first two fingers) is a positive gesture that means everything is good. But in some cultures, such as Brazil, this gesture is considered rude.
Body Movements
How you move your body can also send different messages in different cultures. For example, standing too close to someone else in some cultures is considered rude. But in other cultures, such as the U. S., this gesture is considered friendly.
Another example is the way you shake someone’s hand. A firm handshake is considered a sign of respect in the U. S. But in some cultures, such as Japan, shaking hands is not common practice.
When communicating with people from other cultures, it’s essential to be aware of the differences in nonverbal communication. Also, be mindful of the nonverbal cues you’re sending and receiving to ensure that your message is clear.
Something polite in your culture doesn’t mean someone will interpret it that way in another culture. Pay attention to facial expressions, gestures, and body movements to ensure your message is clear.
You might not think your company needs help understanding nonverbal communication, but you’d be surprised. Different cultures have different expectations and norms when it comes to nonverbal communication. If you have employees or customers from other cultures, it’s critical to be aware of the differences.
If you’re unsure how to interpret nonverbal communication, Wizard of Ads® can help you strategize an effective marketing and creative communication plan. Book a call with Ryan Chute today.
12 Languages of the Mind – Feel, Symbol, and Music
The final three languages of the 12 languages of the mind are:
Feel: The language of emotions, which you base on your feelings.
Symbol: The language of visual imagery based on what you see.
Music: The language of sound, based on what you hear.
You can use each of these languages to create powerful marketing messages. When you understand how to speak these languages, you can connect with your audience deeper and build lasting relationships. Each language speaks to a different part of our brain and affects us differently. Let’s take a closer look at each one.
Feel
We base the language of feelings on our emotions. Emotions are powerful things– they can make us feel happy, sad, scared, angry, excited, or any other way. Emotions are contagious– if you see someone else feeling happy, you’ll likely start to feel happy too.
When marketing to someone, it’s crucial to consider how they’re feeling. Is your customer happy? Sad? Stressed? Anxious? Understanding their emotional state will help you decide what kind of message to send them in sales.
For example, if someone feels excited to buy a new pool, you can speak about how it fits with their pleasure points, like identity, or adventure. If someone is feeling anxious or stressed because of a broken furnace, you are best to send a message that reassures them that you will make the problem quickly go away for good, addressing their pain points.
To start to understand the way all 12 languages of the mind interconnect, I wanted to explore the language of vulnerability.
In reflecting on some research I’ve been doing around the resonance of energy (radiance), I’ve come to believe that radiance has a physical sensation.
Some call this the Sixth Sense. Intuition. Perception.
Neuroscientists suggest the sixth sense proprioception. The innate awareness of where our limbs and body are in relation to space.
So what is the language of intuition? I argue:
Radiance + Feel = Intuition
What does this have to do with vulnerability? Maybe nothing. But also maybe everything.
Vulnerability and Courage are two sides of the same coin. You simply cannot have one without the other.
If we can define something as subjective as intuition, then we can iterate our way to vulnerability.
To break it down, I looked at each of the constituent languages:
Radiance + Feel: If we agree that radiance and feel are the languages of intuition, then we might agree that intuition is what is compelling us to be courageous. Because you can only have vulnerability in the presence of courage, we might all accept that courage takes a serious volume of radiance (positive energy) equally matched in the vulnerability we impose upon ourselves to be courageous.
Symbols: But what has initiated my intuition? I believe this lies in symbology. Courage is a choice. A threat assessment that is typically unfavorable, but you do it anyway. You step into it. You run toward the bullets, not away. Terrified, you do it anyway. This can only be achieved if there is a symbolic perception of what is right. Virtuous. As courage is a choice, and a prolific one at that, I believe virtue as a symbol would have a multiplier effect, not just additive.
Proximity + Motion: Vulnerability is only necessary when in proximity to a perceived danger. I’m not vulnerable to a caged lion, but I am vulnerable if I am in an exposed position during a firefight. To be courageous, one is vulnerable by default. If you’re not vulnerable, there is nothing to be courageous about. And bravery is stepping into the unknown…the terrifying…the difficult… even when the odds are stacked against you. The more the odds are stacked, the more vulnerable, and therefore, courageous. This is my argument for the languages of courage. Being in proximity to danger and moving toward it, rather than away from it.
Numbers: Speaking of odds, aren’t the odds just a numerical representation of the risk. So if we were to calculate the odds (consciously or subconsciously) we would be dividing into the odds.
Therefore:
((Radiance + Feel) x Symbol) + (Proximity + Motion) / Numbers = Vulnerability
(Intuition x Virtue) + Courage / Odds = Vulnerability
Whew. With an advanced understanding of the 12 languages of the mind, you can really get clear on how to position your brand.
Symbol
We base the language of symbols on meaning. Symbols can be words, images, gestures, objects, or anything else that has a more complex meaning. When we see a symbol, our brain automatically associates it with something else.
For example, when you see a stop sign, you automatically know you must stop your car. When you see the McDonald’s Golden Arcs or Nike Swoosh, you know instantly what they represent.
Symbols are a powerful creative communication tool because they can be combined with the other 12 languages to create complex meaning. For example, symbol + motion = ritual. What kind of ritual could you create for your team with the knowledge of how to create a ritual?
_“The distinct advantage of humans is our ability to attach complex meanings to sound.”
— Roy H. Williams_
The written word has no meaning until we assign it a sound. Music has no meaning until it has a sound. Symbols have no meaning until we assign a complex meaning to them through sounds.
Symbology is quite literally everything in storytelling. When you understand how to leverage symbols, you will multiply your influence quotient.
Symbolic thought is one of 4 different types of thought. Symbolic thought uses the pattern recognition of the right hemisphere of the brain to relate abstract concepts with analytical thoughts.
Meter, metaphor, simile, and personification are all forms of symbolic thought.
Look around at everyday things in your life. What meaning do you assign to them? What do they represent? How could you use them to elevate your brand?
Music
We base the language of music on sound and rhythm. Music is composed of notes played in a specific order and at a certain tempo. This combination of sounds creates a melody you can use to convey emotion and tell a story.
Music is often used in advertising because music is scientifically proven to add stickiness to otherwise unmemorable information. For example, when you want someone to remember your domain name, especially if it is different from your company name, you sing it. This is a powerful way to sneak into the long term memory of the brain undetected.
Music is made up of the following constituent components:
Pitch
Pitch is the proximity of sound. High and low. A dog’s bark might be a lower pitch than a baby’s cry. We perceive pitch through the basilar membrane in our cochlea, which vibrates at different rates depending on the frequency of the sound waves it receives. These vibrations are then converted into electrical impulses and sent to the brain, where you interpret them as pitch.
Key
The key to a sound is its shape. A jet’s sound is different than the sound of a dog’s bark because of their different keys (and also because of their different pitches). The key of a sound is determined by its waveform. A sine wave has a straightforward, pure key, while a square wave has a harsher, more metallic key. A sawtooth wave has a raspy key.
Tempo
The tempo of a sound is its speed of motion. The faster the waves, the higher the tempo.
The speed of music is tempo. What about the tempo of your company, though? Does your team operate with a sense of urgency?
Tempo is the energy of motivation, ambition, passion, and hustler lifestyle.
Tempo is the magical 128 BPM.
Rhythm
The rhythm of a sound is its pattern of repetition. A sound can have a steady rhythm, like a metronome, or a more complex rhythm, like a drum beat. Meter are the different patterns of rhythm. It is the music that is hidden in every one of the 12 languages.
Meter is achieved when sounds are arranged in a predictable rhythm, creating a pattern of stressed and unstressed syllables. Here’s what Roy has to say about the different types of meter:
- Lambic meter is soft/hard (x /). “That time of year thou mayst in me behold”
- Trochaic meter is hard/soft (/ x). “Tell me not in mournful numbers”
- Spondaic meter is hard/hard (/ /). “Break, break, break/ On thy cold gray stones, O Sea!”
- Anapestic meter is soft-soft/hard (x x /). “And the sound of a voice that is still”
- Dactylic meter is hard/soft-soft (/ x x). “This is the forest primeval, the murmuring pines and the hemlock”
Meter is magnetic. “Bounty. The quicker picker-upper.”
Meter makes slogans sticky.
- Where do you want to go today?” – Microsoft
- It’s everywhere you want to be – VISA
- The ultimate driving machine. – BMW
- When it absolutely, positively has to be there overnight. – Federal Express
Meter makes words musical. “My client would not, could not, did not commit these crimes.” – Johnny Cochran
What kind of rhythm does your business have? Are you in cadence with one another, or are you unstructured and clumsy?
Musical Interval
A musical interval is the proximity of two pitches. The distance between two notes is called an interval.
Duke University Deborah Ross’s study “Music intervals in speech” found that people naturally group words into musical phrases.
Ross played subjects with various combinations of tones and found that they could identify which ones sounded “right” together and which ones sounded “wrong.” This ability was specific to intervals– the subjects couldn’t determine whether a note was in tune with another note, only whether the interval between them was pleasant or unpleasant.
The study also found that people have a preferred range of intervals– some people prefer close intervals, while others prefer wider ones. This preference is similar to how some people prefer higher-pitched voices and others prefer lower-pitched ones.
Musical Contour
Musical contour is the shape of the melody line. It is the “ups and downs” of the pitch.
You can think of musical contour as the overall “shape” of a melody. In other words, it is the general direction that the pitch takes over the course of the melody.
The contour of a melody can be rising, falling, or static (neither rising nor falling).
If you want to learn more about the 12 languages of the mind and how to use them in your sales and marketing, check out Wizard of Ads® today. We can help you create an effective and creative communication strategy that will resonate with your target audience. Book a call.
Marketing
12 Languages of the Mind: Motion, Taste, Smell (Part 3 of 4)
One of the most effective communication skills is understanding and using body language. Body language plays a significant role in how we communicate with others. Think about it... When you meet someone new (at least in the United States), the first thing you do is shake their hand. How you shake someone's hand says a lot about you. A firm handshake conveys confidence, while a weak handshake may signal insecurity or lack of trustworthiness. Your posture and the way you carry yourself also send nonverbal messages. For example, slouching can convey boredom, disinterest, or lack of confidence, whereas standing up straight communicates interest and engagement. Eye contact is another important aspect of nonverbal communication. Making eye contact shows that you are interested in what the other person is saying and that you are listening attentively. Conversely, avoiding eye contact can make you seem uninterested, uncomfortable, or even untrustworthy. Good communication skills are essential for success in both personal and professional relationships. After all, effective communication is key! Building solid relationships, resolving conflicts, and achieving your goals will be challenging if you can’t communicate effectively. There are many different ways to communicate effectively, but one thing all effective communicators have in common is understanding the 12 ways to communicate theorized by Roy H. Williams. The following article is part three of the 12 languages of the mind: Motion, Taste, and Smell.
How Do Movements Convey Meaning?
The first language of the mind is motion. Every movement we make conveys meaning. For example, if you see someone with arms frantically waving, you can probably guess they’re trying to signal for help. If you want to communicate effectively, you must be aware of the nonverbal cues you’re sending with your body language.Are you making eye contact? Are you standing up straight? Are you fidgeting? Your body language can say much about what you’re thinking and feeling, so it’s essential to be aware of the messages you’re sending. Let’s place you in an imaginary setting with one of your customers. Say you’re about to fix their furnace, and they’re eagerly awaiting your arrival. You show up at the door, and they answer with a smile, looking you in the eye as they invite you in. They lead you to the furnace and point out the problem. As they explain what’s wrong, they gesture with their hands to show you what’s happening. Let’s say you’re in the same situation, but this time the customer greets you with a scowl on their face and arms crossed in front of their chest. They mumble something about the furnace as they turn and walk away, leaving you to find it yourself. In both situations, the customer conveys nonverbal cues that tell you how they feel. In the first scenario, they’re open and friendly, while in the second, they’re closed off and angry. Nonverbal communication is helpful because it’s often more vocal than verbal communication. That’s because we can easily say one thing but mean another when speaking. However, our nonverbal cues, like our body language and tone of voice, are harder to fake. They give us a better sense of how someone is really feeling. There are four main types of nonverbal communication:
- Body language
- Facial expressions
- Voice
- Touch
Let’s take a closer look at each one:
Body Language
Body language is the way we use our bodies to communicate. It includes our posture, gestures, and eye contact. For example, good eye contact can signify interest or agreement. On the other hand, avoiding eye contact may show that someone is nervous or lying. If you cross your arms when a customer speaks to you, they may interpret you as defensive or uninterested. Alternatively, an open posture with uncrossed arms may be more welcoming.
Facial Expressions
Facial expressions are another form of nonverbal communication. They can convey various emotions, from happiness and sadness to anger and fear. For example, if someone smiles at you, they are likely conveying that they are happy or amused. If the person has a furrowed brow and a stern look, they may be angry or frustrated. It’s essential to be aware of your facial expressions and what emotions they may be conveying. You don’t want to give off the wrong message accidentally.
Voice
The way we speak also conveys meaning nonverbally. For instance, the volume of our voice can indicate how confident or sure we feel about something. The speed of our speech can also be revealing. A higher pitch might show excitement, while a lower rise could signal anger or sadness. Jabbering might mean we’re nervous while talking slowly, indicating that we’re thinking carefully about our words.
Touch
Touch is another important form of nonverbal communication. It can convey a wide range of emotions, from love and affection to anger and hostility. A gentle touch might convey compassion, while a firmer touch might communicate anger or frustration. We also use touch to express power and dominance, such as when we pat someone on the back or shake their hand. Are you using these 12 languages of the mind? Are you reaching your ideal audience? Are you using the right mix of verbal and nonverbal communication? If not, book a call with Ryan Chute from Wizard of Ads® today.
Smell and Taste Influences Effective Communication
Have you ever noticed how a particular smell can take you back to a specific time and place?
- The buttery oil only specially kept in popcorn at the movies.
- The fresh smell of rain on hot pavement.
- The smell of sugary decaying autumn leaves.
All these smells instantly transport us to a different time and place. Smells have a powerful influence on our emotions and memories. They trigger positive and negative associations affecting our mood and how we interact with others. Taste is another sense that you can use to communicate with others effectively. Just like smells, specific tastes also evoke powerful memories and emotions. Think about chocolate. Chances are you remember not only sweet kiss of milk chocolate, or the bitter bite of dark chocolate. Do you recall the smell? Was it paired with raspberries? Caramel? Sea salt? Mint? What images are conjoured up with these deep, delicious flavors? Taste and smell go hand in hand. Research Researchers have found that when, block all ability to taste.) has determined that when working together, smell will impact taste, and further long term associations in the mind. Smell can affect taste between 75% and 95%. You can see this in action with a fascinating water bottle called Air Up® out of the UK. It uses scent pods to activate flavor in your mind while drinking tap water. Thanks to neuroplasticity your brain will continue to intensify the flavor of the scent pod, allowing you to enjoy water without the sugar. Taste and smell are critical senses that can influence effective communication. Real Estate agents are known to bake some cookies or a loaf of bread before an open house. At the Hershey Amusement Park in Harrisburg, PA, you can smell a delightful waft of chocolate as you step inside. And we have branded one of our plumbing clients the, “Smell Good Plumbers” for obvious reasons. Smell and taste can hold a powerful place in our memories. Used strategically, you can create strong, sostalgic associations with your brand that create a familiar bond that your customers will crave.
12 Languages of the Mind – Motion, Taste, and Smell
Part three of the 12 languages of the mind is about how we can communicate with motion, taste, and smell. Just like with spoken language, there are different words and phrases that we use to communicate with our senses. And just like spoken language, the way we use our senses can vary depending on the situation. For example, when talking to someone, we might use different words than we would if we were writing a letter to them. And when we’re trying to communicate with someone who doesn’t speak our language, we might have to rely on body language or gestures instead. Here are some examples of how we use our sense of motion, taste, and smell to communicate:
Motion
Our brains are hardwired to respond to movement. That is because, in our evolutionary history, being able to see and interpret movement was crucial for our survival. Motion is a language of the mind. We convey it in our body language as discussed above, but we also interpret motion in abstract ways. Marketers often use motion in advertising to create an emotional response in the audience. For example, relationships have their ups and downs. We can be getting close to a deal, or moving further away. When we see someone moving, it can trigger all sorts of emotions. Tempo is the horizontal movement of music. The rain is coming down sideways can rip off your roof. My money don’t jiggle jiggle, it folds. Do you see how the language of motion is so much more than the term?
Taste and Smell
Taste and smell are two sides to the same coin. Our sense of taste and smell can evoke powerful memories. From home cooked meals to that hard to distinguish metallic scent activate some vivid memories. For me, it’s the distinct smell of diesel and wet asphalt that brings me back to my days in the military. Many advertisers use taste and smell to draw an emotional response in their viewers imagination. For example, when something smells fishy, it usually stinks like a suspicious actor. What color tastes like happy? People buy the sizzle, not the steak. Irish Spring is all the freshness of Ireland bottled. Or Old Spice, smell like a man, man. The language of smell and taste can anchor to memories in particularly effective ways, helping people recall your brand involuntarily for decades.
Conclusion
Are you beginning to understand how these languages entangle with each other to create meaning in our lives? Maybe most importantly to you, your business? When interacting with your customers, you have the potential to be using some or all of the 12 of the languages of the mind. First, you might use the language of motion to get their attention. Then you could use the language of sound to greet them and start a conversation. The words you choose and the tone of your voice will either make them feel welcome or turn them away. If you’re selling a product, you’ll use the language of shape and phonemes to show them what it looks like and how it works. The colors, shapes, and images you use will create an emotional response that can influence their buying decision. You might also use the languages of taste and smell to give them a strong sniff of nostagia. And if you’re really good at sales, you’ll use the language of feel to create a personal connection. In every interaction, we have with others, one or more of these 12 languages rules. And the more we understand them, the better we can communicate with others. If you’re ready to target your market and deepen your communication, then it’s time to book a call with Ryan Chute from Wizard of Ads®.
No results found!
Frequently asked questions
Questions? We’ve got answers.
Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
Ready to transform your world?
(do it - you
deserve this)
deserve this)