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“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:

1. Objects Carry Essences: Cooties, Contagion, and Historicity – The imagery of John Lennon sitting at his piano expressed earlier is the best example of this.
2. 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.
3. 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.
4. 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.
5. 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
6. 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.

1. 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.

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**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.

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.

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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.

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®.

We all want to be ahead of the game. That can be that one office dude who wants to be the star amongst his ‘Realm of Association’ or peers. Or that can be you, against your competitors in the residential home service industry. However, not all people realize that 'getting ahead' means introducing new ideas to a sometimes stagnant plan. This applies to your business. If you want to conquer your industry, you need people attention so they can actually see what makes you different. _What's that new, interesting, or different variable you're adding to the equation? Why should customers want to try your solution? The answer? New words. That's right, new words. When you use words that pique people's curiosity, you become the person that 'has something to say.' People gravitate towards you for a drizzle of your new wisdom. Customers see you as the business like no other. After all, you say things that others don't. You probably know things that most don’t, especially being an expert in your industry. That's the wonder of spearheading new ideas. By introducing new ideas, you help attract and keep people's attention, cementing your brand into a household name. You rise above the Sea of Sameness. You stand 600 ft. above your competition. Keep reading if you want to learn what they are.

Old vs New

The concept of old vs new ideas came from one of the greatest business and communication minds of the century, Roy H. Williams. In one of his Monday Morning Memos, he said: "Old ideas are carried by old words. New ideas are carried by new words. Old words keep you inside the box. New words help you escape it. "That's how the world operates. All obsolete ideas are defined by the words of their time. In 380 B. C. a Greek astronomer called Eudoxus said the earth was the nucleus of the solar system. It's the center of the entire cosmos and everything revolves around the earth. His concept introduced the first geocentric model of the universe. The thing is, we've seen one too many technological advancements throughout this lifetime. Everyone knows the planets don't revolve around the earth. Now then, how many more people do you hear using the term geocentric, today?**Exactly.**Introducing new ideas doesn't mean making up ‘alternative facts’. New ideas are based on actual real facts. It does mean using new words to tickle peoples’ inquisitive nature. For a business, if you want to introduce compelling ideas about old things, you need to describe them with equally fresh and unique words. That's how you brand your business as revolutionary. You become a trendsetter, and once people start noticing your novel ideas, you evolve into the game-changer. Let’s be honest, innovations in the home services industry might not come by very often. You need a means to set a unique angle, even if the products and services you’re selling aren’t new. This can be done by using new words to portray your services as something no one’s experienced before. Everybody wants to get ahead. If you want to make your business the household name in the residential home service industry, you'll need new ideas. Wizard of Ads® partners are a veritable fishbowl of new, interesting, and different ideas. Book a call.

Remain Inside the Box and Fall Behind the Pack

Let's take a quick look at two marketing campaigns from two different roofing contractors. Roofing contractor 1 says: "We have a new metal shingle that not only looks like highend slate, but weighs four fifths less than slate. This will allow you to install your new roof in one day on your existing truss system without even having to remove the asphalt underneath. While it costs 50% more than asphalt up front, it is half as much as slate, and comes with a non-prorated 50 year warranty. This makes it cheaper than both asphalt and slate in both total cost and cost of ownership because you’ll have to buy 4 asphalt roofs and make numerous repairs to slate in the same time period. Not only will you have the nicest looking house in the neighborhood, this roof will add a one-for-one return on investment to your home, creating instant equity. What asphalt roof will do that?” Roofing contractor 2 says: "For all your roofing needs, our team of reliable and fast-acting workers are here to help. We have convenient hours, offer free estimates, and financing options. We only install 25 year shingles to give you peace of mind. Whatever roofing solution you may require, your roofing wish is our command." Both roofing companies offer value, but who would a customer rather choose?Introducing novel ideas like the "metal shingles that look like slate" already gets the first business ahead. New ideas like this make people wonder what you're selling. It keeps customers on the edge of their seats. It creates the illusion and pre-conception that a business's set of services is one-of-a-kind and no other companies offer it. That's the power of new ideas. It creates an unrelenting brand that automatically sets you ahead of your competition. Even if customers don’t do intensive research, they already have a perceptual reality that you’re the solution to hire. Let's face it, all businesses nowadays use the same words to describe ideas. Like target customers, demographics, gross impressions, and unique selling propositions. If you want to remain boxed and compete with other businesses within the same enclosure, be my guest. Use the same terms. Don't differentiate yourself. However, if you want to escape the box and explore uncharted territory, learn new words.

Learn the New Words

The only question that matters now is, do you want to keep up with the times or do you want to get ahead of the curve?Here are the new ideas you may want to get behind and use for your branding:

Felt need

These are the desires in the heart of customers. They are deemed necessary by customers to correct any deficiency they perceive in us. Everyone has respective needs, but felt needs are universal. They are often these three things: money, energy and time. When your customer's have their felt needs MET, you are actually selling ‘happy’.

Relevance

Relevance is more than the pertinence of a business to employees, customers, and stakeholders. It is also the degree a business or solution addresses a client's felt need. In other words, a rendered service is relevant if it meets or exceeds your customer's underlying felt need (money, energy, and time). In short, it matters if you solve their perceived problem.

Credibility

Credibility is the degree to which a message is believed. It is a measure of how trustworthy you are as a business and how reliable your services are to your marketplace. You attain credibility by under promising and over delivering, exceeding your customer's expectations. No amount of new ideas will cover up a substandard service for long.

Impact quotient

Impact quotient is the combination of relevance and credibility. The more relevant and credible your business is, the more you become the frontrunner for a service. Your impact quotient will go up with the right combination of new words. This is what we call the stickiness of words.

“It’s not what you say, it’s how you say it.” — Roy H. Williams

Competitive environment

Yopur competitive environment is the objective assessment of two key things:

1. Your specific market conditions
2. Your standing in the market relative to your competition

In other words, it's the strengths, weaknesses, opportunities, and threats of your company compared to the strengths, weaknesses, opportunities, and threats of your competitors. This includes your reputation, product or service lines, and brand awareness.

Limiting Factor

These are the elements or aspects of your business that holds you back. Derived from Liebig's law of the minimum. It says, your overall productivity is not measured by the abundant elements but by your most limiting resource. Where are your bottlenecks, breakpoints, and blind spots?

Unleveraged Asset

It's the ace you have up your sleeve that you’ve yet to play. Something that, when used effectively, will give you a significant competitive advantage. This is one of the most powerful tricks you can play to move to first place.

Core Competence

Your CORE Competence is what you do consistently well. This is what you are known for. Very often companies make the mistake of diversifying their offering so much that their impact quotient drops. Sometimes it’s because they are confusing their prospects. Sometimes it’s because they come across as generalists, not specialists. Southwest Airlines stay focused on regional flights with no seat assignments or food service. Just fast, easy service. That’s their CORE Competence. What’s yours?

Market Potential

The total dollars that are up for grabs in your industry or business category. This is the amount of money you and your business rivals are competing over. One way to measure this is through your [NAICS code](https://www.census.gov/naics/#:~:text=The%20North%20American%20Industry%20Classification,to%20the%20U. S.%20business%20economy.). NAICS or North American Industry Classification System is a six-digit numerical code that classifies businesses by industry. This code reveals the size of your potential market.

Share of Voice

Share of voice is the percentage of all business advertising in the category. It's the clout that a business or an advertiser has on the public. Location visibility, word-of-mouth, signage and impact on the industry, are included in this metric. When you can boost your share of voice in your market to the correct frequency, you will stand a greater chance of going from name recognition to a household name.

Share of Mind

The percentage of how much business owns the mind of the general populace. In other words, the mental real estate a business has in the target audiences mind. A higher share of mind means a higher conversion possibility with every published ad. It is measured by the equation: Share of mind = Share of voice x impact quotient

Share of Market

Share of market is how much an advertiser or a business owns from the total business in a category. Basically, the percentage of how many dollars you siphon from the market potential. Once you have total market potential dollars for your industry, take your topline revenue for the same reporting period and divide it into the market number to calculate your market share. Share of market = Your revenue / Market potential revenue

Authenticity

Authenticity is the measure of your overall realness. It's about how your prospects perceive you, based on who you say you are or what you say your business is paired with reviews and personal experience. The more authentic you are, the more trustworthy you appear in the eyes of your potential buyers.

Transparency

Transparency is a measure of truth. It's about a business showing their flaws along side their strengths. It's the admission of a downside rather than concealing or ignoring it. For businesses, being transparent and admitting their flaws and the flaws of their industry boosts credibility.

Personal Experience Factor

The personal experience factor is the buzz made by past customers regarding their experience with your business. Here's the challenge: If your buying experience doesn't align with the declared authenticity you present in your marketing, you lose credibility. You need the word on the street to coincide with your messaging. Do what you say you’re going to do, and then a little bit more.

Ad-speak

Ad-speak is yesterday's advertising style. Ad speak includes unsubstantiated claims, generalities, education, and facts about your business. Ad speak is what makes ads sound like ads — and be ignored. They don't hold any weight, making them impressively easy to ignore and forget. These can be marketing cliché’s and generic phrases. For example, saying, “we're different” or, “the ones you can trust”, sound untrustworthy.

Curse of Knowledge

Those with the Curse of Knowledge know too much to make their communication as effective as it could be. These are the blinders that come with gaining expertise. Often those cursed are very intelligent, with an unwillingness to accept new, interesting, and different information. We see many business owners who have adopted obsolete strategies that no longer work that are predisposed to stick with what they know. It's about sticking with the status quo and being blindsided in the face of innovation or proven, yet ignored principles for shiny new tactics.

Brandable chunks

These are the vivid and recurring lines used by the Wizard of Ads™ for businesses that help define the brand. Taglines and slogans are acceptable in some situations, but brandable chucks ad further context and strategy. Brandable chunks allow your business do have a more dynamic narrative than being limited to one slogan.

Black Words

Black words are those empty words that don't contribute to a colorful and desirable mental perception. Every word that a marketer or business publishes should inform a customer's ideal perceptual reality. Businesses should remove black words from advertisements to make their concepts shine more brightly.

The 4 Keys to a Rainbow Future

If you want to be the leader in your industry, you only need 4 things. Everything else stems from those qualities. Here are the 4 keys to your rainbow future:

1. Remain relevant — Have the business and solutions that meet your audiences' felt needs,
2. Protect your credibility — Be the symbol of trustworthiness and reliability in your industry.
3. Speak to actual felt needs — Your advertising strategies must speak directly to your audience's felt needs. They must soothe their pain points and caress their pleasure points.
4. Do what you say you will do — Authenticity is key. Make every effort to prove that your business is what you say it is. Overdeliver. Exceed expectations.

Everything written above is anchored on good business and marketing. Make sure you're equipped with the skills and experience to etch your business as the front runner in your industry. Wizard of Ads® can produce the new ideas to make that a reality. Book a call.

We get that notification. A 1-Star Google review. Well shit. That ungrateful turd. They have no clue what it cost to run a business. They don’t care about hurting a small business. Their ‘facts’ are wrong or misleading. You got all the negative emotions bubbling up to the surface. It’s natural for you to feel that way. It’s actually impossible for you to not feel something. Human’s never have and never will have the ability to control the chemicals released from our lizard brains. It’s baked into our DNA. Emotional control comes from how you deal with the surge of feelings. So go on and have your negative emotions. It’s helpful to work through the feelings. It’s what you do next that matters for more. Negative emotions can be helpful if you know how to express them correctly. You don’t have to know how to control your emotions. You need to know how to pivot from them once you get them. So this won’t be an article on how to make yourself cry. If you choose to flame out a reviewer online, you might want to consider learning how to express your emotions more effectively. After all, negative emotions are a part of life. They're not going anywhere and neither are those 1-Star Google reviews. So, what's the best way to express negative or different emotions to a 1-Star Google review? We’ll it starts by going back to your 3 CORE Priniciples– helping people win in a trustworthy and grateful manner. Counterintuitively, that includes the occasional knuckleheads you’ll have to deal with, too. Google reviews are a demonstration of your company’s character. It is far less important that you are right, and considerably more important how others perceive you handled the problem publicly and privately. Do you want your next prospect to read a 1-Star Google Review and make the judgement that you are a terrible place to deal with, or do you want them to go, that reviewer is unreasonable and crazy, I would use this company? So, what's the best way to express your position without allowing negative emotions to creep into your response?

Relationships Matter

"Spoken words land softly on their feet like a cat falling from a tree. But written words often land with a thud, and the crack of a fractured relationship."– Roy H. Williams

When you're feeling negative emotions, it's important to remember that your words carry a lot of weight. Whether you're writing an email, sending a text message, or responding to a 1-star Google review, the words you choose will significantly impact other people's perceptual reality of your business. It will help if you thought about how to process those negative emotions outside of your responses. One effective way is journaling to process your emotions and writing about your feelings and emotions instead of posting them publicly. When you know how to write about emotions you can express your feelings more constructively. Write down your feelings in a journal or talk to a trusted friend or team member about what's happening before responding irrationally. If you're feeling negative emotions like anger, sadness, or frustration, finding healthy ways to cope is essential. Putting these emotions into your responses to 1-Star Google reviews will only worsen the situation and damage your relationships with other potential customers. Choose your words carefully and avoid using negative language in your marketing materials. If you'd like, we can assist you in creating an emotionally intelligent response to 1-Star Google reviews that won't be all rainbows and unicorns, book a call with Ryan Chute of Wizard of Ads® today.

Never Put a Negative Emotion in Writing

"The ax forgets, but the tree remembers." – African proverb

The great Roy H. Williams would like to warn you never to put negative emotions in writing (at least not in your 1-star Google reviews). You see, when you put a negative emotion into your responses, it's like an ax chopping down a tree. The tree may forget the pain of the ax, but it will remember the scar forever. You don't want to be the company who leaves scars on their audience. So please, never put a negative emotion in writing. It will only have more of a negative effect than good. If you're not sure what I mean by negative emotions, let me give you some examples:

• Anger: "If you want us to come rip it out we will. Just try me."
• Bitterness: "Maybe you just want to hurt small businesses."
• Confusion: “I have no idea what you are talking about.”
• Contempt: "You're nothing but a hateful jerk."
• Despair: "I'll never be able to fix your thing for such a cheap price."
• Fear: "I'm afraid you just don’t understand how much it costs to run a business."
• Frustration: "We’ve called you 5 times, left 4 voicemails, and sent 3 emails with no response from you. You must not want to resolve this matter."
• Guilt: "I can’t believe you would do this to an innocent small business."
• Hatred: "People must hate you. We sure do!"

These are just a few of the many negative emotions that can do severe damage to your business. When you're feeling any of these types of emotions, take a step back from your keyboard and cool off. Being angry is 100 percent normal, but gaining emotional control is essential before typing out a response. If you just can’t resist the impulse to unload on customers publicly, it can be helpful to talk to a therapist about the emotions you're experiencing. If you think about it, talking about how to express your feelings or how to control your emotions is safer than writing it out (in general) in a 1-star review. Remember to focus on the positive when you're ready to write your responses. Write about what you believe in – what you stand for and what you stand against — not what you feel in the moment. Use language that inspires and motivates, not language that puts people down. If you can do this, you'll be well on creating powerful responses that work to grow your business. Negative emotions also seep into your responses through the passive aggressive words you use. For example, if you immediately assume the person is a dummy, you could come across as condescending and flippant.

Don't Put Negative Emotions Into Your 1-Star Google Reviews

"If relationships matter to you at all, don't put your negative emotions in writing." – Roy H. Williams

Putting negative emotions into your 1-star Google reviews is a surefire way to turn people off. No one wants to read a response to a negative review that's full of negativity. Using negative words can make it seem like you're not trustworthy or grateful. People want to know that you’re there to help them win, not endure your world view. Some common negative words to avoid include "hate," "disliked," "worst," and "terrible." Using any of these words will make it seem like you're not happy with your product, which will make potential customers less likely to want to buy it. It's also important to watch out for words with a negative connotation, even if they're not technically harmful words. For example, "can’t" is often used in responses, but it has a negative connotation because it makes it seem like you’re incompetent or unwilling to help.

Be That "Someone Else"

"If you want to be that 'someone else,' learn to write ads that make people feel good about themselves, their future, and you." – Roy H. Williams

One of the most important things you can do when writing a response to a 1-star Google reviews is to focus on making the reviewer feel good about themselves. That means using positive and upbeat language and avoiding anything that might make them feel bad about themselves. You will never change a person's behavior until you change their beliefs. For example, words like "failure," "loser," and "reject" are all likely to make people feel bad about themselves, and you should avoid them. Similarly, words like "success," "winner," and "achieve" are much more likely to make people feel good about themselves and are more likely to get them to take action. In short, when writing your responses to 1-star Google reviews, always keep in mind your customer's emotional state and make sure that your response is likely to make them feel good about themselves. That will increase the chances that they (and others) will take the action you want.

"Win the heart, and the mind will follow. The mind will always find logic to justify what the heart has already decided." – Roy H. Williams

How About Those Who Say "Negative Emotions Improve Their Writing Process"?

Some say, "Negative emotions improve my writing process." While it may work for some people, this is not likely the case. Its far more likely that it is a selfish and indulgent way to offload negative emotions that they haven’t come to terms with in their life. The fact is negative emotions block creativity and make it harder to come up with good ideas. This is known as survivor mode thinking. On the other hand, positive emotions open up the mind and make it easier to think creatively and make more complex and high quality decisions. Therefore, if you struggle to come up with new ideas or feel blocked creatively, try focusing on positive emotions instead of negative ones. You may be surprised at how much easier it is to come up with new and innovative solutions when you're in a positive state of mind.

Emotion = Creativity?

Emotions influence the way we process information, and the way we view the world. Positive emotions don't necessarily equal creativity, but they are interconnected with effective decision making. Negative emotions block our creative thinking when we succumb to them. So if you're having trouble responding positively to 1-star Google reviews, it may be worth exploring your emotions and seeing if anything is blocking your decision making. Once you identify what's causing the block, you can start to work on removing it and think more dynamically again. If you're in the home services industry and feel stuck with your marketing strategy, book a call with Ryan Chute of Wizard of Ads® today.