When We Design Ads, Talk With Prospects, Or Write Copy, We Are Trying To Move This Person, Right?

The second decade of the 21st century is most likely the most competitive one since Madison Avenue style advertising transformed the corporate world back in the heyday of television and magazine advertising typified by the quintessential ad: The Marlboro Man.

No words were necessary, the image of manliness conveyed all that was necessary to cause young men and women of the 60's and 70's to light up by the hundreds of thousands. Strangely, the appeal was to both men and women. The power of this ad lies in its wordless appeal to many levels.

And that is exactly what our copy, our advertisements, our conversations need to do: appeal to the unconscious mind of our customer. We want to move our customer from her unengaged, passive state to one of action, of making a decision... now.

How?

We need clear and congruent messages so that the unconscious mind of our customer can do what it is programmed to do.

Jay Levinson reminds of several critical steps in the mind of a customer looking to purchase a product.

1. Our customer, like us, operates mostly at an unconscious level.
2. That means she thinks with lightning speed.
3. And on many levels.
4. Many, perhaps, most, of these levels are composed more of emotion than of the linear, logical process we call thinking.
5. By the time we push the buy now button, we process of making the decision differs in accordance with our personality but the decision itself is generally one driven by emotion.
6. And it's this type of emotion or unconscious thinking, that we need to trigger by our voice, our words and our copy:
• This looks right.
• I think I can trust this person.
• Just do it, I've analyzed this enough.
• I like this, it will help me.
• I think this is a fit.

Dr. Lin Wilder is a former Hospital Director, now full time internet marketer and writer. If you liked this article, Lin suggests her new book, Secrets to Email Marketing- http://www.amazon.com/dp/B0083KDUE2. Lin can be contacted at lin@linwilder.com.

Lin invites you to join her mailing list by sending a blank email to leadzine@aweber.com.

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