Don’t make this mistake in your communications

September 26, 2007 by
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The language of the brain is pictures, sounds, and feelings. If I tell you I saw a pink turtle, your mind will process my statement by creating a mental picture of a pink turtle. However, if I tell you that I did NOT see a pink turtle, you will still see a pink turtle. That’s because the brain can only process positive information. You can’t make a mental picture of NOT seeing something because the brain can’t process negative pictures, sounds, or feelings.

If you tell your child, “Don’t run across the street,” the message their brain sees is “run across the street.” You have planted the visual image of them doing the very thing you don’t want them to do.

Sure, as adults we have the facility to translate the negation of a thought to its positive form, but the additional step involved in doing so means there is a lesser chance that the information you want to communicate will get through.

If you want to communicate more clearly, be conscious not to plant negative suggestions in others’ minds with the words you choose. Speak in the positive. Say “It’s a pleasure” instead of “no problem”. Use the words “Call me” instead of “Don’t hesitate to call.” Tell clients, “The trial will go smoothly,” and not, “Don’t worry about the trial.”

Tell people what you want rather than what you don’t want. Tell people what to do rather than what not to do. When you phrase things in the positive, you will communicate more clearly and you will get more of the results you seek.

There are exceptions, however, and you can use them to your advantage.

The title of this article (intentionally) tells you what NOT to do, and uses a negative, the word “mistake”. In this case, the title is meant to create curiosity or “mental tension” that can only be relieved by reading the article. The title doesn’t tell you what to do, the article does, and you are compelled to read it to find out.

Curiosity is a powerful motivator because our brains want to see what can’t be seen, to find the positive image it cannot see but knows is there.

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Filed Under: Communication, Copywriting Tagged With: ,

Three simple ways to improve almost any ad

September 11, 2007 by
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I cut out this one-inch ad out of a local newspaper:

<<<<<<<<<< BEGIN AD >>>>>>>>>>>>>>>

LOST MONEY IN
STOCK MARKET?

Securities Arbitration
SMITH LAW OFFICE
(555) 555-5555

Misrepresentation, Churning
Unauthorized Trading, Suitability

<<<<<<<<<<< END OF AD >>>>>>>>>>>>>

Not a bad ad. The headline works. It asks a question, which engages the passing reader and identifies them as appropriate prospects.

The ad tells the reader what service is available (securities arbitration for misrepresentation, churning, etc.)

And there’s a phone number the reader can call.

I’m sure this lawyer is getting some business from this ad.

But could he be getting more business? Only testing will provide a definitive answer, but I think he could.

There are three things I would test:

1. PROMISE A BENEFIT

Arbitration is a feature, not a benefit. By itself, it means little of value to the client. What do you get as a result of the arbitration? That’s the benefit, and stating it in the ad should improve response, possibly dramatically.

It may be obvious to you and me that the benefit is that the client could get their lost investment back without the expense of a trial, but in copywriting, nothing is obvious–everything should be spelled out. Might they get their investment back with interest? Even better.

2. MAKE AN OFFER

Offering a free consultation will dramatically increase response to this ad.

Many people won’t call if they think they will be charged to talk to you, and they won’t bother to find out, so if you offer free consultations, say this in the ad.

If you don’t offer a free consultation, other offers (e.g., a "free report") will also increase response.

2. TELL THE READER WHAT TO DO

Studies show that if you tell the reader what to do, more will do it. Tell them to call and more will call.

While you’re at it, I would also tell them "when" to call (e.g., "now," "today," or during stated business hours), and who to ask for. I’d also remind them "why" (e.g., "to schedule an appointment for your free consultation.")

Promise a benefit, make an offer, and tell them what to do–three keys to improving almost any ad.

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Filed Under: Advertising, Copywriting Tagged With: ,
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