Breakthrough advertising reading notes

Written by Keith McDonnell. Last updated on Sunday, November 11, 2012.

= Breakthrough advertising

== Questions

How can I use this information?
- Write langing pages
- Write adwords ads
- Write blog posts
- Marketing insight

What will the output be?
- notes file
- RoR training landing page
- RoR training google ad

== Notes

ch 1: It’s all about desire

Easier to fulfill existing demand than create new demand.

It’s all about desire

Find most powerful desire & acknowledge/Reinforce/Satisfy

Find the ONE dominant benefit
And make sure it is UNIQUE
And that is your lead
Stress Benefits not Features

1. What is the mass desire that motivates your market?
2. How much does your market know about your product? (Their State of Awareness.)
3. How many similar products have they been told about before?

ch 2: prospects state of awareness

Wants Benefit; Doesn’t Know of Product
- Focus emotion and give it a goal
- Crystalize Desire into a catchphrase

Has a Need; Doesn’t See connection to product
- Problem solving ad
- Connection to Product
- Name Need/Solution
- crystalise/dramatise need
- make product the only solution

ch 3: Market type

First in Market
- New Technology
- Repurpose Prod
- New Medium
- New Performance/Benefits
- Be Simple, Be Direct!

What market type am I? Existing (performance enhancement on existing delivery methods)

Mature market
- New delivery or mechanisms

ch 4: Stronger headlines

=> Use examples of most popular affilliate ads from Adwords book

ch 5: growing headline ideas

Strenghtening your headline

Key Point: Find the ONE Vital Fact – Generality is Death

Motivation/Market Research: Know your prospect intimately – test smaller ideas

(Learn Rails/Be a Rails developer) in (6 hours / one day)

You have now built vour headline. You now have a means of stopping your
prospect—of bringing to a momentary halt all the diverse activities of
his mind—of focussing his attention, at least for a moment, on a single
thought. This is the job that you have designed vour headline to do—not
to sell, or identify your product, or even mention the need or desire that
your product satisfies—but simply and solelv to flag down your prospect,
and get him to read your first paragraph. From that moment on, your body
copy does the selling. It does this by altering your prospect’s vision of
reality. It creates a new world for your prospect—a world in which your
product emerges as the fulfillment of the dominant desire that caused this
man to respond to your headline.

ch 6: Inside your prospects mind

Make them WANT
Deeper hope & dreams
Dont try to teach – make your case fit exisiting beliefs (ie dont enter a new market)

ch 7: Intensification – strenghten desire

Present claims
First present the product or the
satisfaction it gives directly—bluntly—by a thorough, completely detailed
description of its appearance or the results it gives.

Put claims into action
To show, not only how the
product looks, and what benefits it gives the reader, hut exactly how it
does this.

Bring in the reader
Or, if vour product lends itself to
this kind of treatment, put your reader right smack in the middle of this
product-in-action story, and give him a verbal demonstration of icJiat will
happen to him the first day he owns that product.

Show Him H o w to Test Your Claims 4. But there is still more room to expand
the image along these lines. Turn the demonstration into a test. Let your
reader visualize himself proving the performance of your product—gaining
its benefits immediately—in the most specific and dramatic way possible.

Bring In an Audience
Case studies
Well known people

Show reader testing limits

Show expert approval

Compare, Contrast, Prove Superiority
Each new approach suggests others. The
competition can be carried into contrast. The disadvantages of the old
product or service can he laid side by side with the advantages of the
new— throwing these advantages into sharp relief.

Show how easy it is stressing the ease of application, and contrasting it with the
tremendous benefits that that application gives you


“I want to do what you do” → create cool apps, run side businessess, knock out
web app quickly

A copy writer’s first
qualifications are imagination and enthusiasm. You are literally the script
writer for vour prospect’s dreams. Your
job is to show him in minute detail all the tomorrows that vour product
makes possible for him

ch. 8: Identification – fullfill deep desires



Here display is vital—because none of these achievements is obvious. Quite
the opposite, they are immaterial and invisible—mere titles, roles, bundles
of privilege. But that potential must first be
translated into physical symbols of success, for everyone around us to see

Take primary product image and multiply by intensifying

the graphic designer
The job hunter (CV, portfolio)
the web developer

Github a/c

Identify with people – YOU (as trainer) and the people you associate yourself
with. Get out there and hustle. Attend conference & meetups for Rails/Ruby,
business startups, graphic design, usability. Choose who you follow online.

The Roles Your Prospect Desires What, exactly, is this process of Identification? Quite
simply, it is, first of all, the desire of your prospect to act out certain
roles in his life.
=> Seth Godin: 37 signals are not selling software, they’re selling rebellion.
Targeting unhappy office workers.

And how do you utilize this longing
for identification when you write your copy? In two ways: First, bv turning
your product into an instrument for achieving these roles. And second, by
turning that product into an acknowledgement that these roles have already
been achieved.

Every product you work on should offer vour prospect two
separate and distinct reasons for buying it. First, it should offer him the
fulfillment of a physical want or need. This is the satisfaction your product
gives him. And second, it should offer him a particular method of fulfilling
that need, that defines him to the outside world as a particular kind of
human being

Student/Alumni page => Githib public organisation

How else can people identify with your service?
- Public web pages (White Belt alumni)
- github a/c
- blog
- heroku apps

How do you create prestige for your product (ThoughtBot level of prestige), become
a Rails contributer, run successfull online businessess, good UI.

Other top flight apps built in Rails.

Dominant image for success → SUCCESSFUL apps & businesses, achievement, cool,
not nerdy, women.

ch. 9: Gradualisation

This process of
starting with the facts that vour prospect is already willing to accept, and
leading him logically and comfortably through a gradual succession of more and
more remote facts—each of which he has been prepared in turn to accept—
is called Gradualization.

The first of these dimensions is Desire—want, yearning, motivation—with
specific goals and/or cures in mind—with the prospect begging to be
shown how to obtain them. It is the copy writer’s job to make sure the
path to these goals goes through the product—and to make sure that the
prospect can visualize every drop of satisfaction that their achievement
will give him. The second dimension is Identification—the need for
expression and recognition—unformulated, unspoken, at least partially
unconscious—searching for symbols, definitions and embodiments. It is the
copv writer’s job to crystallize these seldefinitions and emboch’ them in his product—so that the product may be used,
not only as a source of physical satisfaction, but also as a symbolic extension
of the personality of the prospect for whom it is intended.

The need to believe— and the need for secure
beliefs—is just as powerful an emotional force as the strongest desire for
physical satisfaction, or the most urgent search for expression

one fully-believed claim will sell more goods than all the half-questioned
promises vour competitors can write for all the rest of their days

What are “the facts” or beliefs of your prospects?

That every claim, everv image, every proof in your

ad has two separate sources of strength—
1. The content of that statement
2. The preparation vou have made for that statement—either by
recognizing that preparation as already existing in your prospect’s mind,
or bv deliberately laving the groundwork for that statement in the preceding
portion of the ad itself.

And, because of this fact, we can strengthen the power of each of these
statements in two separate ways—
1. Bv increasing
the intensity of its content—by making greater promises, bv portraying
more dramatic images, by offering more compelling proof;
2. Bv changing the place or position or sequence in which that statement occurs
in the ad—by strengthening the groundwork for belief in that statement
by the material which precedes it—and therefore increasing the intensity
of belief given to it— the immediate acceptance of its content, without
question, when the prospect encounters it in vour ad.

New Definition of Awareness We now know that Gradualization is the art of
starting your ad with a statement that will be immediately and
entirely accepted, and then building a chain of subsequent acceptances upon
this first statement.

The purpose of this chain of acceptances is to lead your
reader to a goal conclusion, which he will then accept, but which he would not
as readily or as thoroughly have accepted without the preliminary statements.

This quest for acceptance begins, of course, with vour headline. This
all-important first statement that you make—this meeting place between your
story and your prospect—must not only be capable of awakening interest
and desire, but of being accepted at the very first glance as being true.

Interest and believability—these are the two requirements that determine
your headline.

We have already discussed these requirements in Chapter 2,
on the State of Awareness of our market. We can now redefine this State of
Awareness as readiness to accept.

And we can now say—especially in the
Fifth Stage of Awareness—that the effectiveness of your headline is as
much determined by the willingness of your audience to believe what it says,
as it is by the promises it makes. This is the reason that you cannot always
use the most powerful claim in your headline. Or even the very problem that
your product solves. Because without supporting evidence already existing
in the mind of your prospect to prepare him for that headline claim, he
just won’t believe it. Either he’ll believe that it’s exaggerated or false,
or he just won’t believe it applies to him.

This fact—that your most powerful claim does not always
make vour most powerful headline—is a paradox that many copy writers
still cannot accept.

Gradualisation → aka tell a leading story, laying the ground work.

Unlock the power of Rails → keys to the kingdom

=> What is the appropriate sequence of claims for RailsDojo?

=> What are the existing beliefs for those wishing to learn Rails?

Start: Learning Ruby is hard?
Conclusion: I can teach you how to teach yourself.

Address the customers fears:
- is this course any good
- what if its not
- who is this guy
- will I be any better afterwards

1. To show how the goal-conclusion—the introduction of the product claim
itself—may be made far more effective if it is delayed till the prospect has
been prepared to accept it. And 2. To show how this full acceptance—this
willingness to believe without question-can gradually be built up, layer
by laver agreement by agreement, by use of the proper structure.

Add Believability By…
Inclusion Question: “Have you ever…?”
Detailed Identification:
Laundry list of problems
Contradiction: “It’s a new world…”
Logic words: actually,therefore, discovered here’s why, proven by, in fact
Syllogism: Build it up: “You know A is B And that means B is C. But now, C is D!”
Others: If/then, echo strong proofs, pour on strong proof.

Mechanization: how does your product work?

Here your mechanism is not so well known, or not known at all, and you can’t
simply name it. You have to go into more detail; you have to describe it.
So you have the classic situation of Promise—Reason Whv. You build a
strong, quick promise—and then you follow up with the reason why you can
deliver that promise.

Ch 11: Mechanization (System)
Give it a Name
Describe the System
Feature the System

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