Should I or shouldn't I...

[Dien Rice]

Hi Gordon,

Wow, this is a big point... I'm going to have to try using this myself...

People's insecurities I think can explain the popularity of a lot of things...

You just need to look at a lot of popular political radio and TV shows (on both sides) to see this!

You've opened my eyes to something I hadn't quite realized before...

Thanks Gordon...

Best wishes,

Dien

Originally Posted by GordonJ

Thanks Dien.

Now this: a secret I revealed earlier this year...

The single greatest action response mechanism is an appeal to ....

wait for it...

insecurity.



Applying the secret does require a little thinking. Pop culture moments, and even news events, such as today's Rittenhouse acquittal have a short time cycle although they can create ongoing debates. Such as gun control.

Be it the control of a prop gun on a movie set or the publically carrying an assault rifle (like they do in 3rd worlds, like Afghanistan??) to a rally/protest/march...

As seen through a marketer's eye, they have limited shelf life, although as with the gun debate and the 2nd amendment and all, a lot of money to be made taking a side and beign loud about it.

But on close examination, we can see the insecurtiy lurking in the Rittenhouses of the world.

No matter what one is offering, if they look for that little bit of human fraility that chink in the human armor, where all of us have a bit of the insecure in us...and an APPEAL is made to that...it is a powerful motivator, one of the fastest triggers to be pulled to get a reaction.

So, we can be aware of TOPICAL preoccupations, but their best use is to tie them to a deeper more lifelong preoccupation such as money, or health or ego...then we have a one two combo knock out punch.

Now there is a realative new aspect, the vicarious living through celebrity which may be an affliction of the Alphas.

Anyhow. I think many, if not most, who visit SowPub business forum, have some money making business in mind, and my opinion is they are being well served here.

Gordon

[GordonJ]

Now that your eyes are open, stare at this for a minute...

Judgements.

It is almost 80% of the foundation of insecurity.

Take Bud's weight loss ads. Some of his best started out about being fat shamed...or embarrasment. Think of the Charles Atlas ad about having sand kicked in your face...

the easiest way to get attention is to use an image (let the reader create this in her mind) of their insecurity related to that promotion.

Read a list of the all time great ads, and you quickly see that my 80% is probably way LOW.

After enough money is made to take one up a color on the Maslow Pryamid and before self actualization where they give the money away...lies the vast majority who feel those above them are judging and maybe even laughing at them...maybe for make MISTAKES in English (old ad reference).

But the real secret is not only knowing this...but using specific words or specific preoccupational interrupters at the intersection. Being stared at is very different from being seen, although both refer to someone looking, eh?

It is hard to keep these right in front of you to use while crafting messages, but sometimes a WHITEBOARD with a little POP on it helps, the POP should have the Target's insecurity around their bubble.

It is all starting to make sense.

Isn't it?

Gordon

Originally Posted by Dien Rice

Hi Gordon,

Wow, this is a big point... I'm going to have to try using this myself...

People's insecurities I think can explain the popularity of a lot of things...

You just need to look at a lot of popular political radio and TV shows (on both sides) to see this!

You've opened my eyes to something I hadn't quite realized before...

Thanks Gordon...

Best wishes,

Dien

[Dien Rice]

Hi Gordon,

This is GREAT!

I started going through some of my favorite ads in my own ad collection (or "swipe file")...

And you're right - being negatively JUDGED is a big emotional appeal that many proven direct response advertisers appeal to!

By the way, for those who are looking, you can see some Bud Weckesser ads here...

https://swiped.co/person/green-tree-press/

I'm definitely going to add this approach to my own ad-writing...

This is powerful...

Thanks Gordon!

Best wishes,

Dien

Originally Posted by GordonJ

Now that your eyes are open, stare at this for a minute...

Judgements.

It is almost 80% of the foundation of insecurity.

Take Bud's weight loss ads. Some of his best started out about being fat shamed...or embarrasment. Think of the Charles Atlas ad about having sand kicked in your face...

the easiest way to get attention is to use an image (let the reader create this in her mind) of their insecurity related to that promotion.

Read a list of the all time great ads, and you quickly see that my 80% is probably way LOW.

After enough money is made to take one up a color on the Maslow Pryamid and before self actualization where they give the money away...lies the vast majority who feel those above them are judging and maybe even laughing at them...maybe for make MISTAKES in English (old ad reference).

But the real secret is not only knowing this...but using specific words or specific preoccupational interrupters at the intersection. Being stared at is very different from being seen, although both refer to someone looking, eh?

It is hard to keep these right in front of you to use while crafting messages, but sometimes a WHITEBOARD with a little POP on it helps, the POP should have the Target's insecurity around their bubble.

It is all starting to make sense.

Isn't it?

Gordon