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May 10, 2022, 12:35 PM
Gary Halbert ran a radio ad, known as the FATBOY ad, it was hilarious, had Akron in stitches for weeks, played over and over again, and talked about.

Yet, it didn't sell a single product. Gary learned his lesson about making fun of people, at least that way.

Getting people to part with money, is no laughing matter, unless like Dien, you sell tickets to comedy clubs...HA!

We've established folk have things on their mind, and if you address what those things are, and resonate with their PREOCCUPATIONS, you have a far better chance of making a sale.

Sales? Is that what you want?

Influence? Is that what you are after?

LIFETIME VALUE, the magical wonderful results of having satisfied customers who buy from you time and again.

What you say to them, or rather what they see in the first 10 seconds, be it text, video or hear in audio, is going to determine whether they continue with your promotion or not.

In text, the emphasis is on the headline. Grab them by the throat. Gain their undivided attention.
Hit them with a brick upside the head (metaphorically of course).

And that is where EMOTIONAL words happen.

DON'T BE HALF A MAN. Screamed the Charles Atlas ads in the comic books and magazines of yesteryear, along with a STORY, a before and after...

of being HUMILIATED and then beating down the bully.

It may be one of the greatest copywriting templates you can find. Do a google image search to see the variations.

INSECURITY. Not all ads can appeal to people's insecurity, but most can, somehow.

And a story, which is a metaphor for...the journey across the bridge, from the NOW to the THEN.

And get that emotion up front, and you are about to become golden.


P.S. The most run version was THE INSULT THAT MADE A MAN OUT OF MAC.

See, the word INSULT, is an emotionally charged word, you don't need any explanations or long winded meanings...we've all been insulted in some way, and know its sting.

Bully. Chump to champ. Winning the girl. INSECURITY.

Keep the Blair Warren one sentence in mind:

People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions and help them throw rocks at their enemies.

This about online. To get inside their minds, you have to intersect with them.

1 Searches. Search Engines: Google, YouTube, Bing, Yahoo do you use anything else, I don't. Once searched reddit, but...hey, its reddit.
I think MOST people use Google, YouTube and Bing. (and some eBay)

Which is what SEO, google ads, placement, 3 packs and all that jargon is about, and I will say top two pages, if you are on page 3 of the searches, your dead.

2) YouTube. Yes, it is in 1, but it deserves a special mention on its own, it has become or is rapidly becoming the go to search engine for HOW TO.

3) Groups (Platforms): forums, blogs, Facebook, Twitter, Instagram and TikTok and eBay. Or AMAZON, the 800 lb gorilla for shopping online.

So you want to test your promotion online? There are many options for targeting, the more targeted the more expensive it can get.

But whichever platform, or group or place you run your ads, you must KNOW with certainty, your avatar, or Ideal Prospect is THERE.

Don't offer golf putters to pro bass fisherman, eh?

Any of this making sense?


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