In a recent journey from Phoenix to Austin, I found myself perusing the in-flight magazines and catalogs. These publications, always conveniently tucked into the seat pocket in front of you, are filled with advertisements. However, what you may not have noticed is that almost all of these ads disregard a fundamental advertising principle established over a century ago.
As I flipped through one of the magazines, I came across an advertisement for magician Lance Burton, a performer I admire. His shows at the Monte Carlo in Las Vegas are definitely worth seeing. The headline of his full-page, full-color ad read, "You will always remember Lance Burton..."
This headline is captivating. Why? Because it's hypnotic. It's a direct suggestion. Read it again and you'll see what I mean. Isn't it a command?
Moreover, it includes Lance's name right in the headline. The legendary advertiser David Ogilvy advocated for incorporating your product's name in the headline. The rationale is that many people may not read beyond the headline. So if your headline can imprint your message in your reader's mind, your ad will have achieved something, even if it remains largely unread. This might seem like an ego trip for many, but it works for Master Magician Lance. Why? Because he IS the product.
Contrast this with another headline I saw. This one blatantly disregards one of the oldest rules in advertising. Even P.T. Barnum, who passed away in 1891, knew better than this advertiser. The headline on this quarter-page black and white ad simply said, "A Perfect Fit."
What does it mean? Does it engage you? Does it communicate a benefit? If you had to guess what the headline was selling, what would you guess? Go ahead and take a shot....
The ad is for luggage! Unfortunately, you have to read the entire ad to find that out. And the headline isn't intriguing enough to get you to read much of the ad. So that advertiser just lost several thousand dollars in running an ad that didn't work. The truly disheartening news is that this happens every day, by advertisers who are forgetting a fundamental ancient truth in marketing.
So, what is this ancient truth? Simply this: People act for selfish reasons. Appeal to their egos and they will do what you want. Write to their emotions and they will open their wallets.
P.T. Barnum knew this more than one hundred years ago. He included his name in his headlines to help create a brand image for his business. He told you what you would get from seeing his circus or his exhibits. As a result, Barnum became one of the richest men in the world and one of the first millionaires in early America.
Barnum wasn't the only one to profit from appealing to egos. In 1897, Nath'l Fowler, Jr. wrote in his book, "Fowler's Publicity": "Write your advertisements from the customer's standpoint."
This strategy worked in 1897. It worked in 1997. It will work in 2097. It's the greatest advertising secret ever known: Get out of your ego and into your reader's ego and you can GET RICH!
Why Encourage People?
Win taught me that whatever you focus on expands. This was long before the movie The Secret or before the Law of Attraction hit mainstream media. Win called it the first law of psychology. Whatever you focus on will expand.
The Unparalleled Influence of "The Book of est"
In the vast sea of self-help literature, one book stands out as a transformative powerhouse: "The Book of est." This lesser-known tome has not only reshaped my perspective but has also left an indelible mark on the lives of countless readers. It's a book that eclipses even the most renowned titles like "Think and Grow Rich," and for some, it holds a more profound impact than religious texts such as the Bible. This is a bold claim, but it's rooted in the profound personal transformations that "The Book of est" has catalyzed.
Attracting Harry Potter's Magic Guitar
These days I love attracting guitars and playing guitars. I'm fortunate enough to know musicians as well as guitar teachers. Weekly lessons with Guitar Monk Mathew Dixon are a blast. Talking music with guitarist Pat O'Bryan is always enlightening. And meeting luthiers (guitar makers) is also educational and inspiring. (Pic's of Pat and me.*)
