HYPNO-TI$ING: The Secrets & Science Of Ads That Sell More - Ep. 46

Foreign. Welcome back, everybody, to CPG Insiders. So today we are going to be talking about the upcoming book Hypnotizing the Secrets and Science of Ads that sell more with Dr. Mark Young. That's right. Doctor.

Well, I can play doctor. I'm not the type of doctor that makes you feel better. Well, sure you do.

You never know. You never know.

Doctor makes you richer.

That's it. And that makes people feel good.

People feel. Exactly.

So, yeah. So Mark's got a great book coming out here this week, actually. So please go out and get it. We're going to tell you some more. But what I want to do is start off with Mark, if you could. The book Hypnotizing. What motivated you to write the book?

It's a good question. First off, the book is actually a piece of work derived out of my PhD thesis, which was far less approachable and far more convoluted to read. I know this one is easier to read and more approachable, but it's also been. It's a culmination of several years of passion that I've had about how can we make advertising better. I get frustrated because one, I see lots of bad advertising and two, I don't want us to ever be the source of that. So I want us to make good advertising. But people look at this very wrong. And let me give you an example. Why do people advertise? The goal of advertising is we should be helping people discover new products that will make their lives better.

Okay.

So an example is we're not going to sell arthritis cream to someone without arthritis. But if we show this new arthritis cream to someone who has arthritis, how can we help them overcome their own fears? So this is kind of where hypnotizing comes in. When we look at neuroscience, neuro, linguistics, programming, hypnotic language patterns, and we look at like some of the work of Richard Bandler, one of the founders of neuro linguistics programming. Richard makes a very compelling argument that the number one fear that humans have is the fear of change. So when you see someone who's addicted to drugs, and let me back up, people make all their decisions for two reasons for seeking pleasure or avoiding pain. And avoiding pain is the stronger emotion. So we will do more to avoid pain than we will to seek pleasure.

That's why the news programming is the way it is.

Absolutely nobody buys good news station. So we look at somebody who's addicted to drugs. We look at a drug addict and the first time they use drugs, they were having fun and seeking pleasure. Once they became addicted to the Drug. It's no longer about seeking pleasure. It's about avoiding pain. And it's the avoidance of pain that keeps them reusing it. Because eventually using a drug is ruining their life. Relationships are falling apart. They're losing their job. They've lost their driver's license. So if your goal was seeking pleasure, then you would say, well, this isn't working. I'm going to stop doing it. But no, your driver's avoiding pain. And they don't want to go through the pain of the withdrawal. They don't want to go through the pain of what will life be without it. What problems in my life will I have to now face? Because I'm not able to paper over them with narcotics or with alcohol? So we have to start with people function from these two places. Then we have to look at our advertising and say, I. Okay, we need to identify people that are in our demographic, people who really can benefit from us. Now that we've identified them and we've gotten them to raise their hand, now how can we talk to them in a fashion? And this is not about tricking them. This isn't about conning them. How can we communicate to them at such a deep level that we can help them overcome their fear? Because people are afraid of making a bad choice.

So let me ask you this then, because you mentioned earlier that you see a lot of bad advertising out there. So what is the reason that most advertising fails? Or how are you defining that as bad advertising?

So one of the problems we have in our business, Justin, is the advertising industry, by and large, is flooded with frustrated novelists and movie makers. The ad industry and entertainment industry are closely intertwined. And we both work with celebrities and we both shoot video, and we both do funny things. And we're both creative, very similar. Just advertisers do it in 30 seconds and movie makers are doing it in two hours. So they tend to attract a lot of the same people. The problem becomes the frustrated novelist. If his focus isn't on selling, then he's got his focus on storytelling. How many agency websites have you gone to where their story is? We're storytellers. We create stories that have deep meaning that reach people. That may be okay, that may be true, but it only matters if it sells something. The other thing in our industry, because we have so many frustrated movie makers and novelists, we have people that are out chasing awards. So it's a big thing. I want to get an Addy Award. I want to get a Telly award. I want to get this Award that award and add this to my resume. Rarely are the ads that get the awards ever the ads that get the most results.

And you mean sales.

Yes. Why? Because the people who vote on which ads win are peer groups from the ad industry that are all voting and measuring this stuff like they're voting for an Emmy award. Sure. Oh, my God. Look at the way they used animation. Oh, look at the way they use that talent. Oh, look at the, the way they took garbage bags and made this interesting, you know, background in this. And they don't. And never. And let me back up. This agency probably has 30, 30 awards. We got awards all over the building. Never has anyone said how much did it sell. Not one application for an award has ever said, did it work.

There may be some companies and brands out there that don't use sales as their measurement. That is their choice. Okay.

There are some companies that do that and they want to measure top of mind awareness. They want to measure intent to sell.

And that's okay.

That's not who.

That's not who we are.

That's not who we are.

No.

Our clients come here because we're going to put money into advertising this week and we need to see a return on it next week. Right. So again, as we've told our audience before, ad agencies don't build brands. Great products build brands. Great service builds brands. What an ad agency does is operate as a dating service. So what does match.com.com gets you that first date?

Right.

We'll get you as many first dates as you'd like. You need to get the second date. You need to go steady, you need to get engaged, you need to get married. Same process with a brand. Our job is we're going to get people to try your new salad dressing once. All the advertising in the world will not get a second trial if they hated it the first time.

In your opinion. When we talk about bad advertising or advertising that fails, it's advertising that is so focused on the story and entertainment and less about what we'll say. Reaching that consumer on that deeper level that you were talking about earlier. Sure.

Nissan ran a campaign years ago, some people might remember was an amazing campaign. It was done in 3D animation back in the time when like Shrek and Toy Story were just coming out and they had Barbie, Ken and GI Joe. And Barbie and Ken were standing there and cool GI Joe pulls up in his new Nissan and Barbie jumps in the toy Nissan with toy GI Joe and leaves sad Ken on the side of the road and all Regards, I Think most kids would say GI Joe's cooler than Ken anyway, but Ken's got his little sweater tied around his neck and he's standing on the side while GI Joe drives off with Barbie. People love the commercial. And there was a whole series of them. And the car's driving down the hallway in the house.

I remember the ad.

Sales went down.

Well, I didn't know it was Nissan. I just remembered the ad, right?

Sales went down. Then the CMO at Nissan Chief Marketing Officer decided he was going to step down because he needed to spend more time with his family, which is what all people who are in trouble say when they leave and made the announcement. This has nothing to do with our ad campaign. So Nissan spent $100 million on that ad campaign to drive sales down. They then pulled the plug on it, and they replaced it with an ad that showed a photo of a Nissan Altima and said, you can now lease a Nissan Altima for $283 a month. And sales went up. Now, in the Barbie and Ken spot, nowhere in the spot did they ask you to buy a car. Nowhere did they tell you they have a great deal on a car. Nowhere did they tell you the features of the car. In the new spot, here's the Nissan Altima, and it comes with a V6 engine, and it has this, and it comes with these features, and it does this. And you can lease it today for 200 and whatever, 60 bucks, go to your local Nissan dealer. Now, literally, call to action. This program's for this month only. Go to Nissan. Now, sales went up. What we very quickly got a demonstration of was $100 million of paid entertainment, right. Versus a TV commercial that probably cost $20,000 to produce because it was just a still and a voiceover and graphics outsold what they spent millions in production on and $100 million in media. How many times have you seen a commercial for a perfume or a cologne and you have no idea what the product even is until the. Oh, yeah, last five seconds, if that.

Right.

They'll show a bottle of Chanel or Sauvage, right?

Armani, Versace, all of them that are sold that basically Macy's. It's just like, okay, but you have.

No idea what they're selling.

No clue.

So the only thing you know is what's his name that plays? Who's the guy that was from Pirates of the Caribbean?

Oh, Johnny Depp. Yeah.

So you most you learn from the commercial is Johnny Depp seems to know how to play a guitar.

Yeah.

Because you didn't know that. So you're fascinated. Like, huh, Johnny Depp knows how to play guitar and he normally looks like a pirate.

He just.

That's his everyday thing. So that's what you come away with. And at the very end, oh, there's a cologne that is somehow connected to him.

Right.

By the way, a cologne that is connected to a guy who is. Who is well known in Hollywood to smell horrible because he never uses deodorant.

Oh, didn't know that either.

But a lot of people do. Okay, so now all of a sudden, this reminds me of. We had a client come to us one time. We did a lot in hair care. And this client came to me and said, we have an endorsement deal put together that we want to do a hair care line with. Oh, celebrity endorsement for hair care. And it's men's line. Interesting. What is it? We've contracted with Michael Jordan.

Stop it.

For a hair care line. This is absolutely true.

This can't be true.

And I go and I asked him, I said, so is this like a shave kit?

Yeah. Yeah, that makes sense.

So is this like a, you know, shave your head every day?

Yeah, that would make sense because I can see that. Yeah.

No, it's shampoos, conditioners, and fixatives for.

A guy who's bald.

I'm like, and you're going to have a bald guy tell me how to take care of my hair? Everybody loves Michael Jordan, but doesn't matter, right?

He doesn't have a matchup.

I'll give you another one. We had. We had one of our clients come to us and brought us a new line of suntan lotion, and they secured the NASCAR endorsement. So this is going to be official NASCAR suntan. I looked at him and go, have you ever heard the term redneck?

Yeah, why would you? I don't understand. Why would they think their demographic is a fan of nascar?

Because they so bought in that NASCAR is so popular that NASCAR can sell anything. They so fell in love with Michael Jordan. Michael Jordan could sell anything. They so fell in love with nascar, where you could slap a NASCAR logo on anything and people will buy it. No, no, because NASCAR has a specific audience, Right. And when you slap that logo on it, it needs to be something that audience places a value on.

Well, and there needs to be some association with nascar.

Well, they thought people sitting in the stands would want to have sunblock, but sure. No, that's not a sunblock using group there.

No, I mean, they might use some sunblock, but they're not worried about statistically, they're getting tan.

They index. When we look them up, they indexed 60 something.

Well, then, yeah. I mean, it's just not good.

So when we say an index, what I mean by that is an index of 100 is the nation at large. That's the entire country. And an index that we look up is how do people in a group index or how do they compare to the nation at large in using something? So if the nation at large indexed 100 for using sunblock, NASCAR fans indexed a 60, they were 40% less likely to use sunblock than just the average American.

That's a. That's a great matchup.

Needless to say, it failed. Needless to say, the Michael Jordan one, we didn't even take that client.

Well, yeah, this doesn't make sense.

No, we literally told them we can't do that.

No.

Because this will fail. So anyways, there's lots of bad advertising out there, so we need to make good advertising. But the second thing, if we think about the book, though, is how do we reach people on a much deeper scale?

Right, that's what I wanted to get to. So what is hypnotizing?

Well, hypnotizing is kind of a play on words, of course. So the hypno part coming from hypnosis, the ties in coming from the way advertising is spelled. Is spelled, is really putting together the two together. So what we're really talking about is imagine. So let me back up when you go. You've seen a stage hypnotist on TV or.

Oh, yeah.

And everybody thinks those people in the audience that come up are plants. They're not. They're all legit. And the Hypnotist randomly picks 20 people out of the audience. What you don't notice when the show starts is these 20 people line up in a horseshoe kind of shape. And the hypnotist, the stage hypnotist starts to give them what's called suggestibility testing. So he'll do things like have them put the fingers together, do different things. And he'll say, now no matter how hard you try, you can't pull your hands apart. Keep trying, keep trying. And as he walks around, some people can't pull their hands together. And some people do people to pull their hands together. He taps them on the shoulder and says, thanks for being here. Go on back to your seat. And he very quietly dismisses them. And there's somebody on the stage to usher them off the stage. And the people who are susceptible, he keeps those people on stage. Then he does this about two or three times very quickly weeds them out. Who he's got left. He had 20 people come up, now he's got eight left. And those eight people will pretty much do whatever he wants. Imagine, and that's real. Now imagine if you could do that with your customers. What if you could create advertising that had the ability to rivet people and make them pay attention. Now, what if you had the ability to not only rivet them and make them pay attention, but to help them overcome their fear of change and to help motivate them to take action right now. And to do that on an unconscious level, we have to keep in mind, Justin, that all shopping decisions are made on an unconscious level. If all decisions were made on a conscious level, everyone would drive. I use an example, the Chevy Spark. It's a nice little four seater car that's like $15,000 brand new, little three or four cylinder engine in, will take everyone to work in pretty much the same speed that a Bentley or a Ferrari will. You might have more fun in the Bentley and a Ferrari, but it'll get you there and it will get you there for way, way less money. So if people made their decisions based on rational behavior, why would they buy a Bentley? Why would they buy a McLaren or a Ferrari?

So is that the definition between conscious and unconscious rational thinking versus emotional thinking?

It's the grape and beach ball model. Okay, so when we think of the conscious mind, think of a grape. The grape is parked on top of a flat dime parked on top of a beach ball. That grape represents our conscious thinking. Seven digits, plus or minus two. That's how much our conscious mind can handle. That's why phone numbers are seven digits. Now we have the unconscious mind, which can process thousands of bits of information. It's the unconscious mind that we drive to work in the morning. If we did everything with our conscious mind, we'd get up in the morning, we'd get in the car and we would say, okay, I've got this machine. How do you open the door? There appears to be a handle here. Let's pull that. And then what do I do? I should probably sit behind this round thing. Now I've got this thing in my hand. What do I do with that? Well, I got to insert this thing into this switch over here. And then I think I turn it to the right. That's how your conscious mind would drive. But your unconscious mind, which is a pattern recognition system, sees the car and says, well, I've done this 10,000 times. I know what the Door handle does. I pull it this way. The door opens, I release the door handle, I get in the car, I push the start button, I pull this lever in the D. And then you get in the car and you drive to work. And guess what? You don't even think about driving the entire time there. You're actually thinking about where you're going to do a work. Because your unconscious mind is actually driving the car. And it drives the car way better than your conscious mind can because it can process more data. Well, that's how people make their buying decisions. Their buying decisions are made on these very unconscious levels. And they're made based on a lifetime of compiled biases and belief systems and heuristics, which is how all of us function. We all function from all these mental shortcuts and belief systems that have been taught to us, raised into us part of society.

So it's our programming.

It's all that programming. All that programming makes the decision. You make the decision to buy a Ferrari because what, I want to be seen in a Ferrari. I want to go to Ferrari clubs and hobnob with other Ferrari drivers. Because Ferrari drivers, if I'm a Ferrari driver, this is very true about Ferrari drivers. Ferrari drivers are very communal. Almost every Ferrari driver joins the Ferrari club as soon as they get their car. And then they go to groups with other Ferrari drivers. And it's like being in a country club. Okay, so other people who can afford Ferraris are now in this club. And I'm going to meet all these new people and we're going to talk about cars and I'll make new contacts. When you're a Lamborghini buyer, as an example, Lamborghini's demographic is people who want to be seen driving a car. When you're a McLaren driver, McLaren's demographic is people who want the fastest car in existence. So even though you have these three cars with similar $400,000 price tags, completely different demographics.

Interesting.

This is about community. This is about being seen. Lamborghini drivers will buy their they're souped up Lamborghini and drive it down Rodeo Drive at 20 miles an hour, right with the top down. So everybody sees me in it.

So this comes back around to those goals, you mentioning each one of them has a different goal they're trying to achieve.

Their unconscious mind has a separate set of needs.

Interesting.

That is. That is telling them what's important to them. So the minds of that Lambo driver is, I want people to see me in a Lambo.

So are many of what I'LL call, for lack of better term, the practices that are in the book. Are they about teaching you these different things? Are they about showing you different, almost tactical executions to take advantage of some of these things? What is the book accomplishing for the reader?

So we cover a lot of stuff in the book, and then as the book progresses, we start to go through explaining the different heuristics people have.

Okay, what are heuristics?

So heuristics are mental shortcuts that we all have.

Okay, give me an example.

Well, let me go back up a little more of what a. How a heuristic works. We create these heuristics because we look for shortcuts we don't want.

We have.

We have two ways of thinking of stuff in Tversky and Kahneman really came up with the model of system one. System two thinking. And system one is quick, fast, intuitive system. System one. System two is very slow, methodical, thoughtful. So if I say two plus two equals four. Now if I say 15 times 25 divided by five.

Duh. Right. Let me do the math.

The first one was system one. Quick intuitive response. System two is. Oh, let me think about this. System two burns up lots of calories. So you have this part of your brain that makes up 3% of your body weight. Your brain makes a 3% of your body weight, but it burns 20 to 25% of your caloric count. So evolution has taught us to save, to be conservative. This is why obesity becomes a problem, because it's our body saving energy. So we're programmed to be quick, intuitive, and fast because that hard thinking, methodical part is too expensive. Because again, grocery stores have only been around for 100 years, right? So biologically, thinking is expensive. So we don't want to do a lot of that. So we're literally programmed to think of these heuristics to come up with these shortcuts so that we don't burn a lot of calories.

Go ahead. We didn't know when our next meal was going to come from.

So how do we reach people inside their given heuristics? That's the first step. Then the second step is we all come up with these biases. And you have cognitive biases and sunk cost fallacy biases. There's all kinds of them. What we want to do is we want to talk to people. I want you to imagine for a minute that there's a painting on the wall and inside the painting is everything that that person believes to be true. And outside of the painting is outside of their belief system. How do I create a message for you that stays inside your frame? All your belief systems are inside this picture frame. I need to speak to you inside that picture frame. Because if I speak to you inside your frame, you will accept that I am honest, that I am telling you the truth.

You're establishing rapport, that we have rapport.

That we have an ethos that you get me and I get you because I'm like you. I speak inside this frame too many times. Advertisers keep getting outside of the frame, and one of the reasons they get outside of the frame is because a lot of advertisers want to tell people what's important to them and not what's important to the consumer. But the consumer doesn't care what's important to you. The consumer only cares. And what's in it for me? Because until. What is the number one word that every human wants to hear more than any other word?

Their name.

Their name. It's about me. So how do you talk to me? Another thing that we're always struggling with is getting advertisers to understand you don't need 320 million people to know about your product. You need a few million people to passionately decide they can't live without it. So how do I craft my message so it just talks to these people? So let's say I'm selling Medicare supplements and I have a TV commercial. Well, my TV commercial probably needs to start with attention Medicare recipients, or are you currently or about to be on Medicare? That's not a real pretty commercial.

It's not a pretty subject.

Yeah, it's not all pretty. But guess what? If I say, are you currently on Medicare? If you are, you will mentally raise your hand and say, these people are speaking to me.

Right.

And you'll give me another three seconds. You won't give me 30, but you'll give me another three to five seconds.

Sure.

Now, what's the next thing I can say to you? Are you currently on Medicare? And you say, yes. All the people who said, no, go away. I don't care about you. I can never sell you something. You're 20 years old. I can't sell you Medicare. Are you currently on Medicare? Yes. Are you worried about the escalating costs of prescription drugs? Yes. Would you like to know about a new Medicare Advantage D plan that will cover all your prescription drugs? Yes. Now, what did we just do there? We not only got their attention, we not only continued to tease them and bring them in, we also got them to do something that we use in hypnosis called a compliance set. What'd they say? Yes, yes, yes. We know that like Newton's second law, a thing in motion tends to stay in motion until acted upon by an outside force. This is part of what we use in NLP and hypnosis. As an example, if I was seeing you as a hypnosis patient, I would say, Justin, would you like to sit in? I'd have two chairs facing each other. And I said, Justin, would you like to sit in my trance chair or the hypnosis chair? I don't care which one. You pick.

Doesn't matter.

But you've agreed to be hypnotized.

It's double blind.

Right. And you've agreed to be hypnotized. I'm going to sit in the hypnosis chair. Great, Wonderful. If you would, Justin, I'd like for you to sit there. And if you would put your back up straight, I want to put your feet about shoulder, shoulder width apart. And then if you would put your hands flat down on your knees. And I'd like you to just take a few really deep breaths for me. Now here's the key. I don't need you to do any of that. All I'm doing is I'm teaching you to take orders from me. I'm conditioning you to do whatever I say. And each time I say sit and you sit, you just took an order. Put your feet this far apart. You just accepted an order. Put your hands here. You just accepted an order. Sit straight. Another order. Take three deep breaths. Another order.

Now I know a big concern that a lot of clients have is today is the amount of advertising consumers are inundated with on a daily basis. It is more prevalent now than ever with technology and how it's expanded.

Yeah. The amount of advertising that we see today is becoming overwhelming.

The amount of content that it is, overwhelming.

So the average person today sees between 5 and 20,000 ads per day. Now those can be a radio ad, a TV ad, a banner ad on a website. Think about how many banner ads online. But it could be a billboard, it can be a Coke bottle, it can be a package of food you pick up because the package is an advertisement.

Absolutely.

So 5 to 20,000 messages a day. Now let's just do the math and we'll go to the 5,000 side. If an average person sees 5,000 ads, they will only receive 362 of them.

What do you mean?

So that means their mind actually only recognizes 362 of those 5,000, the rest of them are blind.

So is it brain recognizes this is back to the conscious and unconscious mind, or is that irrelevant in this discussion? It's just those are. That's all.

It just means that. It just means that their mind recognized the existence of the app.

Okay.

Out of that existence, 153 of them will be noted.

Okay.

Where that person will say, oh, I know what that is, and say, I was going to buy it.

Right. I just recognize it.

Yeah. Oh, I know what that is.

Yeah.

Okay. Out of the 153, on average, 86 of them will gain awareness, meaning the consumer recognizes and acknowledges the message. So now I'm actually saying, oh, they're trying to sell me this. Okay.

Wow.

Out of the 86, only 12 of them will actually make an ad impression. An ad impression means it's now entered into their memory. So remember, when we're talking to consumers, we need 3.7 impressions to get people to buy. Impression 1. What was that? Impression 2. Oh, that's what it is. Impression 3. I wonder if that's for me. Impression 4, 5, 6, 7, that is. Yeah, maybe I'm going to try that. And then when we get to impression 15, it goes back to being blindness again, because I've already seen it and my mind doesn't want to waste time on things it knows. This is why we have to renew ad campaigns. So out of 5,000 messages, the average consumer is only going to have 12 impressions where they're going to say, I see it, I understand what it said, and if I see it again, I'll remember it tomorrow. That's what we're battling for.

So this book, hypnotizing these principles, what you're trying to teach, correct me if I'm wrong, is a way to break through as a way to become one of those 12.

The whole idea here is we all have to be in the $5,000 to $20,000 per day when we start. But can we end the day in the 12? How do we get down to being one of the 12 messages that that consumer says, okay, I understand. I accept this. I'm locking this into my brain as a memory. And next time I'm exposed to your brand, I'll have a second impression. Now, keep in mind, how does a politician get elected? Impressions. What name do you recognize the most? Nothing matters more in politics, especially local politics, nothing matters more than name recognition. I spoke with a politician one day. He was about to run for an office, and his father was a very famous politician. And the Kid was kind of an idiot, to be honest with you. And he came up to me, he goes, well, what's the best advice you could give me for winning my state Rep seat? And my comment to him was, don't go out of the house. Just put signs up everywhere you can. Don't let anybody meet you and they'll all think it's your dad and you will get elected because his father had 100% name recognition. Just write your name in the same font that your dad's been using for 30 years and use the same color on your signs that your dad's been using for 30 years and put those signs up all over the city and stay away and you can win again. Not one of the messages that people like hearing, but the reality is he was terrible face to face politician. His father was a brilliant face to face politician.

So it sounds like there is a lot of information in the book. There's a ton of information from understanding neuroscience, unconscious conscious mind biases, heuristics, all this stuff. So in your mind, let's try to break it down for them a little bit. What would you say are the top three benefits or takeaways that a reader is going to get from the book?

One, you're going to learn a lot of under the surface techniques.

Under the surface. What do you mean?

So think about an iceberg. And when you look at an iceberg, only about a quarter of it is sticking out of the water. The majority of it is under the water where you don't see it. Most people try to advertise to that part of the human brain and that part of the demographic that they see above the water, yet most of it's beneath the surface. In this book you're going to find out how to get below the surface of the water and how to get to the bigger, broader part of that consumer's mind and that consumer's behavior and how to reach them on a much deeper basis. I'm going to give just a really quick example here. We were talking about the stage hypnotist and what the stage hypnotist will do. They do suggestibility testing and he will line up your hands, he'll squeeze your hands together and you'll push your hands out in front and he'll be interlock your fingers and he'll say, now I want you to try to pull your hands apart and keep trying. And no matter how hard you try, you can't pull your hands apart. Now the reason he does that is because try is an unconscious signal to your brain, which means don't. And here's why. I call you tomorrow and I say, hey, Justin, I'm going to move tomorrow. And I'm really trying to get some friends to come over and help me move tomorrow. Could you come over and help me move?

Well, I'll try to make it.

Exactly. You do not want to do that. You would rather take a beating than help me move. But you say, geez, I've got a bunch of stuff scheduled, but I'm going to try to get by there if I can. You use the word try as a metaphor for no, I can't. So now what do people do in ads?

Try it today.

Try XP. You know, try the XP5 product today. You're unconsciously telling people, but you don't have to. You don't really need to. You could try, but you know, when you try, you won't think about it. Even Yoda knew this. Even Yoda said, there is no try. There's only do or do not.

Right? Wow. Yeah.

So, I mean, he did it with the cool Yoda voice. There is no try.

Don't. But anyways.

There is no try. That's just one little clip. I'll give you another example, something that's called the because statement. We know that there's research that shows that humans crave reason.

Yeah. We have to know why.

A great researcher by the name of Ellen Langer did research years ago. What she did is she went to university campuses back when everybody used to use the copy machine and there'd be lines of kids standing in line at the copier. She had paid actors that would walk up and they would say, do you mind if I cut in line now? If they just went up and said, do you mind if I cut in line? About 15 to 20% of people would let them. But most people would say, yeah, I do mind.

Right.

So then she had the same actors at the same college campuses go in and ask, do you mind if I cut in line? But this time they said, because. So they started off with, because I'm going to be late for class.

Good reason.

Well, all of a sudden, the number of people who let people cut in line jumped to like 78%, from teens and 20s to 78%.

Huge.

Because I'm going to be late for class. Well, then Dr. Langer said, I wonder if it's what we said or the fact that there is a reason. So then she started having her actors change the reason. They kept devolving until they got all the way down to do you mind if I cut in line? Because I don't like standing in line. Guess what? It was still 78% of people who let people cut in line just because there was a why, because there was a reason. So in our advertising, if I'm telling you to try XYZ product, if I say, and here, and let me give you the other half of this, the reason the because statement works is because it's a magician's trick. It's the hypnotist trick. If I say, you mind if I cut in line? Because when I say because, your locus of your focus, your mind so zeros in on the reason that it allows my first statement, which is, can I cut in line to bypass your conscious mind and go straight into the unconscious mind? Because that's where the decisions are made. So in real advertising, we need to get past that seven digit conscious mind and talk to the unconscious mind, because we know that's where choices are made. And that seven digit conscious mind, think of it as a spam filter. So we need to throw it offline. So when I say, do you mind if I cut in line? Because our minds shift to the reason and we allow. Let me cut in line to pass into the unconscious mind as what we refer to as a command statement. That's why it goes from 20 to 78, because the spam filter is shut off. It's now become a command. I want to cut in line. So now we're creating our advertising and you want me to go to CVS and pick it up? Okay, tell me. And try xyz. You know, pick up XYZ today at cvs, which we will literally change the tone of voice. So listen to my voice for a minute. Pick a product ABC at CVS today. My voice drops. It goes to a more commanding tone. This is an order. And then I'm going to say, pick up product ABC today at CVS because. And now I'm going to give you the because statement. And when I put in the because statement, the command that I gave you that said, pick this up at CVS today zips right past the spam filter, right into the unconscious mind. And then your mind pays attention to the because. Well, the because might be because you'll feel better tomorrow, or because it'll treat your eczema quickly, or because you want to have beautiful toenails, or because you want to have a wonderful meal tomorrow. It doesn't matter what the because is. What matters is I'm playing three card Monty with your brain and I'm Tricking your brain to let me give it a direct command so that you go do what I need you to do. Now, by the way, I'm still not going to get you to go buy arthritis pain product if you don't have arthritis. But think about that stage hypnotist. Think about the people sitting in a chair now. When I snap my fingers, you're all going to cluck like chickens. And they cluck like chickens. And that's real. That's really happening. Because the hypnotist has used phrases that allow him to get past their conscious mind, go directly into their unconscious mind, and instead of giving them suggestions, he's giving them commands. We have many of these things in the book, and we also then really go into the heuristics, the shortcuts. And we spend a lot of time talking about biases, as we discussed earlier, about working within that framework, knowing your customer is not. She's a white woman between the ages of 35 and 54 with 1.5 kids and makes 70 grand. That is not knowing who your consumer is. That is the beginning of knowing who your consumer is. But now, well, what is important to her? What does she like? What causes does she believe in? What is her history? What is her background? What's her political beliefs? What's her religious background? How can I talk to her in her framework of truth? So we cover a lot of that in the book. And I want to really, you know, I want to. I want to ask everybody to do me a favor, too. We have a lot of loyal listeners, and I am always overwhelmed with how many listeners this podcast has because it has so many more listeners than I would ever have expected it to have.

Yep.

And I'm so grateful for every one of you that are there that take your time to listen to us, because you're giving up your time to hear us. And we take that very seriously. I want to ask as many people as possible to go get the book this week. And I'm going to tell you the truth. The reason I want you to go get the book this week is because we want to get it onto the Amazon bestseller list. And that's how you do it, is by opening up and having a great week. Now we have a special offer for our listeners.

Right.

How does that work?

Yep. So if you go to Amazon and look up hypnotizing now, that's Hypno Dash Tizing is the book title. So look up that book and you'll be able to get an ebook for $0.99. $0.99.

So if you have an E reader.

Right.

So if you use iPad or Kindle or anything like that, you can get the book for 99 cents.

99 cents.

So folks, if you would do that, I would appreciate it. Of course there are paperback and hard, of course available also.

Yep, yep.

By the way, if anybody does buy the paperback or hardback and they have questions about it, they want to talk over the e book and they want to talk about it, they want to ask for clarifications, email us, call us, do whatever you want to do and be happy to explain more about what you see. But what I will tell you is if you, if you get this book and you pay attention and you follow some of the research that's in here, which has taken years to put together, you will have advertising that gets better results, that sells more stuff.

Yep. Just getting back to the question. You know, when you read this book, you're going to understand how to reach your consumers at a deeper level and communicate with them in a way that can drive activation, can have them take action. You're going to really understand your consumer as Mark was talking, understand heuristics, their biases, understand how they think, why they're making the decisions that they are so that again, you can truly communicate them in the proper way. And the third takeaway is you're going to learn how to make better advertising.

Yeah. So if you spend 99 cents and enough time to read 200 pages. So it's not that big.

Nope.

So for a buck and a few hours time, you might sell another million dollars worth of stuff this year.

If you follow what's in there.

I want to tell people something. This is not bragging, this is fact. Over and over and over, we have taken new clients in, had the exact same dollars of media budget, but corrected their messaging and changed their sales massively. So it was not about. They spent more, sometimes they spent less. But we corrected the messaging.

I mean, if we talk about it all the time, Mark, especially our clients, you're not going to be able to outspend your competition. Right. You're not going to be able to. It's impossible. They're going to.

You're a challenger. You can't outspend.

You're not going to outspend in multinational brand or company. It's not going to happen. So that means that they're over here screaming a lot louder and a lot more often than you. Yeah. So you've got to find a way to break through their noise. So how do you do that. Well, a major way is right here, is with your message. How are you having that conversation?

You start as one of the five to 20,000. You want to end that day as one of the 12 messages that got recognized, then accepted and remembered. Think about how tough those odds are. Look at it. 12 out of 20,000. This is the guide to get to be in the 12.

Absolutely.

Well, anyways, I want to thank everybody in advance for not only the time but for going out and buying the book this week. And I'm excited to get feedback on it. So by the way, if you do buy it, if you go to Amazon, leave us a review. That'd be awesome. Reach out to us. We'd love to hear about it. And other than that, we will be back with the next episode of cpg. And folks want to tell you that we're upgrading cpg. We're expanding it. We've just improved the studios here. We're bringing in more expert guests. So you're going to be hearing from more people in the industry that's going to be able to bring you way more perspective and lot more information to the industry.

Absolutely. 2022 is going to be a great year.

See you on the next episode.

Take care.

If you're looking to greatly increase sales on your CPG product, don't hesitate to contact us at Jekyll and Hyde Advertising and Marketing. By the way, the only advertising agency with a guaranteed result. Just go to jekyllheidagency.com or feel free to give us a call at 830542 10.