"The Words Ate Me"

📜 Sunday Strategy Breakdown

🪙 The Vault

Picture this:

It’s a sunny afternoon, and you are sitting on the porch of your home.

Reading a newspaper, and you stumble across what looks like a story about these amazing looking sunglasses.

You read the headline, and suddenly you can’t stop.

10 minutes later you had filled out the purchase ticket at the bottom of the ad and are now sending it in the mail.

Stop.

How did this happen…

It’s Not the 1980’s Anymore

This could be an accurate depiction for thousands of Americans in the late 1980’s after reading Joseph Sugarmans Ad in the paper.

But more importantly, how did you get from the headline to buying these sunglasses??

Now this is an old ad, but the same principals that got readers to send money in the mail to his company that generated millions, are the same and now even easier with the internet!

What got you to read the whole ad and buy?

Direct Response Copywriting.

You read the headline and instantly have a spark of curiosity.

Now all it takes is the slight look down to read the sub headline and your hooked onto the first line.

His technique: Slippery Slope Writing.

This takes you the reader down a slide of writing, by providing strong curiosity and interest from each line.

We could examine line by line how effective his writing is, but let’s take a look at why this works.

In most ads you see today, you can very obviously tell it is an ad.

The reason this style works is because it tells a story, and instead of directly telling you to buy them, he lets you decide after your hooked on reading.

As a business owner we can employ his strategies in our marketing.

Now 37 years later we have the struggle of lower attention span, but we also can get our audience to buy with a tap of a button.

Hammers and Nails

A way to generate strong stories that sell we can abuse a technique called “ Lateral Thinking “.

This works by coming up with ideas by not focusing or thinking of just the problem you are trying to solve, but by thinking outside the box.

For example:

If you are looking to sell Tires online.

Most of your ads probably consist of connections to cars, trucks, bikes, or any common relation to tires.

But lateral thinking employs a new way of using your brain to become creative with your marketing.

Try connecting ( Problem: Sell Tires ) with ( Random Idea: Hospitals ).

Now not every ad you create from lateral thinking is going to outperform your regular ones, but the idea is to get your brain connecting dots across difficult to relate problem and solutions.

Let’s try it:

And if we run with the idea of tires and hospitals, you could design an ad around how tires flying off of cars has sent X amount of people per year to the hospital, which is why you need ABC Companies strong fitting tires today!

Now this is just a quick connection of dots, but imagine spending a portion of time per day in ideation over lateral thinking problems.

The creativity in your ads would skyrocket, and with the basics of story telling inclusive in your marketing, you will be selling millions in revenue.

Click the video in The Vault so you can learn how to employ lateral thinking now ⬇️

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