Wizard of Ads Monday Morning Memo Consider if you will…
The Wizard Academy tower sits on a plateau 900 feet above the city of Austin. The view from the stardeck is stunning.
When you attend our free public seminar on the afternoon of March 17, you will be in Tuscan Hall just 500 feet from the tower. If you have some extra time on campus, perhaps Dave Young will be willing to press the button that lifts you from the underground art gallery up to the stardeck so that you can look around.
This is what I will teach you in Tuscan Hall:
- How to create a magnetic personality for your brand. It’s easier than you think.
- How to use personification to breathe life into all your corporate communications, beginning with your advertising.
- How to use character banter and magical thinking to help customers understand that your company has beliefs, values, motives, can make choices, and that it has life.
- How to gather these techniques into an operating plan that will integrate this magnetic new personality into every touchpoint of your business.
- How to measure the trajectory and momentum of your rejuvenated brand.
You’re going to have a good time. I will include lots of examples of PowerSelling ads that have lifted people to new heights.
Q: PowerSelling. What is it?
A: PowerSelling is an advertising technique that makes your name the one people think of first – and feel the best about – when they need what you sell.
Q: Does it work for B2B? (Business to Business)
A: Not really. B2B requires tight targeting and significantly more logic than is required to win the hearts of the public. [NOTE: If today’s memo feels different than the typical Monday Morning Memo, it is because this is probably the first example of B2B writing that you have ever seen me write. Are you noticing the additional logic? – RHW]
Q: Does it work for Direct Response offers?
A: No. Direct Response offers are built almost entirely on features and benefits, the so-called “value proposition,” enhanced by an urgent call-to-action, usually with a final bit of “added value” if you “act now.”
Q: So what’s it good for?
A: PowerSelling is for products and services that have a long purchase cycle and a relatively high price tag; things like diamond engagement rings, legal services, medical services, and home services like plumbing, air conditioning, roofing, and electrical. PowerSelling is strictly B2C (Business to Consumer) and it almost always employs mass media; television or radio, sometimes with billboards added.
Q: Will there be recordings made, or perhaps a livestream?
A: Sorry, but no. The Wizards of Ads® have little desire to debate – or educate – a world full of traditional ad writers that have been trained on the tripe that is taught in college.*
You are going to learn the explosive techniques that will make your advertising leap off the launchpad with fire and smoke as you begin your journey to the stars. You will feel your acceleration grow to the point where your cheeks are pulled back and your eyes become slits as the corners of your mouth touch your earlobes.
Or maybe you are just smiling.
If you are ready for the ride of your life, be in Austin on March 17th.
Roy H. Williams
“Running a big company is like running a zoo, and that’s good news!” Terry Rich led the Des Moines Zoo from a $600,000 deficit to profitability. He did this by focusing on the visitor experience and creating innovative events to attract new customers. Rich was then asked to take over as CEO of the Iowa Lottery.
Soon, he was president of the North American Lottery Association and a Powerball board member. Listen and learn as Terry fascinates roving reporter Rotbart and deputy Maxwell with colorful anecdotes about how he discovered the hidden value in elephant poop. Turn up the volume when he talks about action plans that you can use. Find out how he cracked the largest lottery fraud in US history. Go to MondayMorningRadio.com