Apr. 13, 2010 at 5:15pm

The Wizard Says: Create Emotional Voltage

Posted by Kurt Jacobson in Differentiation is Key
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“Engage the imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds.” – Roy H. Williams, The Wizard of Ads. 

Think about that. How often does your credit union financial advertising take people to places you have created in their minds? It’s hard, isn’t it? What can you say and show in your ads that every other credit union and bank hasn’t already said and shown? It’s so hard because we show vacations, kids in college, a new car, our nice staff. But the power is taking them to places in their minds…their fears, joys, their humor, their behaviors. That’s hard.

More good stuff from the Wizard of Ads:

“A cliché is a truth one doesn’t believe.” – Bernard Taper

“Yes, words are electric. If a sentence does not shock a little, it carries no emotional voltage. When the hearer is not jolted, you can be sure he is not moved.” – Roy Williams

So, how do you convert the Wizard’s wisdom into marketing action? First, believe the Wizard is right, at least for now. Then think of ideas that meet his criteria.

For instance, maybe you can do radio commercials that contrast your competitor’s cold and silent Web site with your audio-rich Web site that recognizes you by name, tells you how nice you look, plays your favorite song and gives you hug.

Or develop ads that convey the sound of relief in your head when your savings automatically covered the rent payment that cleared before your paycheck did.

Where can YOU repeatedly take prospects where they will feel the jolt of emotional voltage?

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