Mavericks and Ad’s - I’ll buy that!

Effective marketers can produce advertising branding and copywriting campaigns as strongly effective as that of the Adverts we still recall from childhood or find ourselves quoting.


A successfully branded product leads to sales by using effective copywriting skills. The Brand and the advertising campaign must be interrelated otherwise the effect is to put bluntly a discordant mess.

‘Joe Sugarman’, once called the "Mail Order Maverick" by The New York Times, discovered that one of the secrets of successful marketing is the effect of “Triggers" which are phenomenon that activate impulses deep in the brain to turn prospects into customers.

‘Blair Warren’. photographer, writer, director and producer developed this idea even further by recognising the impact that cults and sects had upon certain individuals and also considered the extraordinary impact of the infamous Nazi propaganda film Triumph of the Will by ‘Leni Riefenstahl’. The films impact was not produced by strong rhetoric but instead consisted of images and music designed to deify Hitler and “equate his cause and his followers with all thing glorious and invincible” History sadly confirms how affective this copywriting and branding was. ‘

‘Warren’ recognises these hidden drives or addictions which play a role in our behaviour and 'Mike Dillard' explores this further with attraction marketing.

This success is deeply and pointedly frustrating when the average copy writer stuck to their office space is chewing another pen and looking out the window desperate to brand their positive product successfully with a good enough campaign to make a living.

So how do ‘they do it’

• An understanding of human natures drives and triggers.
• Pitching their campaign and branding to directly respond to these drives and triggers.

So what are the triggers –

• Humans want to be attracted to an idea or person

• Humans want to be provided with simple solutions to their own problems

• Humans are pack animals. They will select leaders to follow based on trust and an acceptance that the leader is more engaging or interesting or powerful.

The final point consists of making your message engaging, interesting or powerful to begin to build your relationships.

Conclusion

A mastery of human psychology can produce affective advertising and branding and once achieved these will lead to your products being sought out on the internet and sold.

References -

http://insideoutinterview.com/?id=15978
Mike Dillard  - Magnetic Marketing.
Joe Sugarman’  - Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade. (Hardcover)
Blair Warren and others -The Secret Behind The Secret Law of Attraction