http://www.stepchangemarketing.com/ In this Slideshare presentation: 1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.

2. HOW TO SAY IT
HOW TO SAY IT
2
GROWTH
Know Your Business
Brand Architecture
Branding
Positioning
Know Your Consumers
Profiling
Segmentation
Insights
Pricing
Know Your Market
Competitive
Environment
Binary Analysis
Predatory Thinking
What’s the Big Idea?
Launch or NPD
Innovation
Communications
How to Say It
Advertising Idea
Tone & Messaging
When and Where to Say It
Media Strategy
Connection Idea
Channel Planning
ACTIONS from INSIGHTS

3. HOW TO SAY IT
HOW TO SAY IT
It’s never what’s said that matters, it’s what’s communicated that matters.
The first thing to be clear about is always: what do you want to say? This is helped by the
Know Your Business, Know Your Market and Know Your Consumers sections, however, like
David Ogilvy says: “You’ll never bore your customers into buying your product”.
It’s now time for the magic of advertising to do its thing – to get your attention, and keep
it, while we’re gently walking you down the aisle of converting you from a prospect to a
satisfied customer.
In this section we’ll be reviewing the gentle art of persuasion: how to cut through, be
remembered and be loved for what you’re selling.
The creative process is a delicate thing. Creative people “birth” ideas and, like any parent,
they don’t want to be told they’ve got an ugly child.
In the following pages the balance between art and selling (and the art of selling) will be
unveiled as we take our message to market and set about inspiring the masses.
How to
Say It
3

4. “People don’t read ads. They
read what interests them, and
sometimes that happens to be
an ad.”
Ogilvy

5. “The essential difference between emotion
and reason is that emotion leads to action,
while reason leads to conclusions.”
Donald Galne, Neurologist

6. HOW TO SAY IT
HOW TO SAY IT
6
Cialdini’s Tools of Influence
When looking at how persuasive our messages are,
it’s interesting to look at the source of the persuasion.
Cialdini has a famous model (right) that outlines why we
find things persuasive and what affects communication’s
ability to do this.
Commitment/
Consistency
Social Proof
Reciprocation
Liking
Scarcity
Authority
The Value Trade
Influence: The Psychology of Persuasion, Robert Cialdini 2007

7. ADVERTISING

8. HOW TO SAY IT
ADVERTISING
8
Uses of
Advertising
• Communicate to any and all market segments
• Generate “critical mass” of reach and frequency quickly
• Control what you say, how you say it, and where you say it
• Deliver messages efficiently
• Achieve a variety of marketing objectives
• Leverage the power and authority of customer selected media
• Overcome disinterest by converting avoidance to attention
• Generate buzz
• Build the value of brands over time

9. HOW TO SAY IT
ADVERTISING
9
Advertising: Broad Definitions
ATL = Above-the-line
Media broadcast and published to mass audiences
e.g. TV/cinema/radio/press/outdoor
BTL = Below-the-line
Media that is more niche focused and traditionally more
direct
e.g. Direct marketing/promotions/sponsorship/point-of-sale
TTL = Through-the-line
A combination of the ATL and BTL – one-stop shops!
New Media
Digital/experiential marketing
Of course, these definitions don’t completely cover all that advertising is.
There’s also…
Brand consultancy/Media buying/Media planning/Merchandising/Strategic consultancy/Market research etc. etc. etc!

10. HOW TO SAY IT
ADVERTISING
10
The Advertising Cycle
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Step 7
Step 8
Step 9
Strategic Planning
and
Recommendations
Creative
Development and
Approvals
Production
and
Deliverables
Strategic Planning and Recommendations
Step 1. Understand market
Step 2. Identify the business issue
Step 3. Identify the comms challenge
Creative Development and Approvals
Step 4. Client and creative briefing
Step 5. Concept development
Step 6. Creative approvals
Production and Deliverables
Step 7. Production
Step 8. Dispatch
Step 9. Campaign tracking and results

11. HOW TO SAY IT
ADVERTISING
11
The Advertising Cycle cont...
Whilst it may seem really simple, there is
an important distinction in what we want
people to recall and say about us versus
the message we tell them.
For example:
If we want them to think we understand
them, we don’t say “we understand
you”, we show them we understand by
demonstrating an insight relevant to them.
If we want them to think we’re entertaining,
we don’t say “we’re entertaining”, we show
them something they will find entertaining.
What’s seen
Message created Media as a conduit Message seen Customer Perception Message recalled
What consumers
make it mean

12. NEUROMARKETING

13. Takes 0.35 seconds to reach the batter.
But, it takes 0.25 seconds for muscles to initiate a swing...
and, being generous... it takes 0.05 seconds for the best
human to comprehend visual stimuli under perfect conditions...
That same perfect human, under perfect conditions, will take
another 0.20 seconds to respond to sensory stimulus...
That’s...
0.35s vs. 0.50s
So how do batters hit the ball?!
The typical Major League
Baseball pitch...

14. HOW TO SAY IT
NEUROMARKETING
Decision
Making
Rational/Analytical Emotional/Creative
Traditionally, the brain is viewed as a dichotomy – there are only two sides and they both deal
with different aspects of decision making. On the right, we have the creative, or emotional,
part and on the left we have the rational, or analytical, part. We are used to viewing these as
chalk and cheese and accepting that the two together are what create decisions.
Plato described it as a carriage being drawn by two horses – one powerful but unruly, the
other easy to control.
The traditional model of decision making
Decision/Behaviour

15. HOW TO SAY IT
NEUROMARKETING
15
The answer is simple – he starts collecting information about the pitch before the ball
leaves the player’s hand...
• How is he holding the ball?
• How is the field positioned?
• What cues did he give to the catcher?
• What is the wind like?
• What is the expression on the pitcher’s face?
• How far back does the pitcher lean?
• How he holds his glove?
• Which muscles tense, when and how much?
Is the wrist torqued, suggesting a curve ball? Is the elbow fixed at right angles,
meaning a fast ball? Having two fingers on the seam might mean a slider. There is not
enough time to compute all this data plus trajectory, wind speed, temperature or body
movements before, or even after, the pitch.
This computation takes place in the subconscious where more data is processed at
speeds 100 times faster than the conscious mind can perform and, importantly, where
patterns in circumstances are identified and stored to prompt lightning fast expectations
– these stored patterns are called Somatic Markers. A similar study showed that the best
cricket players could predict the speed and position of a ball from a one second clip of
the bowler’s wind-up.
Major League Baseball Pitch cont...

16. HOW TO SAY IT
NEUROMARKETING
16
The New Model for Decision Making
Rational/Analytical Emotional/Creative
Somatic
Markers
(from your
subconscious)
So now we understand that the decision making
process isn’t quite as simple as two sides of the brain.
What is actually happening is that emotions are linked
to Somatic Markers, or predictions, of highly flexible
brain cells, which are constantly adjusting these
predictions to reflect reality.
So when you make a decision that you can’t explain,
such as wearing a particular colour just because you
“feel like it”, what you are actually doing is tapping into
this hidden store of Somatic Markers.
So what does all this mean? Well, our emotions are
actually deeply empirical. So when we feel a certain
way, there actually is a reason – it’s the sum of past
experiences and understandings of circumstances.
Decision/Behaviour

17. HOW TO SAY IT
NEUROMARKETING
17
Why do we need Somatic Markers?
Rational/Analytical Emotional/Creative
Limited
bandwidth of
the rational
mind
Well, your rational mind, being rational, takes a
long time to process data and come to a logical
conclusion. Imagine if you had to spend a long time
on every single decision made in a day, you’d never
get anything done! What these Somatic Markers
do is shortcut the decision-making process so that
you don’t have to consciously analyse every single
situation and possible outcome.
Shortcuts to
decisions

18. HOW TO SAY IT
NEUROMARKETING
18
• High importance
• Business
• Time
• Quantitative info
• Urgent
• Emotive
• Unknown
• Been done
Circumstances can dictate when one faculty is
used over another.
Of course, this doesn’t mean that all our decisions
are made by these Somatic Markers – each side
of the brain still has it’s role to play!
When is One Faculty used over the Other?
Rational/Analytical Emotional/Creative

19. HOW TO SAY IT
NEUROMARKETING
19
How does this Sell Things?
How interesting, right?! But what the hell does this have to do with selling anything?!
Well, these decision-making shortcuts don’t just happen in high stakes, high pressure
situations. It turns out we are highly likely to rely on these shortcuts for low purchase decisions
that don’t warrant the attention of the rational mind – essentially, we are all being lazy!
In terms of marketing, think of this: 90% of purchase decisions are made unconsciously, with
milk being the perfect example – you don’t go to buy milk from the store and spend ages
poring over which milk to buy. You walk in and grab what you drink, be it full fat, skim, soy or
whatever else. We rely almost exclusively on our emotional mind to make this decision.
So this means that if you can grab “brain share” and make a habit out of purchasing your
product then you’ll enjoy repeat purchase as people now instinctively go for your brand.

20. HOW TO SAY IT
NEUROMARKETING
20
1 2 3 4 5
Classic Media Theory
First touch Second touch Third touch Fourth touch Fifth touch
Great, create “brain share”...
how do I do that?
Classic media theory states that
if you touch someone more times
(frequency) you will be more
persuasive...
Persuasiveness
...and that if you vary your media you access more people (reach), and a few people
again with a different media (frequency/persuasiveness)
Modern NeuroMedia Theory proves the combined engagement of senses does
increase persuasiveness, but more importantly...
PR
Direct
Marketing
TV Outdoor
Consumer
Point of
Sale

21. HOW TO SAY IT
NEUROMARKETING
21
NeuroMedia Theory
...it proves the combined engagement simultaneously of senses increases
persuasiveness... What this means is that by using more media you can plant
yourself within your customer’s brains, creating brain share, negating Somatic
Markers and forcing rational reappraisal. So when they walk in that store, your
product is the one they pick up by default.
Sound
Sight Smell
Consumer
Talk to fewer people,
with higher engagement Touch Taste

22. HOW TO SAY IT
NEUROMARKETING
22
Example: Share of Mind Case Study
Space in the mind is limited, particularly in the rational mind. The chart below shows brain retention of particular brands before, during
and after viewing them on American Idol.
Other
Shown Pre-American Idol/Stimulation
Before the show there was equal share in the mind for the below brands
Degree of Integration
During the show, through constant exposure, the share of mind for Coke increased
Other
Brain Stimulation after watching American Idol
After the show, the result was that Coke permanently took up a higher share of brain than before, at the expense of other brands

23. HOW TO SAY IT
NEUROMARKETING
23
A Couple of Examples
Martin Lindstrom’s studies found that brain activity
scans showed a high correlation between holistic
brands and symbols of religious faith.
Apple is a brand who has tapped into these Somatic
Markers so effectively that their purchase is akin to
“blind faith”.
“high correlation
between holistic
brands and symbols of
religious faith”
Religious
faith
Holistic
brands

24. HOW TO SAY IT
NEUROMARKETING
24
A Couple of Examples cont...
So how do you become a “religious”
brand? Lindstrom’s Elements of Religious
Faith and Holistic Brands show that there
are certain things you need to provide in
order for your customers to deeply identify
with you.
Higher Order
Lower Order
Rituals
Mystery
Symbols
Evangelism
Grandeur
Storytelling
Sensory Appeal
Power From Enemies
Clear Vision
Sense of Belonging

25. DIRECT RESPONSE

26. HOW TO SAY IT
DIRECT RESPONSE
26
Styles
of Direct
Response
Marketing
We noticed
your
behaviour
You told us
you wanted
this
This month
we are
selling
12
3Relevancy
Receptivity
1
2
3
Informing
Recommending
Selling

27. HOW TO SAY IT
DIRECT RESPONSE
27
Direct Response
Direct response is very different from many of the ads you see in magazines
and on TV. Its purpose is not to create a branding image, it’s to do one thing
and to do it well… get a response. And not just get a response, but get
your target audience to respond by taking the action you want them to take,
quickly and eagerly. You can use the “BURPIES” checklist as a guide to direct
you towards receiving a great response... Does it fulfil the below promises?
B
U
R
P
I
E
S
Big Promise
Use Imagination
Rarity
Points (bullets), curiosity building
Irresistible Offer ($ Price here)
Evidence - case study, testimonials, guarantees
Sale - ask for the order
According to the Direct
Marketing Association
(DMA) 43% of consumers
prefer to respond to an
advertisement online.
copywritingspecialists.com & purlmarketing.blogspot.com

28. HOW TO SAY IT
DIRECT RESPONSE
28
Direct Response Implementation
Discovery and Analysis
Evaluate Enhancement
Implement
Data
Management
• Development of effective
data strategies
• Define segmentation strategy
• Develop communications
• Execute
How do we maintain the
quality of our data?
What data gaps exists
and how do we fill these?
• ROI
• Understand
• Appraise
• Rank
What data is available and what
can we learn from it?

29. HOW TO SAY IT
DIRECT RESPONSE
29
The BOSCH Formula
B
O
S
C
H
Be inquisitive - ask open questions
Offer solutions - talk about the end-result benefits for the customer
Stimulate the senses - let the customer test your product
Cross-sell - think of all the necessary accessories
Hit the closing point - sell when the customer is ready to buy
Brett McFall

30. HOW TO SAY IT
DIRECT RESPONSE
30
The 5 Step (POWER) Copywriting Process
P
O
W
E
R
Prepare:
Start with good information about your product/service.
Organise:
Organise the essential points
e.g. description, purpose, price, features, benefits, guarantees, offer, deadline etc.
Write:
Create your headline and subheads by reviewing your prime benefit, offer, deadline, price, description and
guarantee. Expand on each subhead to create body copy, explaining each benefit, listing features, etc.
End with a call to action, reviewing the method of ordering, price, deadline and guarantee.
Edit:
Refine to a clean, crisp, concise message. Review every word. Does every word add to the message? Does
the headline grab attention? Have I made it clear what I want the reader to do?
Review:
Put your copy aside for a few days and read it later. Show a few people. If they do not understand it at a
glance it isn’t going to work. Clarify the offer if necessary. List any negatives.
Brett McFall

31. SINGLE-MINDEDNESS
If you throw 6 balls at somebody they’ll likely drop all or at best catch
one, and it probably won’t be the one you wanted them to catch!
Successful advertising is one ball, one catch!

32. HOW TO SAY IT
SINGLE-MINDEDNESS
32
Defining
Great
Communication
Great communication
is very simple
Shows an insight
into our humanity
Has an idea that
involves people
• It focuses on only one thing
• Having a single-minded idea makes it
easier for people to “get” it
• It understands us
• It strikes a nerve
• It stays with us
• On both a rational and emotional level
• Capable of effecting a change in both
people’s thoughts and behaviour

33. HOW TO SAY IT
SINGLE-MINDEDNESS
33
Essence of Communication
The agency creative brief should demonstrate a clear understanding of your
brief and contain:
• The insight that will allow communication to differentiate your brand with
your target audience
• The evidence that underpins the insight
• The SMP
• Target audience demographics and psychographics
• Mandatories
• Key dates to enable the campaign to be delivered on time
Single-Minded Proposition:
The most important thing we can tell the target market
You know...
the elevator
test!

34. HOW TO SAY IT
SINGLE-MINDEDNESS
34
Ideas
vs.
Information
The Power of an Idea
Einstein described his Theory of Relativity in the following way:
“that the laws of nature are the same for all observers in unaccelerated motion
and that the speed of light is independent of the motion of its source, so that the
time interval between two events was longer for an observer in whose frame of
reference the events occur in different places than for the observer for who they
occur at the same place.”
He also described relativity in another way: “If you talk to a beautiful woman
for an hour, it will seem like a minute but if you had to sit on a hot stove for a
minute, it will seem like an hour. That,” said Einstein, “is the theory of relativity!”

35. HOW TO SAY IT
SINGLE-MINDEDNESS
35
What makes a Great Idea?
The essence of a really good idea is about identifying your unique selling point and then
delivering your message in an original and clever way.
Here are a few examples of great ideas in advertising!
Any great idea
will do!

36. HOW TO SAY IT
SINGLE-MINDEDNESS
36
Example: Papa John’s Pizza

37. HOW TO SAY IT
SINGLE-MINDEDNESS
37
Example: Copenhagen Zoo

38. HOW TO SAY IT
SINGLE-MINDEDNESS
38
Example: Belgium Cancer Foundation

39. HOW TO SAY IT
SINGLE-MINDEDNESS
39
Example: Australian Red Cross

40. HOW TO SAY IT
SINGLE-MINDEDNESS
40
Example: BBC World

41. HOW TO SAY IT
SINGLE-MINDEDNESS
41
Example: Seeing Eye Dogs Australia

42. HOW TO SAY IT
SINGLE-MINDEDNESS
42
Example: Global Coalition for Peace

43. HOW TO SAY IT
SINGLE-MINDEDNESS
43
Example: Panasonic

44. HOW TO SAY IT
SINGLE-MINDEDNESS
44
Example: Summerville

45. HOW TO SAY IT
SINGLE-MINDEDNESS
45
Example: Karate Bushido

46. HOW TO SAY IT
SINGLE-MINDEDNESS
46
Example: Heinz

47. HOW TO SAY IT
SINGLE-MINDEDNESS
47
Example: Jobs in Town

48. HOW TO SAY IT
SINGLE-MINDEDNESS
48
Example: Colgate

49. HOW TO SAY IT
SINGLE-MINDEDNESS
49
Example: Yoga Center

50. HOW TO SAY IT
SINGLE-MINDEDNESS
50
Keeping it Simple
When asked what single event was most helpful to him in developing the theory
of relativity, Albert Einstein is reported to have answered: “Figuring out how to
think about the problem.”
You have to simplify not complicate.
Information degrades into noise, redundancy, and banality.
“More” does not solve the problem.
Cherish what is simple.
If you are trying to communicate a large number of things, simplify it to something
that people can understand in their minds.

51. ASSESSING ADS
“I like” and “I don’t like” really doesn’t help marketing departments and
advertising agencies make great work together. It either works or it doesn’t.
The secret is creating better conversation – here’s how...

52. HOW TO SAY IT
ASSESSING ADS
52
Assessing Communication
1. Impact
Nothing happens without impact.
Studies show the consumer reacts to advertising as follows:
86% of advertising is ignored
7% is remembered
7% is remembered favourably.
The really scary number is the first one, 86% of advertising is ignored.
The most important part of any advertising (by a factor of 17 to 3) is to stand out, to
separate itself from its environment. Without this, nothing happens
2. Communication
This isn’t art, this is propaganda.
It doesn’t matter what we think we said. What matters is what the consumer thinks we said.
So:
Subjectivity bad Objectivity good
Implicit bad Explicit good
3. Persuasion
Advertising is a “zero sum game”.
There is a finite amount of consumer spending available. No new money will appear.
If you want some of it, you need to divert it from somewhere else.
You need to let the consumer know that your product is better than the substitute.
This is where predatory thinking comes in and, in creative briefing, the binary brief.
Impact is the delivery system that
makes sure the warhead gets to
its target.
Communication is the firing device
that makes sure it goes off.
Persuasion is the warhead.
But, without the first two (the
Advertising parts) the warhead
(the Marketing part), stays where
it is and becomes part of the 86%.
Dave Trott

53. HOW TO SAY IT
ASSESSING ADS
53
AIDA(S)
A
I
D
A
S
Attention:
Attract the attention of the customer.
Interest:
Raise interest by demonstrating features and benefits.
Desire:
Convince them that it will satisfy their needs.
Action:
Lead customers towards taking action and/or purchasing.
Satisfaction:
So they become a repeat customer and refer.

54. TOOLS FOR DRIVING GREAT ADVERTISING

55. HOW TO SAY IT
TOOLS TO DRIVE ADVERTISING
55
The 3 Part Brief
Opportunity
1
2
3
Message
Reason to Believe
What is the opportunity or problem?
Why are you advertising? Take the consumer’s point of view, i.e. not “sales are down”, but rather
“consumers are choosing a cheaper alternative.”
What do we want people to do as a result of the advertising?
Who are we talking to?
A rich description of the target group, their beliefs, and feelings about the category, personality
and lifestyle dimensions. More than demographic information, although that is important.
What is the key thing that we want to say in the advertising?
State succinctly the single thing we want to communicate.
What information or attribute might help cause a response?
It could be a key product attribute, a key user need which the brand fulfils etc. Avoid a laundry list
approach.
What is the key response that we want from the advertising?
State succinctly the single thing we want people to feel, or notice, or believe as a result of the advertising.

56. HOW TO SAY IT
TOOLS TO DRIVE ADVERTISING
56
The 9 Questions
1. What am I offering?
2. Who am I and what are my credentials?
3. What problem does my offer solve?
4. Why is it worth trying or buying?
5. Who is my target audience?
6. Who are my competitors and how am I different from them?
7. What resistance or objections will people have to this?
8. What is the purpose of my pitch?
9. When, where and how do I want people to take action?

57. HOW TO SAY IT
TOOLS TO DRIVE ADVERTISING
57
Testimonials
The testimonial:
A trifecta of vanity, jealousy, and fear of being left out.
The bandwagon:
Polls and panels always make good authority figures to create a bandwagon.
Example:
Honda Accord: “In the eight years Car & Driver magazine has presented its Ten Best
list, only one car has been chosen every time.”
Crest toothpaste: “Four out of five dentists surveyed, recommend Crest”

58. HOW TO SAY IT
TOOLS TO DRIVE ADVERTISING
58
Power of Testimonials
A good testimonial really is worth gold. A testimonial
can get your prospect excited about buying (which
is something they want to do anyway) and it also
reduces their anxieties about buying from you
because they can read (or hear) about the success
you've had with someone like them, through a
testimonial.
The formula:
I am like you.
I had a problem like you and wanted to
achieve the same benefits that you do.
Like you, I was concerned about what I should
do, wondering if anyone could really help.
Well, now I know. (Your product or service) provided
(the benefit I desired). Just like it will do for you.

59. The End

60. Congratulations on completing Book 5: How to Say It
The final book in the Brand Box series is Book 6: When and Where to Say It
Contact us to get yourself a copy hellostepchange.com | +61 2 8030 8655 | chat@hellostepchange.com
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