Resources
Jerry has developed an exclusive partnership with Sensory Logic — the premier testers of marketing creative. Sensory Logic uses the science of Facial Coding to accurately gauge emotional engagement among consumers. They have helped more than half of the world's top consumer-oriented advertisers and were responsible for predicting that The Big Bang Theory on CBS would become a hit TV show.
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Sensory Logic has tested thousands of commercials for engagement, and based on their research, have developed 18 Principles of Engagement. These principles will help radio stations, copywriters and agencies develop creative that is on-emotion.
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18 PRINCIPLES OF ENGAGEMENT
TOP 5
1. Always have a personality—we buy from whom we like, and zero-personality is a non-starter.
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2. Relevancy drives connection—motivation depends on sparking emotion; indeed, the two words are intimately related.
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3. Make it memorable—emotions don’t just spark a call-to-action, they spark recall, too.
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4. Keep it believable—trust is still the emotion of business.
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5. Guard against bald spots—what’s flat or dull kills momentum, encouraging listeners to turn away.
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THE OTHER 13 PRINCIPLES AND RELATION TO THE TOP 5
Always have a personality
a.) Mirror the values of the listener
b.) Be sensitive to the gender gap
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Relevancy drives connection
a.) Keep it close to home
b.) Provide a sense of membership
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Make it memorable
a.) 3-second rule
b.) Always sell hope
c.) Paint a mental picture
d.) Create suspense
e.) Tell a story
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Keep it believable
a.) Promote intimacy (don’t shout)
b.) Branded solution as hero
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Guard against bald spots
a.) Vary pace and intonation
b.) Don’t lead with price
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WRITE-TO-ENGAGE WEBINAR
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If you are a radio station or copywriter and would like access to view a special 30-minute webinar, created by Sensory Logic, email Jerry here for a password.
