How to Make a Fortune using Involuntary, Automatic Recall
A musician who has mastered their instrument can play magnificently without having to think of the finger positions required to play each note.
We can type without thinking of the locations of the letters on the keyboard.
Without thinking, you lift your foot from the gas pedal and move it to the brake when you need to slow down or stop.
We call this muscle memory, but the muscles have no memory. These examples of involuntary, automatic recall are the result of well-worn pathways in the brain, a phenomenon known as procedural memory.
Another example of procedural memory is that the average person can sing along with more than 2,000 songs they never intended to learn. But my favorite example of procedural memory is that money-making-moment when a name automatically pops into a person’s head when they need what your company sells.
Relational ad writing + mass media is how you train procedural memory and become a household word.
The cost of media to make this happen is between 40 cents and 90 cents per person/per year, depending on where you live.
When you know how to write relational ad campaigns, the price of owning the hearts and minds of 100,000 people is somewhere between $40,000 and $90,000 a year.
Do you know how much money you can make when your name is the one that 100,000 people think of first – and feel the best about – when they, or any of their friends, need what you sell?
200,000 people cost between $80,000 and $180,000/year.
300,000 people cost between $120,000 and $270,000/year.
400,000 people cost between $160,000 and $360,000/year.
500,000 people cost between $200,000 and $450,000/year.
Counterintuitively, the cities that cost only 40 or 50 cents per person/per year are typically larger cities. The cost per per/per year is more expensive in smaller towns.
The well-worn, synaptic pathways of procedural memory are the product of relevance x repetition.
- When there is no emotional connection, a thing is irrelevant.
- When we have an emotional connection, it is relevant.
- When our emotions are high, it is highly relevant.
Relevance refers to how much something matters to you.
Relational ad writers dramatically increase the relevance of whatever you are selling. They win the hearts of the public, knowing that their minds will follow. The mind will always create logic to justify what the heart has already decided.
Les Binet is a data scientist who, with Peter Field, has been paid to study the cause-and-effect of ad campaigns for many years. This is what Les Binet had to say recently regarding short-term “sales activation” versus the long-term brand building that can be accomplished by relational ad writers:
“The effects of activation are fairly straightforward. You get an immediate behavioral response; you get an immediate sale. It tends to be very short term, short-term volume. The effects of brand building are also immediate. People don’t sometimes realize this. It is not a delayed effect, but they last a lot longer. They tend to be less dramatic in the short term, but they last a lot longer. So you get a continuing flow of sales for days, weeks, months, years. I’ve seen an example in the last couple of months where you get a 15-year sales effect. So that’s the first thing. And then the second thing that’s really important to understand is that you also affect the price that people are willing to pay. If you engage people on a rational level, then you engage the rational brain, at which point people start doing value trade-offs in a very rational way. When you engage the emotional brain, as it were, not exactly as simple as that, but when you engage people emotionally and make people feel that they want a product in an irrational way, then you kind of de-fang the price pain. People are willing to pay more. So short-term volume versus long-term sustained volume and price and margins, those are the key differences.”
Most online marketing dollars are aimed at short-term sales activation. Brand building happens offline.
Take a look at how you’re currently dividing your ad budget. That’s where your journey begins.
Where you go next is up to you.
Roy H. Williams