Brian, good thoughts!
The Neuroscience of Behavior Change link you sent was a great explanation of what Dr. Alan Baddeley calls “Procedural Memory.” You will recall this from The Magical Worlds Communications Workshop at Wizard Academy.
- Working Memory is consciousness, imagination, the thought you are thinking NOW.
- Semantic Declarative Memory contains things you can remember, but you cannot remember how or when you learned them.
- Episodic Declarative Memory is like Semantic Declarative Memory, except that you can remember the episode; the how and when of the learning.
- Procedural Memory is long-term, involuntary, automatic recall. It is electrical memory aided by chemical traces along the neural pathway. A perfect golf swing, the movement of fingers by a typist or a concert pianist, or the automatic recall of an advertiser’s name; all these are positive expressions of Procedural Memory.
The greater the impact of the message, the less repetition is required. And keep in mind, repetition costs money.
The Short-Term Goal of the Direct Response Ad Writer is to speak to an immediately-felt need of the customer who is currently, actively in need of the product or service in question.
The Short-Term Goal of the Future Needs Ad Writer is to create Episodic declarative memory by saying or doing something new, surprising, or different, so that future recall of the episode might be established. To do this, the ad writer must make the reader/listener/viewer smile, laugh, cry, become nostalgic, become fearful, or get angry.
This is because emotion triggers adrenaline and adrenaline is the biochemical adhesive that creates those chemical traces along the neural pathway. Information without emotion is of limited value.
The Long-Term Goal of the Future Needs Ad Writer is to deliver a series of salient messages with enough repetition-over-time to create Procedural Memory, but without any of the negative associations that come with anger, sorrow and fear.
So now you understand PTSD. It is simply is a negative expression of the long-term, involuntary, automatic recall known by neuroscientists as Procedural Memory, a product of Salience (importance, relevance, or surprise) times Repetition. With enough salience, a repetition of only one is sufficient to create Procedural Memory.
Always good to hear from you Brian!
Oh. One last thing: Those of you who didn’t see Brian’s email to Indy Beagle in last week’s rabbit hole were likely intrigued by the new, surprising, and different opening of today’s Monday Morning Memo: “Brian, good thoughts!”
“Am I reading a private email to someone named Brian?” Or you may have wondered, “Brian who?” or if your own name is Brian, you may have asked, “How is the wizard personalizing the main body of the Monday Morning Memo to each individual reader?”
In any case, those opening 3 words achieved reader/listener/viewer engagement, the first step in The Short-Term Goal of the Ad Writer.
Roy H. Williams
Sometimes it pays to have a schtick. According to the March 12 edition of The Wall Street Journal, Black Rifle Coffee Company almost doubled the sales of their weapons-themed coffee in 2020 with reported sales of $163 million. Roving reporter Rotbart first profiled Evan Hafer, the Green Beret founder of Black Rifle Coffee in 2017. Evan’s vision was “to appeal to fellow military veterans and 2nd Amendment advocates” with coffees such as his popular AK-47 Espresso Blend. Many people take their coffee with cream or sugar, but Evan has proven that a big piece of the population likes their java with a dose of politics mixed in. “I don’t need to be everything to all people,” Evan told the Journal, “We’re going for roughly half.”
A schtick is a comic theme or gimmick. The word entered the English language from the Yiddish shtik (שטיק)