By the end of the day we have a virtual encyclopedia of tips, tricks and techniques from some of the best advertising minds in the country!

Armed with this powerful information, is there any reason in the world why you and I should not be able to apply these same techniques to our own advertising?

The answer?

Of course not.

You see, these ad-agency folks aren't necessarily more intelligent. And because they're working in big agencies in downtown Manhattan certainly doesn't make them special. (More stressed, for sure, but not more special.) So forget this nonsense about having to be so incredibly creative to create powerful advertising.

The most powerful advertising is not very creative at all. It's simple. Direct. Pulls no punches. Doesn't play word games. And believe it or not, you don't even have to be an especially good writer

"So what DO you need, Drew?" you ask.

You simply need to follow the rules... the rules for creating effective advertising.

What are these rules?

They're the very same tips and techniques that you learned from standing behind the experts in the ad agency.

"But Drew! I never really stood behind those experts. I really never learned those rules!"

Fret not, my friend. That's why I'm here. To teach you those rules. I've been teaching these rules to thousands of people all over the world through my seminars, audio-cassette tapes and my free
e-zine, "AdPOWER!(tm) Online."

I can do the same for YOU... if you let me.

Let's begin by talking about your brain.

"Brains? Brains?!? This isn't biology class, Drew! Are we going to pick apart frogs, too?"

Of course not. But once you understand how YOUR brain works, you can learn to control OTHER people's thoughts. And guess what? This includes thoughts about buying YOUR product.

I thought that would grab your attention.

IT'S A FACT: When you talk about advertising, you're talking about sales.

When you're talking about sales, you're talking about persuasion.

When you're talking about persuasion, you're talking about psychology.

So naturally, when you're discussing psychology, you need to have a discussion about the human brain.

QUESTION: How does the human brain respond to communication?

Let's do a little test and find out!

Look at the following 2 words: JUICY LEMON.

Can you imagine what this object LOOKS like?

Can you imagine what this object FEELS like?

Can you imagine what this object would SOUND like if you dropped it from shoulder height?

Now imagine picking up of the sharp knife and slicing this object in half... picking up the juicy wedge... bringing it to your mouth... biting into it and feeling and TASTING the juices flowing inside your mouth, over your lips and tongue.

Isn't that interesting!

Simply by me TELLING you how to think about this object, I was able to direct, order and sequence what are called internal representations (or I.R.'s) in your brain. And I didn't even have to SAY the word! You simply READ the word and still I controlled your brain!

And guess what?

Because you chose to read my words, you had absolutely no choice in the matter because your reactions happened completely automatically. That's because simply by using what are called sensory-specific words, like a director of a Hollywood movie, I was able to INSTALL pictures, feelings, sounds, tastes and smells in your brain without even lifting a finger.

Now, grab a pen and write down this phrase and hang it above your computer:

(Did you notice how I say "grab" a pen instead of "get" a pen? Grab implies speed, force and urgency. There are a million ways you could "get" a pen. "Get" is vague, so the images it conveys are also vague. "Grab" is a more sensory-specific than "get.")

Ok, here's that phrase...

"The effectiveness of your advertising is directly related to the effectiveness of the internal representations that you create in other people's brains."

And it's very easy to do because I R.'s fall into only five categories.

V for Visual...

A for Auditory...

K for Kinesthetic...

O for Olfactory, and...

G for Gustatory.

HOT TIP: The more sensory specific words you incorporate into your ads, web sites, brochures, sales letters--ALL your advertising--the more effective your advertising will be.

Why?

Because you are forcing the elements of human experience into people's brains. You are forcing people to experience your product or service BEFORE they spend a penny to buy it.

YOU ARE FORCING THEM TO DEMONSTRATE YOUR
PRODUCT OR SERVICE ON THE MOVIE SCREEN INSIDE
THEIR HEADS!

Do you understand the power of this? As the director, you can force an experience so positive that they simply "must" buy!

"What the heck does that mean, Drew?"

Let me explain...

Every experience you have ever had... every experience you WILL ever have in the future, is encoded in your memory banks as no more than a combination of V-A-K-O-G.

That's it!

VAKOG is all your memory is! That's all your experiences are, as far as your brain is concerned.

You see, the only way to STORE experience... the only way to HAVE experience... the only way to PROCESS experience is through V-A-K-O-G. VAKOG is the "raw material" of human experience!

And what's so incredible is that to experience something, you don't need to actually go through the physical experience of doing that something... you simply need to vividly imagine that you have.

(Re-read that again!)

It's sales hypnosis. The same technique used by master hypnotists to break your phobias... boost your self-confidence... and reprogram your mind for success.

Whew! Ok, that's enough for this lesson. We'll continue in HYPNOSIS PART 2, and I'll give you practical ways to actually APPLY (Yippee!) the power of V-A--K-O-G to your advertising to hypnotize people to dig into their wallets and send you money!

Until we "meet" again in the next lesson, consider this moving quote from Goethe:

"Hell begins the day that God grants you the vision to see all that you could have done, should have done, and would have done, but did not do."

Success to you, my friend!

Drew Eric Whitman, D.R.S.
Direct Response Surgeon(tm)