Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone by Drew Eric Whitman

Author:Drew Eric Whitman [Whitman, Drew Eric]
Language: eng
Format: epub, mobi
Tags: Business & Economics, Advertising & Promotion
ISBN: 9781601630322
Google: dRKgNQAACAAJ
Amazon: 1601630328
Publisher: Career Press
Published: 2008-10-01T16:38:52+00:00

[Looking at watch.] Well, George, that’s my advice. And I’ve been doing this for only 23 years. I’m sure you’ll do whatever you feel is right for you. Gotta run!

[The sound of ripping brown hair.]

Remember: The more specific your words—described with PV’s—

the clearer the pictures. Even if your product or service is similar to your competitors’, you can still stand out by using this technique.

EXAMPLE #1: Cleaning Service

DON’T SAY:

“Our expert cleaners will make your office sparkle like

new.”

DO SAY:

“We make your walls and floors hospital-bright, your

restrooms sparkling and sanitized, your windows gleam-

ing clean, and your carpets fluffy, fresh, and deodorized.”

EXAMPLE #2: Italian Restaurant

DON’T SAY:

“People love our authentic Italian food because we pre-

pare it like we do for our own family. Try it, it’s delicious!”

DO SAY:

“We make our pasta fresh every morning. We bake our

own bread, golden and crusty.

Our sauce is made from scratch—never from cans. Every-

thing we serve is homemade, 100 percent natural, and

delicious.”

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CA$HVERTISING

CA$HVERTISING Tip: The business that doesn’t play the “PVA game” automatically loses. Because the advertisers that use this technique give the impression that they’re more qualified, better equipped, more conscientious, and better able to meet their customers’ needs.

Why? Because they’re the only ones telling the whole story, which automatically gives the impression that the others don’t do these things. It’s a devilishly potent psychological tool that sends the competition scram-bling because they’ll quickly realize the disadvantage you’ve thrust upon them.

Ad-Agency Secret #18:

Directing Mental Movies

Answer these questions honestly:

1. Would you rather eat a fruit tart, or a big slice of deep-dish bing cherry pie made from freshly picked, organic fruit, and a flaky, handmade, buttery crust, topped with a big

scoop of double-churned vanilla-bean ice cream? Ooooh,

look how all the sweet cherry juice flows out every time your fork sinks into that nice, thick slice. Yeah...put a little whipped cream on it, will ya? Wow...did you ever see so

much fruit?!

2. Would you be more repulsed by having to kill a few bugs, or having to destroy an active nest of angry black widow spiders, including a quivering web of their just-hatched-hot eggs, guarded by their mindless, poison-fanged mother?

Don’t forget that just one female black widow can blow out four to nine egg sacs every summer, each containing up to 750 eggs incubating a fresh new load of up to 750

spiderlings in just 14 to 30 days. Worse still, each venom-ous arachnid lives—no, mates and breeds!—inside your

home with your children and pets, for up to three full years!

Try killing them yourself if you must, but think about

this: If you miss killing just one egg-engorged female (or one of her hundreds of nearly microscopic crawling babies), you’ll suffer a full-blown arachnid infestation in no time! I’ve been at war with black widows for the past five years, and there’s nothing worse than feeling something

crawling across your skin at night when you’re in bed. Well, 132

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Ad-Agency Secrets

actually, one thing is worse...discovering that the “queen mother” blew out a pile of fresh hot eggs

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