If I told you one particular book sells almost 300,000 copies every single year, what would you guess actually drives those phenomenal yearly sales?
Want a few hints?
1)   It’s not a how-to, Chicken Soup, or For-Dummies book
2)   The vast majority of those 300,000 copies are sold in the spring
Give up?
The book is Dr. Seuss’s Oh The Places You’ll Go – an incredibly popular gift for graduates.
That book manages to powerfully communicate what hundreds of thousands of parents and relatives all want to say but can’t seem to say nearly as well as the good Doctor Suess.  And because he has so graciously supplied them with the means of saying it, Dr. Suess continues to sells huge amounts of books each spring.  Spring, after spring, after spring – as long as there are proud parents of new graduates needing to hear the message.
The question for you, dear Business Owner, is what are you helping people say?  What are you helping them say about themselves? And what are you helping them say to others?
Are you willing to harness the same profit engine that Dr. Suess has used to sell millions upon millions of copies of Oh The Places You’ll Go?
This brilliant radio ad by Adam Donmoyer represents a perfect example of how to harness this power to drive sales:
****Radio Ad featuring the “Daddy’s Little Girl Watch thingy*****
That ad sold more watches that Fathers’ Day than that particular jewelry store has ever sold on any day, ever.   All because they helped plenty of daughters say what they really wanted to say, but didn’t quite now how.
What are you helping your customers to say?

If I told you one particular book sells almost 300,000 copies every single year, what would you guess actually drives those phenomenal yearly sales? Want a few hints?

  1. It’s not a how-to, Chicken Soup, or For-Dummies book
  2. The vast majority of those 300,000 copies are sold in the spring

Give up? The book is Dr. Seuss’s Oh, The Places You’ll Go – an incredibly popular gift for graduates.

That book manages to powerfully communicate what hundreds of thousands of parents and relatives all want to say but can’t quite seem to say nearly as well as the good Doctor.  And because he has so graciously supplied them with the means of saying it, Dr. Suess continues to sell huge amounts of books spring, after spring, after spring – for as long as there are proud parents of new graduates needing to hear the message.

The question for you, dear Business Owner, is what are you helping people say?

  • What are you helping them say about themselves?
  • What are you helping them say to others?

Because not quite knowing how to say what’s on your heart is something we all suffer from – and something most of us will gladly pay for relief from.

Are you willing to harness the same profit engine that Dr. Suess has used to sell millions upon millions of copies of Oh, The Places You’ll Go?  This brilliant radio ad by Adam Donmoyer represents a perfect example of how to harness this power to drive sales:

Daddy’s Little Girl

That ad sold more watches that Fathers’ Day than that jewelry store has ever sold on any day, ever.  All because they helped plenty of daughters say what they really wanted to say, but weren’t quite able to give voice to on their own.

What are you helping your customers say?

Even skeptics believe everything they’re told.  We all do.
At least, we believe it long enough to understand the message.  We wired that way.  There is no neutral parking wherein we can “hold” an idea while we evaluate it.
Humans have to believe in order to understand, and they have to understand before they can reject*.  Hence the efficacy of push-polling in swaying – rather than just measuring – voter opinions.
So what does this have to do with writing?
Read the following and see:
*** Insert of Letter ***
Clearly, nobody actually believes all the things said in this letter.  Nor are they expected to, as the claims are all made tongue in cheek.
But the very positive mental images were all vividly played out anyway, weren’t they?  We all accepted the propositions as true for whatever fraction of a second it took to understand them.
And doesn’t the afterglow of those images still lighten your smile?
Now think of this: those cheery images have now attached themselves the company’s name within your mind.  Recall the name, and you’ll likely recall these same images and feelings.  And however irrational it might be, you’re now more likely to assume this company has higher quality and customer service standards because of this letter.
Just something to keep in mind.
* Now, simple exposure to human nature tells you that “understand” is a relative term, as lots of people reject ideas and messages out of ignorance.  Yet it’s not total ignorance!  Those people reject ideas they mis-understand

Even skeptics believe everything they’re told. We all do, actually.

At least, we believe it long enough to understand the message.  Apparently, we’re wired that way.

Since our brains have no neutral parking wherein we can “hold” an idea pending evaluation, we’re forced to believe first and then evaluate.  Or so says recent research by the eminent Harvard psychologist, Daniel Gilbert.

All of which is hardly news to (but certainly explains the actions of) politicians using push-polling to sway voter opinions.

So what does this have to do with writing?

Check out how CD Baby puts this psychological dynamic to good use:

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Clearly, nobody actually believes the things said in this letter, nor are they expected to, as the claims are all made tongue in cheek.

But the very positive mental images were all vividly played out in your mind anyway, weren’t they?  We all accepted the propositions as true for whatever fraction of a second it took to understand and imagine them.

And doesn’t the afterglow of those images still lighten your smile?

Now think of this: those cheery images have now attached themselves to the name “CD Baby” within your mind. Recall the name, and you’ll likely recall these same images and feelings.  And however irrational it might be, you’re now more likely to assume this company has higher quality and customer service standards because of this letter.

While most of us like to scoff at “cheesy” Jolly Green Giant-type commercials, when properly executed, the silly, personality-driven aspects of those commercials can still work their magic, even among the cynical.

Just something to keep in mind 😉

P.S. Full props to Kem Meyer, from whom I stole the CD Baby Letter/Image, and a hat tip to my friend Manley Miller for bringing her blog post to my attention.

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