Non-Fat Advertising: Are You a Specialist?

The SPECIALIST: Do you do one thing well?  Or do you do a lot of things “so-so”?

Isn’t it easier to remember a specialist than a jack of all trades?  Take MY industry for example – Advertising.  There are “marketing” firms that started out being a specialist in websites.  But then they said, “Let’s take more of our clients’ money, and become an ad agency?  How hard can it be?  We can do it all.  Radio, TV, Print, Web, Billboard, ad placement, and so on.  We’ll be rich!”

Can you guess the caliber of work that they do?  There are a few agencies that have the proper talent in place to do it all well.  But it all depends on the talent they’ve recruited.

This happens in many businesses.  How about yours?  Once a business tries to be multiple “specialists”…you become a specialist to nobody.  You also leave yourself open to competitors entering the market attempting to become the specialist that you used to be.

It’s all about perception.  The consumer’s perception…not yours. How are YOU perceived in the public’s eye?  What are you known for?  Are you known as a specialist?  You may think you are…but are you sure?

I’m trying to become a specialist in the Sales Message. I want to be known as the guy that can help you “say it better”.  The writer that can get your prospect’s attention and help you sell your phenomenal product or service to them effectively.  The person that can position you as a specialist so you can gain profitable new customers.

So, ARE you?…

…a specialist?  Your next new customer would love that.

Have a great day!

Duane Christensen

Non-Fat Advertising

I’m a marketing guy and ad writer. This isn’t just about better ads either, it’s also about a strategy to set you apart and help you be remembered (in a good way). I write this marketing blog because I’m on a mission to help you get more from your advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.

Non-Fat Advertising: A place in your brain called Broca

I learned about Broca from a guy that has since built a castle.  The Wizard of Ads castle is where Roy Williams teaches his “modern-day” business courses in Austin, Texas.  A little side-note: one of Roy’s 3-day advertising workshops called Magical Worlds…actually changed the way I looked at the world.

In one of Roy’s best-selling business books, I learned about Broca’s Area in the brain.  I’ll give you the shortened version.  Broca is the area in your brain that anticipates sounds, words, and basically what’s going to happen to you next.  And if Broca sees something coming, it means it’s pretty unmemorable or even boring.

So, how does this relate to advertising or creating better sales messages?

In order to make your message “stick”, you must first surprise Broca.  Most ad messages are anticipated by Broca.  And Broca slams the door on a ho-hum, predictable message, denying access to your memory.  You can surprise Broca and gain further entrance into the brain by telling people something they didn’t expect to hear…

Tell a unique story; use words that are colorful, new, and non-cliche; provide interesting information that’s truly useful; etc.

I have a clear memory of one of my childhood dogs being shot with a .243 caliber rifle.  Every detail is painfully clear.  Why?  Because it was unexpected, emotional, loud, the words I heard prior were unpredicted, and so on.

Want your ads to perform better?  Say something we don’t expect.  Using Roy Williams’ terminology – “Surprise Broca.”

I have to give credit to Roy Williams, his books, and Wizard Academy for a portion of my writing, advertising, and marketing education.

Want the real explanation of how Broca effects advertising (I can’t do it justice)? Start by getting the Wizard of Ads trilogy.

Duane Christensen

Non-Fat Advertising

I’m a marketing guy, ad writer, and business grower. I write this marketing blog because I’m on a mission to help local businesses get more from their advertising bucks. I also wrote a  a no-nonsense book about how to take a bigger slice of market share with better advertising. It’s called “Take a Bigger Slice”.


What makes a joke funny?

One of the biggest reasons a good joke if funny is because the punchline is unexpected.  ANYTHING that really gets our attention is unexpected.  So, wouldn’t you agree that if you’re creating any kind of sales message or advertisement, it would be wise to include something unexpected?

Think of your last ad or sales message that you created.  Can you honestly say that you used words that weren’t considered “ad speak”?  Did you give information that people did not see coming from a 1,760 yards away?

If your answer is no, then the effectiveness of that sales message was probably minimal.  Wouldn’t you also agree that if you’re going to advertise a service, product, charity event, or an opportunity of some kind, that it’s most important to get your MESSAGE right?

What if you’re giving a presentation?  You might have all the coolest, high-tech tools at your disposal to give a hip presentation (power point, video, pie charts, music, lights, animation, etc.).  But if your message doesn’t keep us on our toes, or it the information doesn’t teach us something new or at least help shed some light on a misunderstood concept…you’ve lost us.  Or maybe even lulled us to sleep.

Next time, I’ll share with you the part of the human brain that needs to be considered while creating any new advertisement, sales message, wedding proposal, or even if you just want to ask some friends to help you move.

What makes a joke funny?  The punchline is unpredictable.  It’s unexpected.  Out of left field.

The unexpected is memorable.  Would you like to be more memorable?

“When I was a kid my parents moved a lot, but I always found them.”

The Truth Behind Word of Mouth

Your competitors hope that you keep thinking word of mouth is enough.  Your competitors LOVE the fact that you’ve never found out HOW to create an ad campaign that attracts new customers constantly and consistently.

For the vast majority of businesses, word of mouth is not enough to grow like you want to grow.

But what does good advertising really do?  It accelerates word of mouth.  If you’re a great business, good advertising will help you grow.  If you’re a lousy business, good advertising will help you go out of business faster.

You can’t rely on ONLY word of mouth if you want to continue growing…or at least protect your current market share.  Why?  Because of competition.  And if you don’t have any competition right now, you soon will.  Your competition would love it if you keep saying that word of mouth is enough – it won’t be long and you’ll be in their rear view mirror.

So, what’s the first step?  Do you have an advertising budget?  Stop shooting from the hip and make a plan.  When you find the right words to communicate with your premium prospects, advertising is something you’ll love to plan for.  When you finally advertise the right way, you’ll never want to stop.  It will become a game you become addicted to.  A game that makes your business grow, keeps you more profitable, and keeps accelerating your good word of mouth.

Have a great word-of-mouth day!

Duane Christensen

Non-Fat Advertising blog

Need a free DIY ad writing manual? Click on the link at the top o’ the page!