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 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:

Photo Courtesy of Kem Meyer

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.

This article was written by my brilliant partner, Jeff Sexton.

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner

Most style guides are useless.

And, no, I’m not talking about visual style guides that specify fonts and logos and CMYK codes for brand colors.

I’m talking about style guides focused on Brand Voice — Copy Bibles, if you will. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.

Why?

Because they mainly consist of Brand Voice descriptions along the lines of:
“Widget Incorporated’s Brand Voice is mainly professional with a hint of humor.” Or
“Our voice is human and quirky.” Or
“ACME Corp is always respectful and honest in their communications.”

In other words, these documents are often nothing but an adjective word cloud put into guideline format.

There are no hard and fast rules (or even rules of thumb) in these so-called guidelines.  Nor are there any practical directions around how the brand’s “humanity” (or whatever) will be communicated in a commercial, e-mail, or Web page.
And, no, grammar guidelines don’t count. Cutting and pasting various bromides from The Elements of Style into a Copy Bible won’t auto-magically produce a recognizable voice.

None of this stuff will let a professional copywriter (let alone your average employee) create copy that sounds “professional but quirky.”  Or that has any kind of distinctive personality whatsoever.

The Road Runner’s Style Guide

Want to see a style guide done right? Here’s Chuck Jones’ style guide for The Road Runner Cartoons:

What’s great about this style guide?

• Notice that these aren’t guidelines; they’re freaking rules. Rules with words like “Never” and “Always” and “All” and “No.”
• Notice also that these rules are all astoundingly specific.
• Finally, and perhaps most importantly, these rules are aimed at establishing the internal logic of the Road Runner’s world.

Internal Logic!

Because world building is what real writers worry about. And world building is all about establishing the internal logic, the limitations, and yes, the rules of a given world.

THIS is the stuff that creates a distinct voice and personality. This is the stuff that separates Star Trek from Star Wars from Dune. Different worlds, different internal logic, different ideas about what the characters can and cannot do.

It’s why J.K. Rowling spent 5 years establishing the rules for Harry Potter before ever publishing the first book:

“The five years I spent on HP and the Philosopher’s Stone were spent constructing The Rules. I had to lay down all my parameters. The most important thing to decide when you’re creating a fantasy world is what the characters CAN’T do …you can tell with The Simpsons. It’s a work of genius. You can tell that they’ve structured it in such a way that they’re never at a loss for what their characters can and can’t do. That’s why they’re so believable – even though they’re little yellow people.”

If your Brand Voice guide or Style Guide doesn’t fit this profile — if it doesn’t build a world with internal logic and hard and fast rules — then you probably need to get yourself a new style guide, if not a new ad consultant altogether.

This article was written by my brilliant partner, Jeff Sexton.

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner

From Observation comes Innovation

Steve Jobs often hid in the bushes outside his local Apple Store in Palo Alto, California. He wanted to observe the entire customer experience, from the employee-customer interaction to how customers acted around his products. His goal was to provide the best products and a great customer experience all in one place. While the purchase of an Apple product was the end of the relationship in the past, the birth of the Apple Store encouraged customers to use the products before purchasing them, ask questions and speak to the Genius Bar should you have issues with a previously purchased product.

Coming up with a new innovative idea can be as easy as observing everyday consumers use your products in their natural environment. Not only does it let you see if they use your product in the way it was intended but it allows them to give you instant feedback and exposes any oversights you may have made. 

"At the Procter & Gamble Mason Business Center in Ohio, P&G set up a lab that takes customer discovery to a whole new level. At the oral health science 'Insight Suite,' a two-way mirror lets the company watch customers use products in a bathroom and a kitchen. Researchers can then note how users interact with the products and what they use them for." - Smart Insights

Gathering this information can shine light on uses for your products you hadn’t considered. Observation triggers and inspires new concepts. OXO President Alex Lee discusses how the company was able to design products that met consumer needs even when consumers themselves didn't know what they wanted or needed. Begin video at 8:20.

Watching your customers use your product in real life situations is crucial. You’ll find out what they like, what they don’t like, and what they would change to meet their particular needs. People don’t buy products for their features; they buy products to solve a problem they have.

Have you observed your product in action?

Morty Silber, CEO

Mad Strategies Inc.
a Wizard of Ads Partner