Is the Marketing Equation really all that unique?
IS IT EVER! Direct response marketing has had a formula for eons called “AIDA” which stands for Attention, Interest, Desire, Action. THe problem with this formula is that nobody really seems to be able to teach anybody how to pull it off in real life. All the direct marketing books say “You need to get the prospect’s attention,” but there is no science behind how to do it. Again, they default to creativity. When you understand how the brain works – alpha mode, beta mode, reticular activator, activators, and hot buttons, it makes all the difference in the world. The MYM system shows us exactly how to drill down to those important and relevant issues and then write headlines accordingly. The key to the whole process is proper identification of the hot buttons and what we call an Educational Spectrum analysis. These elements are competely missing in other methodologies.
