NLP In Radio Commericals by Harlan Kilstein | Aug 4, 2010 | Blog | 8 comments Share on Facebook What can you spot in this commercial? Feel free to check out Beach Millions and learn from the copy and video there. 8 Comments Tom Boyd on August 4, 2010 at 11:39 am The cash register “ring” is a pattern interrupt. It’s also “pacing” because It gets faster as the advert goes on. The sound of the beach is also hypnotic and relaxing and creates the listener to imagine being at the beach (freedom is their ideal outcome). Switching from the female voices to a mans voice (yours) is another pattern interrupt and gives a reason for people to act straight away (the free video). The conversation between the women is also really good as it covers all the objections most people would have about starting a business online. Jim Van Wyck on August 4, 2010 at 12:36 pm fun commercial cash register sound is an auditory metaphor cash register sound is an anchor to experiences elicited from the metaphor girl 1 checking laptop has lots of pre-suppositions built in about her success — that it’s easy, doesn’t require expertise, costs less than an expensive swimsuit, can have success AND time at the beach, girl 2 questioning is the surrogate for the listener (prospect) girl 1 is the auditory version of the “after” picture girl 2 is the “before” picture girl 2 voices the prospects main questions and objections girl 1 answers the objections and questions Dr. K’s voice at the end gives an additional reason to respond with the free video (ie urgency) and limits it to a mere 75 responders (scarcity) I’m sure Dr. K has much more embedded there … But all those cash register rings are making me get back to work on things that will ring my register….. Great Ad Dr. K Jim Van Wyck Ken Hammond on August 4, 2010 at 3:34 pm Awesome Harlan! How are you going to track results? I’m interested in radio advertising, but need to have a separate domain name to see if it’s profitable. Thanks, Ken Lee Marcus on August 4, 2010 at 9:31 pm The cash register rings each time the Beach Millions member has made a sale while sitting at the beach. During the 1-minute commercial, the register rings 4 times, indicating 4 sales. Four sales in 1 minute = 240 sales in 1 hour = 2,880 sales in 1 day of 24 hours. The listener infers that the Beach Millions woman is making a FORTUNE while sitting at the beach and letting other people do all the work. The last time the cash register rings is while Harlan says the work “respond.” The ring marks out the word “respond” as a command. Why not say “respond now” to make the command more explicit? As Tom Boyd commented, the background sounds are of seagulls chirping at a beach, causing the listener to remember a time the listener was relaxing at a beach. Who wouldn’t prefer to relax at a beach and still make a lot of money, rather than sit in an office all day and make much less money? The Beach Millions lifestyle is very inviting! The fact that the Beach Millions member is making a lot of money while relaxing at the beach and while possessing no technical Internet skills gives the listener HOPE that the listener can change his or her life by joining the Beach Millions program: if the woman in the commercial can do it, so can I! I have read that to succeed, every ad for a business opportunity must offer the customer HOPE of a better life. Frank Gazerro on August 5, 2010 at 5:28 am First, Jim Van Wyck, great observations about the two women being the before and after pictures and the register anchoring the experience. Here’s what I noticed: 1. Mary brought her laptop to the beach: mild implication of success 2. She brought it to see how much money she was making from her “Online business.” Assumptions: a) Online businesses make money b) Specifically, Mary’s online business makes money. c) It makes so much money, she even wants to check it at the beach. 3. Cash register ring: a) Is a pattern interrupt b) Mary’s friend is surprised by it (it interrupts her) c) Mary is not surprised. She is used to the “ring” because she makes so many sales. d) Mary says she just made “another” sale, implying there have been sales prior to that. e) Paces the user throughout. 4. The friend asks, “Where on earth did you learn how to build a website? Your not tech wizard…” Presupposes that building a website is difficult and only “tech wizards” can do it. 5. Mary says, “I joined BeachBusinesses.com they showed me how…without doing any of the world…I learned how to get other people to do it for me” This is preframing a few potential objections: a) I don’t want to / I don’t want to do the work b) I don’t have time 6. Friend replies, “Isn’t that expensive?” Mary says she paid less for the site than her friend’s swimsuit. a) Preframes the objection: “I don’t have the money to do that,” b) Suggests that anyone can afford it, since most people can afford a swim suit 7. “I get to vacation and spend time with family while my website does all the work.” a) Presupposes the audience’ desired outcome: vacations, family time, less work. b) Directs audience’ imagination to see themselves doing these things 8. “Can anyone do it…” Preframes objection: “It won’t work for me.” 9. Interrupt. “The first 75 to respond…” implies scarcity and puts pressure on the audience. Frank Dave on August 7, 2010 at 3:42 pm Harlan, Is the sneaky technique that the seagull sounds are louder during the selling parts of the conversation, when the lady with the business is talking? Drawing the unconscious to pay more attention to those points and the benefits Peace Dave Tim on September 5, 2010 at 3:17 pm Just a comment (with good intentions)…I think you would get a higher response if you removed your sunglasses…I trust you because I know you but a new visitor to your beach video may not trust you as you may be perceived as trying to hide your eyes…you know what they say about lying eyes…there’s even a song about it. Best Regards, Tim PS. But you do look cool Dr. Kilstein on September 6, 2010 at 7:44 am I’ll keep that in mind as we test.