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How Is MYM Different From Other Marketing Philosophies?
MYM is based on simple human motivation. People intuitively always want to make the
best decision when they purchase something, and the heart of the MYM philosophy is
that marketing's #1 job is to facilitate the decision making process.
Should Marketing Be "Emotional" Or "Logical"?
Effective marketing will include BOTH. The Marketing Equation inherently handles both
sides of the equation - Interrupt and Engage based on emotional hot buttons, and
Educate based on a logical case. Here's one way to think about it - emotion gives life
to the logical argument, and logic gives validity to the emotional one.
Is There A Place For Creativity Within The MYM Model?
Absolutely. But the process is still 90% scientific ... if you can properly identify the
prospect's hot buttons and create good headlines, you can get great marketing results
without being particularly "creative."
Why Do You Say 'Everything You've Ever Learned About Marketing Is Wrong'?
Because almost all of the exposure that people have had to marketing and advertising in
the last 50 years has been showing them examples of under-leveraged marketing. In
the 1950's and 60's television entered the marketing mix on a national scale and
changed the way advertisers approached the marketplace. Solid reasons why a
prospect should buy from a business were replaced with more time efficient jingles and
slogans. Creativity became the hallmark of ad agencies. After a few decades,
everybody forgot that marketing is supposed to facilitate the prospects' decision making
process - and not necessarily just entertain them.
What Percentage Of Ads Would You Say Are "Wrong"?
First of all, don't confuse "done wrong" with "won't work." The real problem is ads that
are under-leveraged ... meaning they don't work as well as they could. They don't hit
the right hot buttons (or any hot buttons at all) and/or they are geared toward the wrong
part of the educational spectrum. That being said, nearly 100% of all advertising is
done WRONG.
Is The Marketing Equation Really All That Unique?
Yes it is. 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. We explain how the brain
works - alpha mode, beta mode, reticular activator, activators, and hot buttons. The
MYM system shows you 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 Educational Spectrum analysis. These
elements are completely missing in other methodologies.
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please ask it here. The FAQ will be updated periodically to include new questions.
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