Write to Engage

How to get the most out of your investment in the Sensory Logic System of creating commercials that make money for your clients…consistently!

Each Member gets to submit One Commercial that you have created in house. The Commercial must have at least two voices, not counting a voice-over at the end.  The commercial cannot start with price.  Even Walmart cannot start with price and be successful.

Rewrite a commercial for one of your largest advertisers.

Before you sit down to rewrite the commercial make sure that you have spent 30 minutes going through the webinar “WriteToEngage.com”, access code 9270.

A great way to improve your copywriting skills is to download, one at a time, a commercial done by a member of the Idea Bank along with the review by Sensory Logic, that will be posted on the Idea Bank website.

Before you look at the Sensory Logic review, rate the commercial as an “A” “B” or “C”.

An “A” will produce on average 8 Times the Return on Investment (ROI) as a “C” commercial.

A “B” will produce on average 2-4 Times the ROI as a “C” commercial.

A “C” in most cases will not pay for the cost of running the commercial.

The “18” Principles of Engagement” were developed by Sensory Logic, by Facial Coding a group of Radio Commercials.

The science of Facial Coding is the most accurate way to read emotions in commercials.  The face cannot lie.  There is no thinking involved, it is the visceral reaction that is measured.  Sensory Logic of Minneapolis is the leading company in the world that used Facial Coding to test TV Commercials and TV Pilots.  They are the company that predicted that the “Big Bang Theory” would be a big hit for CBS.  Sensory Logic has worked with more than 50% of the top 100 Consumer-oriented companies in the world.

Just to be clear, your radio commercials are not being Facial Coded.  That costs $6,000 for a 60’s and $5,000 for a 30’s.  Sensory Logic is taking what they learned by Facial Coding Radio Commercials and are applying that learning to review your commercials.

The deadline for submissions is April 15^th. Send your scripts to T David Luther for submission.

See the submitted scripts here.

18 Principles of Engagement, Created by Sensory Logic 

1. 3-second rule, pull the listener in quickly
2. Keep it close to home by playing off what is familiar
3. Always have personality
4. Mirror the values of the listener
5. Provide a sense of membership
6. Be sensitive to gender gap
7. Relevancy drives connection
8. Always sell hope
9. Branded solution as hero
10. Make it memorable
11. Create suspense
12. Tell a story
13. Keep it believable
14. Promote intimacy
15. Don’t (or never) lead with price
16. Paint a mental picture
17. Vary pace and intonation
18. Guard against bald spots

(single announcer/large announcer block)