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MYM FAQ 's...Questions About the System |
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- How is MYM different from other marketing philosophies?
MYM is based on simple human motivation. People naturally 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 their decision making process.
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- 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.
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- 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.
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- Why do you say that "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 completely changed the way advertisers approached the marketplace. Arguments of why a prospect bought were replaced with jingles and slogans. Creativity became the hallmark of ad agencies. After a few decades, everybody forgot that marketing is supposed to facilitate the prospects' decsion making process - and not necessarily just entertain them.
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- What percentage of advertisements 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.
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- 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.
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