If You're Going to Run an Ad in the Next 6 Months, Watch This

Good morning. Did you ever see those bus benches that say bus bench advertising works? I talked about that. I had a whole video about it with billboards. And we've just experienced it right now.

If you're watching this, it's because you saw the headline on this video was, if you're going to run an ad in the next six months, watch this. Now this, I'm looking back 1997, journal number seven. And this was the beginning of the formula of using this headline context as a way to create the most responsive headlines that I've done. I had one of our big hits that it had was a book called how to Sell youl House for Top Dollar Fast. But the ad that we would run to generate leads and the ad, by the way, 30 years later that we still run to get leads for this is if you're going to sell your house in the next six to 12 months is the beginning of the ad.

Now, what happens with that is that you are drawing in exactly the right people. That's the whole purpose of your headline, is to bring them in with a directive as opposed to a question. So there's a difference between selling your house, question mark. That is very different than a statement that says, if you're going to sell your house in the next six to 12 months, you can't stop there. You can't stop there because it demands the second part of that equation, your brain, something called the zeigarnic effect.

Your brain can't stand an open loop. You can't have an unsolved mystery. It's what drives people there. So when you say you need to give a directive to close that loop. So if you're going to sell your house in the next six to 12 months, read this.

Now, you have to read this to get to figure out what you need to do if you are. If you are going to sell your house. Now, we've used this in so many different ways. This has become one of my favorite go to things. We've used it with financial advisors where when people are turning 62, there is the first opportunity, the first decision that they have to make about their financial future is whether they're going to take Social Security now or whether they're going to wait until they're 67 at full retirement age or 70 when they have to start taking it.

Because every year they wait, they get a little more money every month in their monthly benefit. So many people think this is. It'd be better for me to wait because I'll get more money. But the Reality is they're only talking about the monthly check. So on.

If you wait till you're 70, the first check that you get will be 40% more than what the check would have been at 62. But you've missed out on eight years of getting that 40% lower check. Your cumulative benefit is so much more. So there's a real like logical argument to be made that waiting till you're 70 means that you would catch up. It would be till you're 82 or 83, till you catch up to your cumulative benefit of what you would get by starting to take it at 62.

So presenting that argument needs an in. So if you start the conversation by saying if you or your spouse plan on collecting Social Security after, and we would put a date six months from the date that they are turning 62, that's part of the great thing about using direct mail, by the way, is you can pick people that are exactly at the age that you need. We picked 61 year olds that are six months away from their 62nd birthday. And using the words if you plan on collecting Social Security after and put a date six months in the future, that there's a real subtle thing that's happening in the minds of those people. I am, I just turned 60.

And so for my generation, the only narrative that we've ever heard about Social Security from as the moment that I remember or remember learning what Social Security is, the ongoing narrative is that it's running out of money and it's not going to be able to support all of the people. Everybody's been sounding the alarm bell. So for my entire growing up or as in adulthood, I, my whole generation never even really expected that we're ever going to get Social Security. So for people who are on the, the cusp of it, and you say something like, if you plan on collecting Social Security after September 2026, read this, it feeds into that narrative. And we do it in a way that looks very official.

We're all, it's all just presenting news. It's not an ad. You know, we look, make things look like, look like news. And so the immediate thing that that triggers on a deep psychological level is I knew it. I knew as soon as I got close that the whole thing's gonna go away.

Because if you plan on the immediate thing that our brain fills that void with is, oh, what's changing? What's gonna go wrong? How is this gonna be a bad thing for me? So you have to read and go on. And then we would offer people the Social Security benefits guide to show them exactly what they're entitled to and what to do and how to make that, that decision.

But we don't talk about trying to convince them one way or another to do something. We're just saying if you're going to do this, you probably need to know this. Here's the information that you'll need to do it. So we've used it for selling a house. If you're going to buy your first home in the next six months, read this.

We've used it with one of the greatest ones was with the Mosquito Authority. We did that. If you or someone you know has been bitten by a mosquito in the last 30 days, read this. And we were leading into the CDC every spring puts out a cautionary against mosquito borne illnesses and how to protect yourself from it because believe it or not, mosquitoes are one of the biggest killers of people in the world. And every year right here in America, thousands of people die from, from West Nile virus that they contracted by a mosquito bite.

So if you can think about whatever your people are doing when they're starting that, that process. If you're looking for a bigger house, read this ad. If you're looking for a great lakefront house, read this. Those are all direct ways to get your exact prospect to pay attention and give them the opportunity to get something that's going to help them make their decision. So I was excited to see this formula here because it's been for over 30 years, one of my go tos and I still use it to this day whenever I can.

Every idea that I've had, every dollar that I've made over the last 10 years, 30 years has gone through my brain, through my pen, onto a piece of paper in my journal before it went out into the real world. And if I can turn people onto that activity as a driver for what to do, what to think about, what to ask yourself to draw out, what the next most valuable action is for you and how to find the most profitable things that you can install in your business, I'm all for it. So this Friday at 1pm I'm going to do for the first time a 50 minute profit finder workshop. And you're going to join me live on Zoom and we're going to go through a 50 minute exercise. Bring your pen, bring a notebook or piece of paper and I'm going to guide you through a thinking process that, that will help you identify where the lowest hanging fruit is in your business and maybe some fruit that you didn't even know was there.

But I'm going to show you where to look for it. So it's free. It's for you. It's Friday at 1pm this Friday. Just watch.

Go to. What did we call the website, Josh? Minute Profit finder. Just go to 50minuteprofitfinder.com and I'll get you all the details and hopefully you can join us then. Friday, 1pM.