Why is it that you can remember the words to a song from the early 1970s, but you can’t remember where you put the car keys?
Music has an amazing way of worming its way into your brain because it enters through a back door known as the right brain.
It’s no secret that the brain works in two halves. The left side deals in numbers, facts, figures, and logic. The right side deals in fantasy, song, poetry, and the abstract.
So when a song enters your brain, it walks in through the free-thinking right side and lodges itself firmly in your memory forever.
Advertising can do the same thing, but 90% of it doesn’t.
Instead, 90% of the ads you see, hear, and read spew out facts, figures, and logic. The left side of the brain analyses and quantifies the data, and quite often mentally debates whether it is valuable or not. Is 3.9% financing a good deal? Does $20 off really matter? Your left brain protects you from data overload, filtering out the crap that it has heard a thousand times before.
Most of what the left brain sees, hears, and reads gets instantly rejected.
On the other hand, the right brain just wants to sing.
When your advertising speaks to the right brain, it sneaks in unexpectedly.
The right brain craves colorful words, surprising phrases, songs, poems, and the unusual and unique.
It might seem risky to let go of those stupid advertising cliches you and your competitors have been using for decades, but the leap will pay off. Big time.
