Hi!

There's a lot of truth to what you're saying here. Advertising -- and Hollywood -- have a really done a job on manipulating the masses.

But, there's good advertising and there's bad advertising. It's all a bit manipulative, to be sure. We all need things to satisfy our needs -- and our psyche. And in advertising we start with the thought of what is going to make the prospect buy our product.

There are 4 hard motivators: fear, exclusivity, greed and guilt. Plus 2 soft motivators: convenience and pleasure. There are shades and offshoots for all of these, too. But, the important point is stick with the basic motivators to find out what the pulse of the public (i.e. your consumer audience) is. Then match your strongest benefit with the motivator that will create the most impact and response from the consumer.

Are you getting bored yet?

As a former Mad Man, I can assure you that peoples minds were open for manipulation. Ask Don Draper. The Advertising community saw an opening, an opportunity -- and began to exploit it in a way it had never been done before. Psychologically.

But, the good psychology at work in a lot of advertising is the psychology of choice. Why you should choose one particular product over the other.

How it makes you life better is a key ingredient. One of the things that makes it better than the competitive choice is the USP. Unique Selling Proposition. Once you know that, you can begin to build benefits derived from the USP that help make people's lives easier, more productive, more enjoyable, more romantic.

We're all looking for things that do that. In my whold career I looked at advertising as something that let people know there was a product made exactly for them to enhance their life.

If you don't have a USP -- create one. Or reformulate your product so that there is a difference.

When Don Draper said, "You are the product" he was right on target. When you take that perspective, you begin to understand the product and its attributes better. And that lets you craft copy from the inside out. Like Peggy has done in the series; the best copywriters always tried the product (if possible), so they could write from experience. That way, you could see how it was affecting your own psychological needs. Or not.

There are some key things in writing successful ads that are based on successfully fulfilling psychological needs. The most important thing is to be truthful about your product.

There are all kinds of rules about headlines and their word length. But the most important thing
is to have a compelling benefit in the headline ~ or a strong call to action. In the copy, benefits should always come first, features are secondary.
Features are usually nebulous, just by their names:
100 Watt Amp; serrated edge; 4-point suspension.

None of those features give really give you a reason to buy the product. However; the most compelling benefit of one of your products is what's going to help you sell it.

I can't tell you how many times I've had to argue with clients throughout my career that it's Benefits before Features. And don't forget your call to action at the end.

Getting back to the psychology; I've always thought that you should understand how people work so you can understand in greater depth how your product benefit(s) will make their lives better, so you can convince them that your product is the one to choose. It worked for me.

Mad Men is making a statement, imo, that selling a product isn't just coming from Madison Avenue. Betty and her housewife friends, believed marriage was important to their happiness, for example. While Breck Girls and other ads might have helped that belief, it also came from within their home and social system. Everyone is selling something, whether they are in the business of it or not. And, most of us seem willing to be told what we should do and how to do it. That might be the basic psychology that Mad Men is illustrating. And, ironically, if a person is looking for happiness because it is offered in an ad then they will more than likely be disappointed.

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