Roy H. Williams, the Wizard of Ads, wrote a fantastic piece in his April 10, 2010 Monday Morning Memo. Listen in to learn how relevance and credibility come together to realize the creation of dynamite ads. 

What is it that most ad copywriters lack? The ability to marry relevance and credibility to inspire the reader to make a purchase. Many times ad copywriters stray too far toward relevance and forget to strengthen their words with credibility. This same conundrum plays out in many social areas of our world today. 

Relevance is emotion and credibility is truth. Truth without emotion, and vice versa, lead a reader to question why they’re considering their purchase. However, when you combine truth and relevance, the result is a no-brainer offer the reader cannot refuse. 

The three key insights you’ll learn by considering the Wizard’s memo are: 

• What the 3 Inner Voice Questions prospects silently ask before buying.
• Why answering those 3 Inner Voice Questions can obliterate objections.
• How to structure your next ethically influential presentation.Truth and credibility are the base to your fiery pier, but what is that last element that results in an ad explosion? Listen in as Alex ads the match to the powder that will ignite your ads.

In This Episode: 
[04:26] – Learn the 3 key insights you’ll learn from this episode.
[06:06] – What are the two ingredients to explosive ads? 
[08:13] – You’re a buyer, consider your ads through the lens of being a buyer.
[09:39] – Hear the steps to writing explosive ads.
[11:47] – What questions should you ask yourself to overcome the inquiries of your prospective client?  
[14:18] – Learn the three innervoice questions your prospects are asking themselves and how they contribute to the formula for ethical influence.
[16:05] – When someone feels understood, then they’re willing to understand.
[17:22] – How to turn innervoice questions into frequently asked questions.
[19:42] – Create case studies to boost your credibility and obliterate objections.
[22:22] – Learn the three part formula to structuring your next ethically influential presentation.
[22:57] – The Alexism is, “Ethical influencers succeed by working in the trenches. It’s easy to be brave from a distance. Scary work always pays well.”
[24:21] – Hear the quick recap for the three key insights of this episode: 

• What the 3 Inner Voice Questions prospects silently ask before buying.
• Why answering those 3 Inner Voice Questions can obliterate objections.
• How to structure your next ethically influential presentation.

[25:30] – If you’ve already given Alex a review, write down your biggest takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link!
[27:20] – In honor of this episode, Alex gives listeners a final gift. You can get a completely free copy of his book Alexisms by going to this link! You will also get free access to his $497 VBT e-Course!
 

Links and Resources: 
Alex Mandossian
Alex Mandossian Fan on Facebook
Alex’s Friday Live events
MarketingOnline.com
Marketing Online 4-Part Video Training Series
Alex Mandossian on YouTube
Alexisms by Alex Mandossian
All Selling Aside on iTunes
Alex Mandossian’s free live Friday show
The Monday Morning Memo – Roy H. Williams
Les Brown
The 7 Habits of Highly Effective People by Dr. Steven Covey
Darren Daily by Darren Hardy