Resources
Jerry has developed an exclusive partnership with Sensory Logic — the premier testers of marketing creative. Sensory Logic uses the science of Facial Coding to accurately gauge emotional engagement among consumers. They have helped more than half of the world's top advertisers and were responsible for predicting that the Big Bang Theory on CBS would become a hit TV show.
Sensory Logic has tested thousands of commercials for engagement, and based on their research, have developed 18 Principles of Engagement. These principles will help radio stations, copywriters and agencies develop creative that is on-emotion.
18 PRINCIPLES OF ENGAGEMENT
1. 3-second rule, pull the listener in quickly
2. Keep it close to home by playing off what is familiar
3. Always have personality
4. Mirror the values of the listener
5. Provide a sense of membership
6. Be sensitive to gender gap
7. Relevancy drives connection
8. Always sell hope
9. Branded solution as hero
10. Make it memorable
11. Create suspense
12. Tell a story
13. Keep it believable
14. Promote intimacy
15. Don’t (or never) lead with price
16. Paint a mental picture
17. Vary pace and intonation
18. Guard against bald spots (single announcer/large announcer block)
