Second Action – Analyzing Your Product
The secrets to Schwartz’ analysis process is found in his two (included) talk transcripts.
1. Keep a regular monitor on all the popular media to be aware of mass desires. Tabloid magazines, movies, bestselling books. Media that people have to pay to acquire or view. What passes for “social media” may be too mercurial to analyze for profitable trends. Any of several online trend analysis tools may or may not be of long term use in helping you determine these – and are hard-pressed to determine profitability. The key here is to develop a greater personal understanding and an innate sense of what is driving our culture in that snapshot of time.
2. Analyze the product itself and find its claims. If a book, you’ll note the written claims made by the author. If it’s a physical product, you have to find the claims by interviewing and studying everything about it, from its manufacturing process, packaging, and delivery methods. Note all of these down.
3. Study and research the claims to find the mechanisms. During your study of the product, you’ll also find explanations of how things work. The product itself has two sets of attributes
a) the physical: what it actually looks like, how well it works and
b) the functional: how it does what it does best to help the prospect attain that desire.
Both of these product attributes must be studied to find what can be used in your copy to heighten that desire for attainment to the prospect.
Again, you select one mass desire, one key claim, one underlying mechanism and align these through your headline and copy. Once you have these aligned, you have your theme. And then can massage your headline and copy to align to that “sales pitch in print” that will attract and engage the prospect forward to purchase your product.
Keep track of all your research, since this will be needed as both your prospect and market each mature in awareness and sophistication.
And once more – this short mention is only an aid to studying Schwartz’ book. This is a field guide, not a replacement for his text.
Then you’ll be able to take a beer like Schlitz from fifth-selling to a first-place tie by describing its specific quality manufacturing process. Or like Rolls-Royce, where “the only sound you hear at 60 mph is the electric clock ticking”. Or a grammar course which pointedly asks “Do You Make These Mistakes in English?”
The trick is to align the claim and its mechanism with the most appropriate and most powerful mass desires. Several of these might apply. Your job is to align your ad with the most powerful desire to get the best amplification results. Your work is to select the best claim and mechanism and amplify these through your copy’s theme – to match the Desires, Identifications, and existing Beliefs of the Prospect.
Those three dimensions of thought and feeling are the next study…