The Marketing Equation

Alpha, Beta, and the Reticular Activator

To break through the clutter and competition of the marketplace it is necessary to understand some basic things about human beings. In the brain we operate in different modes. Alpha mode is like ‘auto pilot'. Beta mode is like ‘alert mode'. The key in advertising and marketing is to get your prospects from alpha mode into beta mode. This is done through the reticular activator in the brain. When the brain hears something familiar, problematic, or unusual the reticular activator snaps you from alpha mode into beta mode. When an ad or marketing piece goes into the marketplace it must mention something familiar, problematic, or unusual to get your prospect's attention. These topics are called ‘hot buttons'. Your marketing needs to be based on this knowledge… introducing the marketing equation.

The Marketing Equation

Interrupt: Getting qualified prospects to pay attention (use hot button centered headlines)

Engage: Getting those who do pay attention to remain interested (use hot button centered sub-headlines)

Educate: Giving enough educational information to make the prospect feel like they can make the best buying decision, like they are now in control (body copy / text / evidence)

Offer: Getting the prospect to continue the sales process by taking a low risk action based on the given information (offer)

The marketing equation is a formula which all advertising and marketing materials should follow. This combination seems simple, but the psychology behind it is incredibly powerful. It allows advertising and marketing materials to clearly communicate why your product or service is a better choice than the competition. By educating the marketplace you not only become the expert, but credibility and trust is earned by sharing such valuable information.

Example of an ad using the Marketing Equation.

Even a dead fish can float downstream.
Just because an ad is done wrong and violates the marketing equation doesn’t mean it won’t work. In fact, often times it will generate some response. Why? Because all competitors have basically the same marketing and advertising. After all, people need to buy what you sell, and they’re going to buy it from somebody. If you have any ad you’re going to get some business. We call this “situational results” meaning the momentum of the marketplace will bring you some customers. Here’s a better idea…innovate your marketing by implementing the marketing equation and separate your company from the rest.