You can look at this more or less like an over-exaggeration, for the most part. But man, does this technique work on your prospects…
So in my blog. I talk a lot about keeping things simple in regards to features as opposed to benefits; or writing too many filler words as opposed to a simple yet effective 2-3 worded sentence…But it all goes out the window when you’re creating a mental picture or movie for your prospects.
But what’s the big deal about mental imagery? Well, let’s think for a second…
You know how you’re flipping through channels watching TV and eventually, you’ll run into a burger commercial? If you watch TV, of course, you have. Next time you see a burger commercial, I want you to pay close attention to the way they advertise the burger…
I want you to observe how they close in on the hot, baked bun with its protruding sesame seeds. How the camera pans downward toward the thick juicy Angus beef patty that’s layered with gooey jack cheddar cheese; and how the ketchup begins to drip onto the crisp, crunchy lettuce that lies underneath that vividly ripened, red tomato with tangy pickles…
Then I want you to notice how the camera fades into the picture of the freshly cut fries diced from the homegrown potatoes to give it with that undeniable crunch with every bite…
And speaking of “bite,” notice how that sexy blond with giant tits straddling a motorcycle takes her time as she slowly, seductively bites into that delicious burger with grass-fed beef and fresh vegetables. Notice how her eyes roll to the back of her head, and witness what could definitely be a real-time orgasm from every moment of her pleasurable mastication…
Can you see the burger? Can you see the woman? Doesn’t the imagery make you “hungry” just thinking about it?
Learn more about luring your readers in with your copy in the blog: Dr. Direct’s 5 Secret Ways To Lure Your Readers Into Copy.
The Elements of VAKOG (The 5 Senses)
Now if they didn’t show you all of this, if all they showed you was a regular joe-shmo eating a burger like a regular person, I can almost guarantee that you wouldn’t want to buy a burger, or pull out your laptop with your sock, lotion and the volume turned low…
Because when you create vivid mental pictures, you give the reader a chance to experience your product with ALL FIVE of their senses, before actually experiencing the product itself.
Drew Eric Whitman refers to the use of these 5 senses as “VAKOG” and says they are the ingredients of experience.
Here’s a list of the acronym VAKOG:
When you’re a visual learner, you learn how things work by the sight of things, or seeing how things are done. Did you know that over 60% of the world population identifies as visual learners?
When you’re an auditory learner, you receive information by listening and hearing. Only 30% of the world learns by audio and sound.
Kinesthetic (Feeling or Emotions)
When you’re a kinesthetic learner, you learn things through touch or through your emotions. Only 5% of the world’s population learns things through hands-on experiences.
When you’re an olfactory learner, you learn things through smell. (percentage of learners N/A)
When you’re a gustatory learner, you learn things by taste. (percentage of learners N/A)
According to Whitman, we call these elements “IR’s” (Internal Representations), because these feelings represent the world we experience internally, in our own heads.
This is the makeup of your fondest and painful memories. This is also why women can’t get enough of erotic novels like 50 Shades of Grey…
It’s nothing but a blend of these IR’s that allow you to relive these experiences in your own mind.
Learn more about standing out from the crowd with your copy in the blog: How Standing Out In Your Copy Gives You The Best Advantage
So What Does This Mean For Your Copy?
Whitman also writes that you “occupy more of people’s brains” with mental movies, which lead to more effective persuasion and higher conversions.
So, when you know how to create mental pictures in the minds of your prospects, selling and persuading becomes much easier. Just grab any description you have of your product and pump it up with a vivid imagination. Really beef it up with creative imagery until your readers can experience the product with all 5 of their senses. Make your product a memory that they’ll always remember and internally experience.
Check out the JD Blog for more copywriting tips and tricks at JDCopywritingINC.com