selling corn to college kids

F.A.B. Its all about the bennies (benefits) and wants. This leads to power. 

A.I.D.A.

A- “hey, you!”

I- “you want?” “you want!?

D- “I’ve got!” i.e., power... 

A- “buy it now!”

CORN

Sell a can of corn to college kids

• Corn is:
• Quick
• Easy
• Filling
• Inexpensive 
• Take it/leave it

CORN

A- “hey, you!”: 

• Use something that jumps out at you
• Shock factors 
• Cartoons
• Bright colors

I- “you want? : 

• Can corn is good for you

D- “I’ve got!”:

• Demos
• Location

A- “buy it now!”:

• Give a discount to anyone that buys the can of corn.

A.I.D.A.

A.I.D.A.- this is the mechanism on how to sell.

Once you know your audience it makes it easier to say “hey, you!”

A- attention: saying “hey, you!” communicates attention... We have developed a WIFM

• Examples: sex, food, smells, noises, surprise, peer pressure, water ballon. 

I- interest: “you want?” identify what they want.

D- desire: “I’ve got!” we have engaged the motor. 

A- action: “buy it now!!!” 

• Examples: limited edition, can only buy on TV,

Makes us feel like we fit in..

• Toothpaste: makes me feel like my teeth are whiter, makes people like me more, ....

F.A.B.

Avoid using redundant adjectives. 

• Hot sun

Read it aloud.  

Corn: F.A.B.- features, attributes, benefits. 

College age: 18-25

• Energy
• Rebel
• Impulse
• Lazy
• Booze
• Busy
• Quick easy
• Disposable 

Family age: 25-45

• Budget
• Dinner
• Family time
• More people
• Dependable 

Retired age: 55-75

• $$$
• Small quantities
• Life
• Health issues.
• Security
• Essential  

knowing your audience

Schramm’s reward over effort

Audience

• Examining Peanut butter. 
• 5 year old: mouth feel, fun
• 18 year old: save money, texture, economical  
• 50 year old: worried about what they put into their body. 
• All of these have different audience marketing appeal 

Only way to sell your audience is to know the benefit. 

• You have to know the right language for different groups

Can you sell with out lying? 

Things ads try and bring into us.

• Happy
• Family
• Patriotism 
• Health 
• Good ol’ days
• Nature
• Belonging 

Selling your audience

Words in your food:

• Organic
• Fresh
• Serving for one.
• Single serving
• 100 cal
• Grown-ups. 

Things to do with language:

• Make sure it translate
• Create emotion. 
• Make it simple.
• Easily digestible. 
• Focus
• One idea at a time. 
• Concise

Things to not do with language:

• Don't use cliche’s 
• Soft language.
• Double- speak
• Betray your audience. 

Selling your audience:

• F.A.B.
• Features- Common among like items. I.e., motor, frame. 
• Attributes- specific items, that differentiate from features. I.e., power windows 
• Benefits- Power, i.e., transportation, love, jobs, 
• Always sell the benefit

S.A.F.E.S.T.

Starting with a general word and narrowing it down to a specific word. Makes the audience have a good visual. Need a balance between abstract words and concrete. 

When writing a story get yourself two highlighters. Yellow for concrete and red for abstract. This will help you see if there is an equal balance of abstract and concrete. Am I equally showing people my message as well as telling. 

• Start thinking about the words your using. 
• Are you showing or telling?
• Use specific terms

• S.A.F.E.S.T.- 

S: statistics: 

A: analogies 

F: facts 

E: examples 

S: stories 

T: testimonials 

• Get the name of the dog. 
• Take abstract -ism’s and turn them into something that has emotional meaning.
• During Katrina there was a boy who was stuck on his roof and yelling “snow ball” no one could figure out why he was saying it. Come to find out it was the name of his dog. He wanted to bring “snow ball” with him and couldn’t.

3 components to writing for the media:

1. Story
2. Language
3. Selling 

Abstract vs Concrete Words

Words: our audience is really lazy so you need to get to the point fast so you don’t lose them. 

• You need to reach them with concise, focused, language.
• 2-3 sentences per paragraph
• 8 words per sentence. 
• Your words need to be: 
• Strong
• Powerful
• Active
• Changing
• Moving
• Communicate 
• Pictures say 1000 words: use words that fill your senses. A few words can fill you up and draw you in.. Describe what you:
• Hear
• See 
• Smell 
• Touch
• Taste 
• Dual coding: eyes record information faster than your ears can but yet your brain makes you think that it comes in at the same time.
• If you use words that tap into both audio and visual you will create a more vivid experience for your audience. 
• Summer sun
• Summer vacation
• Use less words that describe more emotions. 

• Concrete vs. Abstract words:
• Abstract words: tell
• Concepts
• Very broad 
• Usually end in -ism
• Very vague. 
• Love. 
• Concrete words: show.
• Illustrations. 
• Religion.
• Dinner time.
• Sunday dinner
• Concrete expression of love: 
• Wedding
• Kissing
• Holding hands. 
• If you use words and dual code it, it has more emotions. 
• Funny puppy
• Cute puppy
• Playful puppy

controlling your words

Abstract and Concrete

• Schram’s formula 
• Fraction of selection
• Formula
• Exception of reward divided by work required = effort
• Your audience has an expectation of reward from reading your story they are expecting some type of reward at the end of it.