The key to crafting memorable ads lies in the power of language to evoke vivid mental images in your prospect’s mind, in the correct sequence.
As Roy H. Williams, author of Secret Formulas of the Wizard of Ads, explains, memorable ads begin with a vivid First Mental Image (FMI) and close with an equally vivid Last Mental Image (LMI). These mental images, born from words and emotions, guide the viewer’s imagination.
A strong FMI is crucial. It’s the hook that interrupts the viewer’s thoughts and draws them into the ad.
For instance, consider this opening line for a jeweler’s ad pitching engagement rings: “She will kiss you like you’ve never been kissed before.” This language stirs up a strong mental image that’s hard to ignore.
However, while a captivating FMI is essential to a memorable ad, it’s the LMI that truly motivates action in the audience. A good LMI doesn’t merely call the person to action; it visualizes the desired outcome, creating a mental scenario where the action is already completed by the prospect.
Here’s an example of a good LMI based on the previous ad: “At Regal Jewelers, you’ll walk away the engagement ring her heart has been longing for.”
To really drive home this concept, let’s examine this simple ad copy presented by Williams in Secret Formulas of the Wizard of Ads:
“The Brita water filtration system makes tap water taste great.”
Here, the FMI and LMI are reversed, making the ad less interesting. As it’s written, you first envision the Brita filtration system (FMI), and then the great-tasting water (LMI).
Now, consider this revised version:
“Tap water tastes great when you have a Brita water filtration system.”
This approach is much more effective. The FMI, “Tap water tastes great,” immediately piques interest and opens up a vivid mental image, while the LMI, “Brita water filtration system,” delivers the solution to getting great-tasting water (i.e., the product) as the closing mental image.
As you can see, the sequence of mental images you conjure up in your audience’s mind with your ad copy is crucial to their effectiveness.
Remember, the mind precedes action. People are more likely to take a step if they’ve already visualized it mentally. A compelling First Mental Image will capture the attention, while a powerful Last Mental Image will solidify the desired connection and seal the deal.