Know what the number one Super Bowl commercial was this year?
Better yet, do you know what that commercial can teach you about relating to your recruits better?
Here’s the scoop…
Sands Research, a marketing firm that uses a combination of EEG, eye-tracking, biometrics, and surveys to calculate a “neuro-engagement factor” for each ad, recently ranked each of the Super Bowl ads to calculate the viewer interaction and “connection” with the ad messate being shown. Does that mean the advertisements will sell more for that particular company? Not necessarily.
And honestly, do you really care. Me neither. Here’s what I’m interested in: The lessons it can give you to communicate more effectively with your prospects.
First things first, here is the top ranked Super Bowl commercial. It was the Volkswagen “Slug Bug” spot…here it is.
It registered much higher than the other commercials, and the reasons behind it provide some good tips for you as you formulate your recruiting message for your recruits:
- Make sure it touches their heart. I’m not being sentimental or touchy-feely here (not too much, anyway) but it’s important: The reason the “slug bug” theme worked so well is that we all remember when we played slug bug as kids. So, what does your message do to connect with the heart of your prospect?
- Make sure you keep it simple. It was a simple idea, and a simple production. Keep each one of your recruiting messages simple. And, make sure you underscore one main point in your message, like they did in the commercial.
- Make sure you use a little humor. I’ve talked about how to use humor to get your point across. There were several funny moments in the commercial, and there’s the lesson: A little humor doesn’t have to be complicated, and it doesn’t have to be all that clever. You just have to show your recruit that you don’t take yourself that seriously all the time…show them your lighter side.
- Make sure you keep your text short and to the point. Re-watch the commercial again. Do you see how quickly the edits happened? It was a series of rapid-fire images that made it impossible to look away. That’s because we are wired in our society to be attracted to that kind of presentation. The same holds true for your recruiting messages. Keep them coming in short bursts. Your prospects will respond.
There are actually a lot of lessons you can learn from today’s advertising. Keep an eye out for how the multi-million dollar ad agencies put together their messages, and then try to translate it into your own recruiting message.
Creating winning messages is our specialty! Find out our top five “secret weapons” that we pack into every Total Recruiting Solution plan for our clients…click here.
