Wizard of Ads™ Partners cannot apply to become a partner. They have to demonstrate a certain disposition and curiosity that far exceeds that of a normal copywriter. When I see this special kind of genius, I invite them to join our tribe of writing elite. Here is a tiny glimpse into the magical mind of a Wizard of Ads™ creative writer: The Neuroscience of Behavior Change is a great explanation of what Dr. Alan Baddeley calls “Procedural Memory.” This is taught at The Magical Worlds Communications Workshop at Wizard Academy®.
- Working Memory is consciousness, imagination, the thought you are thinking NOW.
- Semantic Declarative Memory contains things you can remember, but you cannot remember how or when you learned them.
- Episodic Declarative Memory is like Semantic Declarative Memory, except that you can remember the episode; the how and when of the learning.
- Procedural Memory is long-term, involuntary, automatic recall. It is electrical memory aided by chemical traces along the neural pathway. A perfect golf swing, the movement of fingers by a typist or a concert pianist, or the automatic recall of an advertiser’s name; all these are positive expressions of Procedural Memory.
**Procedural Memory = Salience (impact or relevance) x Repetition.**The greater the impact of the message, the less repetition is required. And keep in mind, repetition costs money. The Short-Term Goal of the Direct Response Ad Writer is to speak to an immediately-felt need of the customer who is currently, actively in need of the product or service in question. The Short-Term Goal of the Future Needs Ad Writer is to create Episodic declarative memory by saying or doing something new, surprising, or different so that future recall of the episode might be established. To do this, the ad writer must make the reader/listener/viewer smile, laugh, cry, become nostalgic, become fearful, or get angry. This is because emotion triggers adrenaline and adrenaline is the biochemical adhesive that creates those chemical traces along the neural pathway. Information without emotion is of limited value. The Long-Term Goal of the Future Needs Ad Writer is to deliver a series of salient messages with enough repetition over time to create Procedural Memory, but without any of the negative associations that come with anger, sorrow and fear. So now you understand PTSD. It is simply a negative expression of the long-term, involuntary, automatic recall known by neuroscientists as Procedural Memory, a product of Salience (importance, relevance, or surprise) times Repetition. With enough salience, a repetition of only one is sufficient to create Procedural Memory. Aren't these rabbit holes wonderful?
Roy Williams
Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.
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