Watch above or read below.

Matthew Burns:
We were discussing being the only. And the whole idea of “being the only” means to tell your story, it’s that you’re the only you that there can be, and people buy from people. There are many things we know about marketing, but we wanted to highlight a specific example. Now we can’t talk about the company name.

Jack Heald:
I wrote an ad that started in that direction. You grabbed it. You took the baton from me, and you got us across the finish line with it.

Matthew Burns:
Right. I’m going to give you credit because you’re a great writer and-

Jack Heald:
Okay. It was a joint effort.

Matthew Burns:
It was a joint effort. You wrote an ad that, well, quite frankly, I didn’t like. I liked pieces of it, but I didn’t like the ad. And I was so nervous to come up to you and say, “Hey, listen, this isn’t going to do… We’re not serving our client.” Because all you did was try to write an ad to appease a client, and we never…

Jack Heald:
Bad idea.

Matthew Burns:
We don’t do that. We don’t make our clients happy by writing ads that they want. We make our clients happy by delivering on the promise that we’re going to grow their lead count on a month-to-month basis substantially over time.

So you wrote an ad because the client really wanted the color talked about of the trucks because he believed that his trucks were recognized by everybody in the city. And he believed that it was important that everybody knows that they’re locally owned and operated. And all the stuff that we know is kind of drivel, and anybody can say, so why would we use those words?

But what you wrote was that you said our trucks, you named the trucks, you named them Razzle Red. You named the color Razzle Red. And I was like, okay, at the very least, that’s uniquely… The color’s unique, but it’ll get lost in an ad where you’re not actually highlighting just the color.

You lost it in the three or four different things. When we talk about writing ads, or when you deliver a message, you have to deliver just one message.

Jack Heald:
It was a terrible ad. You can’t deliver three messages. It was the worst ad I’ve ever written. I’m so grateful that I had you on the account to say, “Jack, you know better,” because we did not run that ad.

Matthew Burns:
No, you redeemed yourself.

Jack Heald:
Thank God. It was so bad.

Matthew Burns:
You redeemed yourself, and you wrote an ad after I did some soul searching. Now, full disclosure, I was in Las Vegas at a trade show for the cleaning industry to drum up business because just like everybody else, we try to drum up business. And we were at a trade show, and you sent the copy, and I read it while I was in the booth and in a little slow period.

And I ran out of the booth, talked to you, and came back. And then I was talking with two of our partners, Stephen Semple and Gary Bernier. And Stephen was kind of in and out of the conversation. He was dealing with customers. But Gary was like, “Matt, I love the fact that you held onto that razzle thing, but on its own, it doesn’t have teeth.” And I said, “I know, I don’t know what to do here.” I said, “It’s too bad. Too bad. Snazzle, dazzle, razzle was too long.” And Gary was like, “No, that’s…” And I fought him. He fought me. He was like, “No, you’ve got it. Make it so nobody else can say it. Make it so that they will own this thing, and then let’s lean into it. ” And I’m like, okay.

So then I thought about it, and I got on the phone with you, and we talked and blah, blah. Anyway, snazzle, dazzle, razzle is what we want to talk about today. And not those three words, obviously, but it’s about being known for something other than what you do. Be known for a feeling, not a deliverable. Be known for entertainment, not because you’re an awesome X Y Z… The deliverer of snow tires. Be known for anything else that somebody else can’t say. And if they try to say it, they look like jerks for stealing your thunder.

Jack Heald:
What’s cool about this is I spent our last episode hammering the entire PPC industry. And it deserves, frankly, more than I gave it. But there’s one place where PPC really, really shines. And if you can get a hold of this, a number of things will happen for you. First of all, your spending on PPC will plummet. Or let’s say you just keep your spending the same, but you change it the way we’re going to talk about, your results are going to skyrocket. And there are always caveats, and we can talk about that in detail if we need to.

But what we did for this client, we should say, this guy followed our instruction and was running broadcast media advertising, radio advertising for… We got the standard. We always try to get three to three and a half frequency per week, 52 weeks a year, so that people hear this and can’t get away from it.

And so our advertising on the radio started using the phrase snazzle, dazzle, razzle. Snazzle, dazzle, razzle. Snazzle, dazzle, razzle. Now, Mr. Listener, Mrs. Listener, can you guess what the industry is? Well, no, you have no idea what the industry is. It could be soda pop, it could be cement, it could be packaged goods, it could be prostate exams.

I’m not even going to tell you what the industry is, but I can tell you this within less than two months, about 45 days, actually it may have been faster than that, but let’s say 45 days of our first snazzle, dazzle, razzle ad being run, we started to see… Oh, I should point out, we advised them they needed to start bidding on the keyword. Yes. Snazzle, dazzle, razzle. How much competition do you think there is for the keyword snazzle, dazzle, razzle? Well, I can tell you in his city, there ain’t any.

Matthew Burns:
There wasn’t any.

Jack Heald:
Worldwide, there may be other people, but you don’t have to worry about that.

Matthew Burns:
In that order, all three words.

Jack Heald:
In that order, all three words: snazzle, dazzle, razzle. Within 45 days, we saw the keyword searches for snazzle, dazzle, razzle, and then the name of his industry, skyrocket. He started phone calls for people who had found him because they couldn’t remember the name of his company. They couldn’t remember the color of his trucks. They couldn’t remember any of his promises, but they could remember snazzle, dazzle, razzle, and the industry name.

Matthew Burns:
No, Jack, and let’s be fair here. You can’t just put Snazzle, Dazzle, Razzle into an ad randomly, and then everybody’s going to go to Snazzle Dazzle Razzle for a search term. Also, this is woven into a story. And just so you know, we were both students of the Wizard Academy, and we learned a bunch of stuff from this guy. You might know him. If you search for him, you’ll see him. His name is Roy H. Williams. And he talks a lot about the transformation moment.

The moment where you go from the pain point to the solution, right in the middle of that, that portal is called the transformation moment. And because it’s a transformation moment, we want it to be remembered because that’s when you go from feeling blah to feeling wow, right? And that’s what we did, we used Snazzle, dazzle, razzle as the transformation moment, which means awesome.

That’s what it means, but we had to write it in over time so that more and more people realize that snazzle, dazzle, razzle is the transformation moment. And the more they understood that, the more they realized, and they made it synonymous with the name of the company.

Jack Heald:
Yep.

Matthew Burns:
Okay. And let’s just say for argument’s sake that it didn’t skyrocket. Let’s just say that it didn’t start to see a nice little uptick. It showed up as a search term, and it wasn’t a search term before.

If you were to bid on that search term, it’s going to cost you this much because nobody else is bidding on it as opposed to this much. I don’t know. I’m going to do it on the screen this much from this much. It’s much bigger than that, but

Jack Heald:
You’re paying- Well, he was paying in the high 80s, 90s.

Matthew Burns:
Yeah, $85 to $100.

Jack Heald:
And we saw our report today, $86 a click for the regular asset. The standard kind of stuff that people pay for. Snazzle, dazzle, razzle. Do you remember what he was paying for that?

Matthew Burns:
$22.

Jack Heald:
So a quarter.

Matthew Burns:
Yeah.

Jack Heald:
He was paying a quarter.

Matthew Burns:
Order. Got more. And that was at the high end. When it first started, it was lower. But again, as soon as it starts showing up as a keyword, Google gets a little greedy. Anyway, so yeah, I mean, guys, you’re paying nothing for your branded keywords, for the keywords that are only said by you, only fought by you, only talked about by you. And so this is the challenge to anybody who’s in marketing, entrepreneurs, who are trying to start themselves. Be known for something.

I go back to my favorite saying, which is don’t be the best in your industry. Don’t be known as the best in your industry. Be the only one in your industry that talks a certain language, has a very specific story, and delivers a very specific way, the solution that you have. And I don’t care what industry you’re in, this works in every industry.

Jack Heald:
Yep.

Matthew Burns:
Right?

Jack Heald:
Every single one.

Matthew Burns:
So guys, listen, I want you to snazzle, dazzle, razzle your competition out of existence by being amazing, and go do that. I mean, we don’t need to tell anyone this, I don’t think. Just figure out what it is, your transformation moment. Name the transformation moment. It can be anything. Just make it rememorable. Rememberable? Memorable. Rememberable. I’m an ad writer. [chuckles]

Jack Heald:
Yeah. You’re so good at wordifying.

Matthew Burns:
The rememorable one was in the Harry Potter films. It was how Neville remembered that he forgot something, and he didn’t remember what he forgot. Anyway, it’s called a rememorable.

Anyway, make it memorable, make it stand out. Sorry for rambling, but guys, so snazzle, dazzle, razzle, the competition is what I’m trying to get at.

Jack Heald:
Snazzle, dazzle, razzle them. Sometimes we should talk about the… I don’t know. I would love to talk about the psychological reasons why this works. There are some really profound psychological and sociological things that happen inside your audience’s minds when you attach your own meaning to either existing words or words that you make up. Yeah, let’s talk about that sometime. Crumbs for giants. Burnsy, you’re the best.

Matthew Burns:
I appreciate you. Bye.

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