Amazing new ad writing tool – your body

Yesterday at Checkmate Live we spent about 5 minutes on a really interesting exercise. We walked around the room pretending we were our prospects. We paid attention to our posture, gait, intensity, speed, desire for eye contact, need for space, etc.

A couple of attendees had nearly instantaneous "aha's" about ways they could connect better with their prospects. Very powerful and deep insights that will now begin to play out in all aspects of their marketing – assuming they make it past the AdWords Split Test Reality Check.

Why did this occur after a body exercise, when the participants had been thinking and strategizing about this market for years?

Where We Keep the Data

The body is a way to do an "end run" around the defense of the Reticular Activating System, the RAS. Basically, the RAS is a filter that takes the millions of bits of information that he have predecided are not pertinent to our big goals and shunts them away from consciousness, into the murky waters of the unconscious.

Here's Richard Bartlett, from page 132 of Matrix Energetics:

"The conscious mind is like a gatekeeper whose job is to filter and delete any information that doesn't fit the paradigm of what could be called a 'need to know basis.' If the information appears irrelevant… then it is usually relegated to the 'back room' of your subconscious. It [the subsconscious] can process something along the magnitude of eleven million bits of data per second, compared with the left brain's paltry sum of just seven bits per second (plus or minus two bits). So pay attention to your flashes of intuition and your hunches, for they are likely to be based on far more information than that of your normal conscious state. [italics in original]."

The body stores and accesses all the data that isn't present to our "need to know" mind, the one that reads marketing books and analyzes AdWords reports and types questions in the Ring of Fire. So tapping into the body can open that storehouse of information that we didn't realize was key, because of our preconceptions.

No "Faith" Required

And the nice thing about operating from intuition in the AdWords space, is that our insights and hunches are testable. We don't have to take anything on faith. As we test, we learn to trust certain intuitional experiences and modalities, at least to the point where we begin to routinely pay attention to them.

Accessing the Unconscious with Clients

I find that when I talk with clients and prospects on the phone, I often "get a hit" – some thought or image or sensation comes unbidden to my attention. For a long time, I wouldn't even notice it. Then, I would notice it fleetingly but push it out of the way: "Hey, I'm trying to concentrate here!"

Then I would notice it with curiosity: "Why am I seeing a submarine here?… What's the significance of the movie "Empire Records" to this client problem?… "Why is my right shoulder suddenly aching?"

Sometimes I mention it on the phone now. Sometimes I take the time to translate it into an innocent question, so the client doesn't think I'm crazy. Almost always, the image or sensation begins to make sense, pointing to some aspect of the situation that hadn't been communicated or acknowledged. A "larger container" or context in which to operate.

Anyway, the exercise took about 8 minutes, so what do you have to lose?

Got stories of intuitions, images, or sensations guiding you to wise action and positive outcomes? Please share them in the Comments section.

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3 Comments. Leave a comment or send a Trackback.
  1. #1 • Gemma Laming said on June 30 2011:

    nobody is leaving any comments here! I am a regular on Perry’s blogs, and yet your brilliance is all but unseen. Or is it that your readers are too canny to give themselves away ;-)

    When it comes to understanding advertising, you have some exceptional insights. It was Goethe (poet and scientist) who recognized that inspiration and movement are mutually intertwined, and actors wishing to learn lines often walk around to instill them better.

    There is a lot that our bodies want to tell us, but we are too busy doing things with it (her!) to take any notice. A bit like King David’s “Still small voice” ?

  2. #2 • Howie Jacobson said on June 30 2011:

    Yes, the body is the key to creative insight! I discovered that during improv classes, where simply changing body position or muscle tension produced a whole different set of associations in my brain.

    That’s one of the reasons I use a lot of movement during my workshops.

    As for the lack of commentary on this site, I suspect it has a lot to do with my tendency to not promote myself. I’m thrilled that you’re now doing it for me :)


  3. #3 • Gemma Laming said on July 27 2011:

    The worst thing you can do is to sit down in front of your computer ;-)