Frequently Asked Questions To help you understand more about the services you can receive from McKinley, many questions asked by McKinley clients are listed here. How Is MYM Different From Other Marketing Philosophies? Should Marketing Be "Emotional" Or "Logical"? Is There A Place For Creativity Within The MYM Model? Why Do You Say 'Everything You've Ever Learned About Marketing Is Wrong'? What Percentage Of Ads Would You Say Are "Wrong"? Is The Marketing Equation Really All That Unique? Ask A Question How Is MYM Different From Other Marketing Philosophies? MYM is based on simple human motivation. People intuitively always want to make the best decision when they purchase something, and the heart of the MYM philosophy is that marketing's #1 job is to facilitate the decision making process. Back to Top Should Marketing Be "Emotional" Or "Logical"? Effective marketing will include BOTH. The Marketing Equation inherently handles both sides of the equation - Interrupt and Engage based on emotional hot buttons, and Educate based on a logical case. Here's one way to think about it - emotion gives life to the logical argument, and logic gives validity to the emotional one. Back to Top Is There A Place For Creativity Within The MYM Model? Absolutely. But the process is still 90% scientific ... if you can properly identify the prospect's hot buttons and create good headlines, you can get great marketing results without being particularly "creative." Back to Top Why Do You Say 'Everything You've Ever Learned About Marketing Is Wrong'? Because almost all of the exposure that people have had to marketing and advertising in the last 50 years has been showing them examples of under-leveraged marketing. In the 1950's and 60's television entered the marketing mix on a national scale and changed the way advertisers approached the marketplace. Solid reasons why a prospect should buy from a business were replaced with more time efficient jingles and slogans. Creativity became the hallmark of ad agencies. After a few decades, everybody forgot that marketing is supposed to facilitate the prospects' decision making process - and not necessarily just entertain them. Back to Top What Percentage Of Ads Would You Say Are "Wrong"? First of all, don't confuse "done wrong" with "won't work." The real problem is ads that are under-leveraged ... meaning they don't work as well as they could. They don't hit the right hot buttons (or any hot buttons at all) and/or they are geared toward the wrong part of the educational spectrum. That being said, nearly 100% of all advertising is done WRONG. Back to Top Is The Marketing Equation Really All That Unique? Yes it is. Direct response marketing has had a formula for eons called "AIDA" which stands for Attention, Interest, Desire, Action. The problem with this formula is that nobody really seems to be able to teach anybody how to pull it off in real life. All the direct marketing books say "You need to get the prospect's attention," but there is no science behind how to do it. Again, they default to creativity. We explain how the brain works - alpha mode, beta mode, reticular activator, activators, and hot buttons. The MYM system shows you exactly how to drill down to those important and relevant issues and then write headlines accordingly. The key to the whole process is proper identification of the hot buttons and what we call Educational Spectrum analysis. These elements are completely missing in other methodologies. Back to Top Ask A Question If you have a question about Monopolize Your Marketplace that is not answered above, please ask it in our "Contact Us" Tab. The FAQ will be updated periodically to include new questions. Back to Top |McKinley Home| |McKinley Marketing| |MYM Overview| |Services| |News| |Articles| |Marketing Tools| |Case Studies| |FAQ| |Download| |Contact Us| |Orders|