Chapter 3 » Lesson 1
Understand Words, Images And Emotions

Know what I'm thinking before showing me your ads.

Ever read an exciting book then got utterly deceived by its film adaptation?

Most books that are turned into movies rarely quite match our expectations. The movie we played in our minds when reading the words is a tough one to compete with.

We human beings think mostly in images. The words we read create pictures in our minds and trigger emotions in our bodies. The words we write are born from pictures and emotions we try to express.

When we make a search in Google, the unmet need for which we seek a solution to is associated to a mental image and an emotion.

Effective ads trigger images and emotions that match or surpass the ones searchers have just before typing keywords in Google.

James Connor calls this the “sales moment” when talking about brand advertising in his excellent book The Perfection of Marketing (download first 4 chapters here).

So, the first step of writing irresistible ads is discovering the images and emotions behind the keyword. Finding what goes through the searcher’s mind when he or she is sitting in front of the computer typing words in Google.

Your job is to write an ad that creates images and emotions matching or surpassing the ones a searcher has while in front of computer typing keywords in ‘the’ Google.

3 thoughts on “Chapter 3 » Lesson 1
Understand Words, Images And Emotions

  1. Hey Chris, just a small note: in the last link of chapter two it loops back to same page. Quick fix.

    BTW, really cool site. Great info, well written, strong flow.

    Keep up the good work!


  2. I love these images and your coepcnt “What do you see, feel”? For me, photography is all about the feeling you get when looking at a picture. I can use these images with my clients instead of the Rorschach ink blots; I think they invoke more emotion. What do you feel when you look at them?

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