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Welcome to the Win with Paid Ads podcast for small business owners, entrepreneurs and really anyone who has anything you want more people to find. Whether you're starting from ground zero or scaling an eight figure business, you are exactly who this podcast was created for. Because you being the best kept secret helps no one. Right? That's why in every episode, I'll show you how you can use paid ads to hit your goals 10 times sooner. It's time you finally learn how to win with paid ads. You or someone on your team can do this. I'll show you how to score and be known by more. Let's get started. Have you ever heard a phrase or a jingle or a rhyme or a tagline and years later, it still pops into your brain? That is not luck. That is neuroscience. Today we're going to talk about the brain and how it actually works to create memories and how you can get some messaging and create some messaging for your business that actually imprints on the brain and how you can create this messaging on purpose and actually be memorable. So this is all about memorable messaging. And it's something that I have worked so hard on in my business is to create something that is my own, my own message, my own authority, my own credibility. And so I'm going to give you the framework that's really worked for us to be able to differentiate ourselves so that you can do the very same thing. It is impossible. I mean, think about, what's that one? It's like 1-800-588-empire today, right? Like, I even remember how they say today because they do it a certain way, right? Like, there's so many little jingles that you probably have 800. See, Robert has said. I stand corrected. 800-588-2-300 empire today. See, like, but he only told me once because it was like in my brain, right? So those little jingles, they are so intentional. And it really comes back to neuroscience. So today we're gonna talk about the brain. And I can't wait. So remember that memorable messaging is not just about what you say. It's actually how the brain receives it. Okay, so people are not going to buy your words and write this down. Well, don't if you're driving or working out at the gym. But remember that people don't buy your words. They buy your energy, your clarity and the confidence behind those words. And I remember I messaged this to Macy today. I said, I just want you to know I bought your energy when I purchased. It's a reminder for me. It's a reminder for you. People will buy the energy that you have for the thing that you do. And it's why it's very hard for someone to want to buy someone where it's like, this is what I sell. And it's so monotone. It's not exciting. No, they don't want that. We want to pay money for energy. And so I really want to explain. I did some research. Okay. I think you're gonna really enjoy this. How the brain actually forms memories in human terms. So this is where and how you can really create that instant credibility so that people can just. You can actually collapse the time that someone goes from finding you to trusting you. So first thing, the brain is a pattern loving machine. The brain is constantly asking questions like, is this familiar? Is this emotional? Is this easy to process? Is this repeated? If the answer is yes, it stores it. If the answer is no, it deletes it. Because the brain doesn't remember what's complicated. It actually just remembers what's efficient. So that is why these three things can be the things that allow you to be memorable for what you do. Acronyms, rhymes, and alliterations. So this is not marketing fluff. This is not just trying to be cool. This is actual cognitive science. All right, so the reason this works is because of, number one, processing frequency. The brain prefers things that are easy to say, easy to repeat, and easy to recognize. Rhymes and alliterations reduce cognitive load. They create. They activate auditory memory, and they create rhythm. And the brain loves rhythm. If the brain doesn't have, like, think about this. If your brain doesn't have to work hard to understand it, it's honestly more likely to remember it. And that is why the acronyms stick, the catchphrases travel, and the jingles can live rent free in your head forever. Because it's just that pattern. It's that rhythm. It really gets installed into your brain. The second thing of why this works is because of dual coding. So it's words plus sound. Words plus sound increase your likelihood to remember something. So it creates stronger memory when a word is paired with sound. So when your messaging includes meaningful words, rhythm, tone, or emotion, it gets stored in multiple parts of the brain. Isn't that so cool? It has these extra pieces, and the brain's like, storing it in a few different file folders. Because you're not just hearing it, you're feeling it. And that's why a phrase, when it's said with conviction, lands differently than the same words that have fallen flat. I actually just had someone on my team we were interviewing for a really high up role like this. This person is. It's a six figure salary. It is. Requires a lot of experience. And I was chatting with one of my teammates and she said, hey, this was good. Now they were a little bit monotone in the first interview. And I was like, done. I was like, we were trying to pass them on to the next round, third round. And I'm so sorry, but they buy your energy. And if there's any chance that we're gonna pay someone this salary with this level experience. And monotone is one descriptor of how you describe them. No. It's a no for me. This person is gonna be responsible for relationships and even challenging situations. I need this person to be like, I've got this. And have utter confidence and energy. I wanna be like, I want some of their energy, right? So the way that you communicate something when that tone and emotion is there allows it to be stored in multiple parts of the brain. And. And so that is why it's so important that it's not just what you say. Cause his answers in the interview were right. It was the way in which he said them. Next. Emotion locks the memory in. Like, locks it with a key. So think about the words are one thing, the sound is another. And what locks it in in the brain is actually like this key and it is the emotion. So the brain tags, like, has little notes, right? Like, think of a sticky note. The brain will sticky note an experience and it'll be like, ooh, that had a high emotion. Let's save this. This matters. So confidence, certainty, excitement, authority. Those emotions actually increase memory retention, increase trust, and increase persuasion. People will forget what you said, but they will not forget how your energy made them feel. Right? You'll be like, ooh, I don't know what the podcast was, but God, it was so good. And it's like, yeah. Cause you felt something. There was an emotion behind it. Like, I'm delivering right now, and it's serious. It's like how you say what you say matters so much. All right, so here's the secret weapon that I want to give you with this alliteration, rhyme all those things. Your tagline that you create for your business is not decoration. It is a memory anchor. A strong tagline is short, repeatable, has rhythm or clarity, signals authority, and matches who you actually are. So, for instance, when we say, advertise your name, make it rain, that speaks to our identity. It is short. It is repeatable. And advertise your name, make it rain. You Hear me? End every episode like that. Now. It signals authority. It has that beat to it. And so you being able to create a tagline is really good for the people that you're working with. Cause they'll be like, I don't remember what she said. Oh, what was it? It was advertise your name. It was advertise your name. Make it rain. You remember because your brain is able to attach it to what rhymes. Because the brain loves compression. And a tagline compresses your entire brand into one memorable signal. So here's why taglines actually stick for the long term. A tagline is a mental shortcut. It's a category creator, and it's a repetition engine. The more consistently that the brain hears a same phrase over and over with the same energy, the more permanent it becomes in the brain. The way I like to think about it is your brain's gonna get a bunch of stuff in every day, right? And, like, 90%, it's not gonna say, but there's this 10% that it will. So what will that 10% be? Well. Well, it's gonna be the thing that you're remembering that had the energy attached to it or some sort of emotion. And when you can create a tagline that infuses that, that's what people are going to remember next is it's not just what you say, it is how you say it. People buy energy before they buy the logic. So the brain actually reads when I'm talking to you, and you're watching this on YouTube. When the brain reads it, it's looking for facial expressions, it's looking for vocal tone, posture, surgery, certainty. And before it processes the words that I'm saying, your nervous system will speak before your mouth does, like, how you're feeling and reacting, and your energy will speak before the words do. And that's actually how people are going to interpret it. I had a post that I did recently that, in my opinion, went viral. I'm like, if it does it greater than 10,000, you know, organically, I'm like, viral. But honestly, I don't think I've ever had as many saves or shares that we had with this. And there was emotion behind it. There was pause, there was intention. It was so honest. I feel like that, like, the algorithm reads that too. And so why did that do well? Well, the algorithm saw the emotion, and it's like, okay, that's what people want to be on social media for, is some sort of emotion. They want to feel excited, they want to feel seen, they want to Feel heard, they want to feel like there's an opinion. And I latched onto one and it took it. And that's why people will latch on to your tagline. That's why they'll take it. That's why they will remember it is because of not just what you say, but how you say it. And when I say how you say it. Let's talk about like, how can you say it? How can you show up on camera? How to show up and not so speaking with certainty. Granted, if you don't have certainty on a thing, it's really hard to speak with certainty. But if you are certain about a thing, that's a thing you can speak with. Holding eye contact. It's so easy for us when we're doing a face to cam, for you to actually look at yourself in the video as you're recording and seeing like what hair's messing up versus looking into the eye of the camera. And I can actually see when people are not looking into the eye of the camera. And I'll call my clients out and screenshot the ad and be like, hey, Kayleigh, I love you. Can you like look at the eyes of the camera here? Like I want you to be able to see it straight in there because I can almost feel the difference in connection. Not only can I feel it, but I think you feel it when you record it. Because like if I'm looking at the eye of the camera, I'm not even distracted with me because I'm so obsessed with thinking about them. But when you're looking at you, you're like thinking about you and your hair and not your message and you can't connect as much. So really look into the eye of the camera as much as you can. Use intentional pacing. That's why, just like I was doing a, you know, purposeful example there, being able to have different changes in speed, being able to go up and down and slow it down. Having those pauses intentionally actually attracts. It's like telling a story. It's like if you're the same speed, even if that speed is fast, being able to go up and down is actually what makes it enjoyable. Cause you can have too much, you can have too little. But being able to have intentional pacing when you're delivering your message and being okay, letting the emotion show. If you feel conviction or excitement or frustration or you're showing empathy for someone, like, let those emotions just come through you when you're on the camera. I think sometimes we suppress it. It's like I'm on the Camera, let me act. I'm thinking about all these things. It's like, no, the most honest version that you can be of yourself, just like letting loose, breathing, looking into the camera, and knowing someone is looking at that camera on the other side of it, saying, I'm so thankful this person showed up today. That's ultimately what you want. And so being able to make sure that's the case, just let the emotion show and know that it's okay. And then just trust your message. So, so often someone says something and they're like, did that hit? I don't know that hit. I'm like, I can tell that you don't know that it hit because you didn't have conviction when you said it. So it didn't hit. Like, I can almost feel your hesitation in your communication. So just really being confident and just trusting your message. Because authority is not volume, it is really the conviction. And that's something that, in my opinion, is hard to fake. So here's the things I don't want you to do when you're communicating your message. When you're showing up on camera or in a story or even an email, don't over explain. Don't apologize mid sentence. Be careful to not talk fast out of nervousness. Sometimes, I mean, I used to do this. I still talk fast. I also listen to everything on 3x speed, so it's a problem. But really think about who you're showing up for and just have this belief that it's gonna go well and that will reduce your nervousness. I love that you care, but really thinking about your pace isn't important. Second, next thing is, don't downplay your expertise. Your credibility needs to be one of the first things you speak of in your message. Whatever that credibility is, just don't fake your credibility because someone will come back and find you. They'll be like, mm, that was wrong. And it's really hard to rebuild that trust after. So just be intentional. I have this person in mind, and this person told me their experience was one thing on a call one time. And then in their ads and in their messaging, they're communicating a different level of experience that I know is not true because I met with them and that's hard for me. So that's why actually the post I did that in my opinion, went viral was me talking about how I block my competitors. And I'm not gonna go into a whole thing about it right now, but the whole point is, you can't make your creation if you're living in Duplication and imitation. Like, if you're trying to just create something someone else has created and not really do the work to develop your own messaging, and you're like, ooh, what they said is good. People are liking that that's working. Let me just, like, copy and paste that and put my slight spin on it and call it mine. That's never gonna work. And I just really want you to, if you have to put your blinders on so that you can actually have time to make something that's yours. I feel like that was one of the best things I did. I was so. It's so tempting when you're first getting started to be like, what is everybody else doing? What's working? And you just can't create your messaging that way. So don't downplay your expertise, speak to it, but don't, you know, over communicate your expertise and just show up with the energy that's authentic to you. Not all of you are going to have the same level of energy that I have, but you are going to have a energy and a personality that's you. And that's what I want to shine through. I just don't want you to be a different person on camera. I actually just gave this feedback to someone that I met at a Mastermind. And we just met. They have an incredible property. And I was talking to her. Her name is Megan. And I was like, megan, you are exceptional. You are an incredible communicator. I was like, in your ad, I actually just want you to be more you. Like I met you in person. Just talk to me like you're talking to me at. At like a friend. Because that's how I want to listen to it. When I'm on social media, I don't want to a presentation. And I remember my very first podcast episode when Kyle listened to it, he was like, I don't know what you're doing or who you were talking to, but it does not sound like he's like, I think the podcast supposed to sound like conversational. This ain't that. And I was like, dang it. But it takes someone else, like, loving you and caring enough to be like, hey, I see this potential in you. Let's tweak this. And so just don't present, don't overdo it. Just be who you are. So I kind of talked about this. But this is why looking at competitors can block that memorable messaging. So you can't create something memorable by copying something you remember from someone else, something that sounds familiar. And when you look outward Too much. It causes you to dilute your originality. You subconsciously are mimicking their tone. Whether you realize it or not, it actually weakens your authority. So, like, this person, like, I have a few, like, screenshots of different posts, and I'm like, golly, she's just really trying to, like, communicate in the way that I communicate and the topics that I do. And it was just like, God, that is not gonna work out long term. Like, you will never beat me by being me. You will beat me by being you. And that is an ounce from Rosie quotes. So I don't get credit for it, but it's true. Like, you. The reason people want to buy from you and the reason people want to buy from me is because I'm me and you're you. And for those of you I just had a friend, like, text me today. She was like, I don't know why I'm crying watching your reel. And. And it's because it's really hard when you're doing something looking at everybody else and what they're doing, but it's because it lets doubt creep in. And I'm like, I don't even have time for doubt. Honestly, I legitimately, today, I have no minutes for doubt. I am scaling a $50 million company right now. I don't have time to be looking at somebody else and seeing what she's doing and copying me. So that's why I'm like, I'm blocking you from me, and I'm blocking me from you. You stay in your lane, I'll stay in mine. You create something on your own versus trying to create what I'm creating. And I need to not look at other people and just do my own thing. And that has been the best reward for me. So I just. I feel strongly that you will confuse your own voice. You will weaken your authority and someone else's brain. Like, the fact that I have people messaging me saying, hey, have you seen this? And I'm like, this is the 20th person that has messaged me. And be like, are you seeing what she's doing? Because this looks oddly familiar. And it's. The brain recognizes imitation immediately. And it's like, dang, this is uncomfortably close. And it's like, yeah, because you're familiar with what was over here. And so imitation will never imprint. Just create what the creator gave you to create. I could go on a soapbox, but I won't. But I just want to encourage you because I think we're all human. And I had someone message me and she was like, I'm so glad you told this because I'm the person, not the person that I'm referring to, but she was like, I'm someone who has really tried to do what everybody else is doing and it's so frustrating and it's not working like I want. And I got a taste thinking it was working and it's really not. So I just want to encourage you. Like, there are so many people that do what you do. There's so many people that want to work with you and the more original that you are, that's why they're going to want to work with you. So just try to. If you have to block yourself from your competition, if you have to mute a bunch of things for a minute to be able to find your own voice and why you stand out and listen, pick a voice or two and like, listen to that voice as the voice of advice for you to do your work. Don't take advice, ads, ads advice from me and then go listen to 10 other ADs coaches. I actually feel like that's not helpful at all. When I paid six figures for sales coaching, guess what I did? Blocked out anything and everything that had anybody else's ideas about sales. I'm like, I just paid six figures in a year of my life to commit to this. You best believe I'm not about to conflict myself and second guess the person teaching me right now. I'm going to go all in and I'm going to be laser focused and I'm going to do this all the way through over and over and over again and practice it and refine it and then I'll evaluate how it's going. So if I could give you one piece of advice. If, like, I'm your ads person, I'm so grateful. And you're gonna get so much value out of this. I can guarantee it. You really will. We do it differently around here, but if you have someone else that you're gonna have ads advice. And it's not just ads. Like, it's. Maybe it's sales, maybe it's another skill. Like just pick your person, pick the lane and like actually immerse in it and take time to apply the feedback. And my feedback for you today is to create your own way rather than kind of following someone else. Just, just do your own thing. You'll be glad that you did. And that's why I say creation comes from within, not comparison. Memorable messaging is created, not assembled from other people. It comes from your lived experience, your language, your beliefs, and your Conviction. And if it didn't come from you, it will not stick to you next piece. For your messaging to really show up strongly is why consistency is everything. So repetition actually builds neural pathways. So each time someone sees your message, hears your tagline, and experiences your brand tone, the brain actually strengthens the connection, whereas inconsistency forces the brain to relearn you. Every time you don't want someone to see your thing and be like, what do they do? You want them to hear it and then hear it again and hear it a different way. That's why I'm. The way we set up our retargeting campaigns is the way that we do, because it allows you to get multiple messages out in these different places so that people can really hear your message. And then the last few things are about consistency. So your ad, your landing page, and your offer, like that messaging, all has to be cohesive. You can't have a message on your Instagram bio and then in your email and then your landing page. That is different. It must align. Because when it doesn't, trust drops, cognitive dissonance rises. People are like, wait, what conversion drops? And when it's aligned, the brain relaxes, safety increases, and decisions happen faster. Because consistency tells the brain this is familiar and this is safe. Same thing with brand colors. The brain actually remembers repetition when it comes to colors and visual patterns, sound patterns, and emotional tone. And that's why brand colors, various voice consistency, and the tone that you deliver with, you want to be consistent because you're not just building recognition. You're actually legitimately building neurological familiarity. I want you to be able to create that with your brand, with your message, with your ad, with your landing page, with your emails and beyond. The last example I want to give to kind of point back to the blocking your competition thing, just to, like, kind of think about it. I posted this on social media in that post, but I said, like, if I were trying to teach my sons how to be better at baseball, I wouldn't have them stare at a bunch of people and just have and, like, be kind of narrating. Here's what they're doing differently. They're doing it this way. You should be doing it like this. Like, that would be so torturesome for my sons to just sit there and like, the way that I'm teaching them to do something is just staring at somebody else. It's like, you don't learn from watching. You learn from doing. The best way for him to get better at baseball is not wasting time looking at everybody else and wishing he could catch like that kid or do it like this. The best thing he could do is for me and him to work one on one and just focus on his progress for himself with his way. That's what he needs. And so that's why I'm saying block the competition. I'm not saying don't collaborate. I'm not saying don't have mentorship. In the previous episode, I just told you how mentorship has changed my life and business. What I am saying is sometimes it is destructive, not productive for you to go stare at somebody else. Listen to all their podcasts, do their whole thing. When they do what you do, just take a breath, create your own path. That's how you become the trendsetter. Truly, you think about trending like somebody had to create the trend at the beginning because they made something up on their own. You get to be that person. All right, so we'll wrap it all up. So when you think about how to show up what your messaging is as you're creating, your tagline, ultimately how you're standing out with what you're saying and how you're saying it, the summary is number one, create memorable language acronyms, alliteration, rhythm and compression. Number two, communicate it with authority, energy, confidence, consistency and your presence. Number three, protect your original creation. No imitation, no dilution, no outsourcing your voice. What's created from within can't be replicated. And remember, memorable messaging is not about being louder. It is about being clearer. It is not about copying what works. It is about creating what is true for you. When your message is clear, consistent and confidently delivered, the brain will remember you. And when the brain remember you, your people will choose you and only you. So I hope that was helpful. So one thing I want to do is actually share some people that you might actually remember and know and maybe have heard of. There's a few famous people I got to do three podcasts recently with Jasmine Star, Lori Harder and Tori Boltz. And I want to tell you, for these very well known women that have created eight figure businesses, what are 10 things that they had in common that you can latch onto so that you can have that same success in your life and your business? That's what we're going to talk about on the next episode. So don't forget, click the link below. Join the Women with Paid Ads challenge if you haven't. It's the best ads training on the Internet. I'm biased, but I will say it is pretty simple thinking. Cool. So click the link below to get the next ticket to the Win With Paid Ads challenge. Go advertise your name, make it rain, and I'll see you on the next episode.