HOW TO WRITE "Get PULLING" Advertisements
The most crucial element of any business is selling the productsor assistance. With no revenue, no business can exist for incredibly extended.
All sales begin with some sort of marketing. To build income,
this marketing needs to be witnessed or heard by likely purchasers, and
induce them to react into the promoting in a way. The credit rating
for your results, or even the blame for that failure of almost all advertisements,
reverts again for the advert itself.
Normally, the "ad writer" would like the prospect to complete one of the
adhering to:
Stop by the store to view and choose the solution for himself, or
promptly create a Check out and mail for your goods remaining
advertised.
Mobile phone for an appointment to hear the total profits presentation, or
write for futher details which quantities to a similar factor.
The bottom line in any advert is quite straightforward:
For making the reader purchase the service or product. Any advertisement that triggers
the reader to only pause in his thinking, to just admire the
solution, or to easily believe that exactly what is written regarding the
merchandise--will not be accomplishing it's occupation entirely.
The "advertisement author" ought to know what precisely he wishes his reader to do,
and any ad that doesn't elicit the specified motion can be an complete
squander of time and expense.
So that you can elicit the specified motion within the prospect, all adverts
are published As outlined by a straightforward "grasp method" that's:
one) Appeal to the ATTENTION of one's prospect
2) Desire your prospect during the product or service
three) Bring about your prospect to Need the merchandise
4) Demand Motion with the prospect
Never ever fail to remember the basic rule of advertising copywriting; If the advert
is just not go through, it will not stimulate any gross sales, if It's not necessarily witnessed, it
cannot be read; and when it does not command or seize the attention
from the reader, it won't be witnessed!
Most effective advertising copywriters know these fundamentals
backwards and forwards. Irrespective of whether you already know them by now or you're
just now being subjected to them, your knowledge and apply of
these fundamentals will decide the extent of your respective results as
an advertising copywriter.
CLASSIFIED ADS:
Classified ads will be the advertisements from which all profitable businesses
are began. These little, comparatively economical advertisements, give the
novice a chance to promote his service or product
with no shedding his shirt In case the advertisement will not pull or even the men and women
Do not break his door down with demand from customers for his products. Categorised
advertisements are prepared In line with every one of the promoting principles. What exactly is
mentioned inside a classified advert is identical that is mentioned within an much larger,
far more elaborate form of advertisement, expecting in condensed sort.
To start Finding out how to write down great categorised advertisements, clip ten
classified adverts from ten various mail get variety
publications--ads that you believe are very good. Paste Every of
these adverts on to a separate sheet of paper.
Review Every single of these adverts; How has the writer attracted your
notice--what about the adverts keeps your interest--will you be
stimulated to want to know more details on the solution being
marketed--and finally, what motion should you are taking? Are all of
these points included while in the ad? How strongly will you be "turned on"
by Every of such ads?
Amount these ads over a scale form one to 10, with 10 getting the
most effective based on the components I've specified you. Now, just for
exercise, with out, clipping the advertisements, do the same point with 10
various advertisements from Sears, Wards, or maybe the Penny's catalog. In reality,
each individual ad you see Any more, quickly review it, and price it
somewhere on your own scale. If you will follow this training on a
typical foundation, you can expect to soon be capable to immediately understand the
"Electricity Details" of any advert you see, and know inside of your individual intellect
whether or not an advertisement is nice, terrible, or if not, and what makes it so.
Apply for an hour on a daily basis, produce the ads you've rated 8, 9,
and ten particularly since they are already created. This will give you the
"sense" of the fundamentals and elegance important in composing
classified advertisements.
Your subsequent project might be to pick out what you concentrate on to get the
ten 'worst' adverts you could find within the labeled segment. Clip
these out and paste them on to a sheet of paper so you're able to work
with them.
Read through these ads about a few situations, after which beside each of
them, publish a brief comment why you think it can be poor; Missing within the
group, doesn't draw in attention--will not keep the readers
fascination--nothing Particular to help make the reader need to individual the
item--no demand from customers for action.
You most likely now understand what is coming following, and that's correct.
Split out All those pencils, erasers and scratch paper-- and begin
rewriting these ads to include the lacking things.
Every day for the following thirty day period, observe composing the 10 finest adverts
for an hour, just the way in which the ended up at first written. Pick out
the ten worst advertisements, examine All those adverts, and then apply rewriting
Individuals until eventually they evaluate up to carrying out The task they have been meant
to try and do.
As you're satisfied that the ads you've rewritten are ideal,
go back into Every ad and cross out the phrases which can be
eradicated with no detracting with the ad. Categorised ads are
nearly always "finalized" within the sort of a telegram.
Illustration; I'll get there at 2-o'clock tomorrow afternoon, the fifteenth.
Meet me at Sardi's. All my like, Jim.
EDITED FOR SENDING; Arrive at two-pm-15th Sardi's. Like, Jim.
Categorized Advert; Help you save with your food charges! Decreased price ranges on each and every
shelf in The shop! Refill now while provides are complete!
Are available in today, Jerrys' Household Grocery store!
EDITED FOR PUBLICATION; Preserve on Food stuff! Every thing bargain priced!
Restricted supplies! Hurry! Jerry's Marketplaces!
It requires devoted and common practice, but you can do it.
Simply just acknowledge and have an understanding of the basic system--observe
looking at and composing The great types--and rewriting the lousy kinds to
make them superior. Exercise, and retain at ie, again and again, each individual
working day--right until the formulation, The reasoning, and the feel of this kind of ad
crafting gets second mother nature to you. Here is the ONLY Approach to
obtain know-how creating superior categorized adverts.
Screen Adverts
A Screen or space advertisement differs from the categorized advert because it has
headline, structure, and because the type is not telegraphic.
On the other hand, the fundamentals of crafting the Show advert or Room are
the exact same as to get a categorised ad. The fundamental change is
that you've extra space where to emphasize the "master
system".
Most successful copywriters fee the headline and/or the direct
sentence of the advert as The most crucial Section of the advert, in
reality, you ought to do the exact same. In the end, Whenever your advertisement is
surrounded by many hundreds of other ads, and information or
amusement, what will make you thing any person will probably see your
specific advertisement?
The reality is, they don't seem to be intending to see your ad Unless of course you'll be able to
"get" their awareness and entice them to serious all of what your
need to say. Your headline, or lead sentence when no headline is
employed, has to really make it Tougher in your prospect to disregard,
or omit, than to halt and read your ad. If you don't capture
the eye of your reader together with your headline, anything at all over and above
is ineffective hard work and squandered income.
Prosperous advertising and marketing headlines--in labeled advertisements, your initially
3 to 5 terms function your headline--are penned as
claims, possibly implied or immediate. The former guarantees to show
you how to save money, make money, or achieve a wished-for intention. The
latter is often a warning versus a thing undesireable.
Illustration of A Guarantee; Have you been Prepared To Become A Millionaire--In
Just 18 Months?
Illustration of A WARNING; Would you Make These Problems In English?
In the two examples. I've posed a matter because the headline.
Headlines that request an issue appear to entice the reader's
awareness Practically as definitely as being a moth is drawn to a flame. At the time he
has viewed the dilemma, he just can not seem to preserve himself from
reading the remainder of the advertisement to learn the answer. The ideal
headline inquiries are those that obstacle the reader; that
entail his self esteem, and don't enable him to dismiss you
question with a straightforward Sure or no.
You will be the envy of your folks is yet another type of "reader
enchantment" to include into your headline whenever ideal.
The charm has to do with primary psychology; Everybody hopes to be
properly thought of and For that reason, will read into your body of your
advertisement and Discover how he can achieve the regard and accolades of his
pals.
Exactly where at any time and whenever doable, use colloquialisms or words
that usually are found in commercials. The reasoning is always to shock or
shake the reade outside of his reverie and result in him to acquire discover
of your respective advert. A lot of the headlines the thing is these days in and time out,
have a specific sameness with just the phrases rearranged. The
reader might even see these headlines along with his eyes, but his brain fails
to target any of these because there is nothing unique or out
of the regular to arrest his awareness.
Illustration of COLLOQUIALISM; Are you currently Establishing A POT BELLY?
A further interest--grabber sort of headline could be the comparative
price headline; Three For less than $three, Regularly $3 Each and every! Even now
A different of your "tried and verified" sort of headlines could be the
unique question; Do You Have problems with These Indicators. And of
study course, when you give a solid guarantee, you need to say so in
your headline; Your cash Refunded, If you do not Make $one hundred,000
Your 1st Year.
The best way to headlines have a really strong primary charm, but in some
occasions, They can be much better made use of as ebook titles than advertising
headlines. Who else wishes in within the finer things--which your
products or services presumably gives--is another strategy having a
solid reader charm. The psychology listed here being the necessity of
everyone to belong to a bunch--complete with status and Status
motivations.
Every time, and as frequently as you are able to quite possibly operate it in, you need to
utilize the phrase "you" with your headline, and throughout your duplicate.
In any case, your advertisement must be directed to "1" man or woman, as well as the
human being looking through your ad hopes to come to feel that you're speaking to him
personally, not Anyone who lives on his Avenue.
Personalize, and be specific! You may throw the teachings of your
English instructors out the window, and the rules of "3rd individual,
singular" or whichever else tends to inhibit your producing.
Whenever you sit back to write advertising and marketing copy meant to pull
the orders--sell the product or service--you need to photograph your self inside of a
a single-on-just one scenario and "talk" to the reader equally as In case you are
sitting down throughout from him at your dining place desk. Say Everything you
signify, and sell HIM about the product your supplying. Be unique and
inquire him if these are typically the things which bother him--are these the
factors he wishes--and he will be the one particular you need to purchase the products...
The layout you devise to your advertisement, or maybe the body you Develop all around
it, also needs to command attention. either ensure it is so impressive
that it stands out similar to a lobster in a chili dinner, or so
uncommonly straightforward that it catches the reader's eye as a consequence of its
pretty simplicity. It's also essential that you do not get lovable with
loads of unrelated graphics and artwork. Your ad ought to convey th
sensation of excitement and movement, but shouldn't tire the eyes
or disrupt the circulation the concept you are trying to current.
Any graphics or artwork you employ really should be applicable towards your
product, its use and/ or the copy you've written about it.
Graphics should not be employed as creative touches, or to produce an
environment. Any illustrates along with your advertisement must compliment the
offering of one's solution, and demonstrate or substantiate certain
points inside your copy.
Once you have your reader's attention, the only real way you are going
to help keep it, is by speedily and emphatically telling him what your
solution will do for him.
Your prospective purchaser isn't going to care in the the very least just how long It really is
taken you to supply the item, how much time you are actually in
small business, nor how many years you've spent Discovering your craft.
He would like to know exclusively how he's going to benefit from the
invest in of your respective solution.
Usually, his wishes will tumble into considered one of the next
types: Greater wellness, more comfort and ease, more money, extra leisure
time, far more reputation, bigger splendor, achievement and/or stability.
Despite the fact that you have your reader's consideration, you have to abide by
by means of having an ennumeration of the benefits he can attain. In
essence, you will need to reiterate the advantages, convenience and happiness
he will love--as you've got implied in the headline.
Mentally image your prospect--identify his desires and psychological
needs--place you in his shoes, and question yourself: If I have been
examining this ad, What exactly are the things which would attract me?
create your copy to appeal to your reader's needs and emotional
needs/Moi cravings.
Keep in mind, it isn't really the "protection options" which have bought cars and trucks for
the earlier fifty yrs--nor has it been the necessity of transportation--it
has actually been, and Just about absolutely generally would be the advertising and marketing
writer's recognition on the people today's would like and psychological
demands/ego cravings. Visualize your prospect, acknowledge what he
desires: and satisfy them. Writing superior promotion duplicate is practically nothing
roughly than realizing "who" your purchasers are; recognizing what
he wants; and telling him how your product will satisfy Every single of
Individuals desires. Remember this mainly because it's among the list of "vitally
critical" keys to creating marketing copy that does The work you
intend for it to accomplish.
The "want" portion of your advert is where you present the info of
your merchandise; produce and justify your prospect's conviction, and
cause him to desire "a piece of the motion" for himself.
It truly is vitally essential that you current "confirmed points" regarding your
product for the reason that survey outcomes clearly show that at the least 80% on the
individuals looking at your advertisement--Primarily People reading it for the 1st
time--will have a tendency to problem its authenticity.
So, the more info you are able to existing within the advert, the greater credible
your supply. When you compose this section of one's advertisement, always recall
that the much more specifics about the products you present, the greater
products you are going to offer. People want information as rationale, and/or excuses
for buying a product--to justify to by themselves and others, that
they haven't been "taken" by a slick copywriter.
It truly is such as girl who wants to marry the male her father phone calls
a "no good bum". Her heart--her feelings--convey to her yes, but she
wants specifics to nullify the seed od question lingering in her
intellect--to rationalize her choice to go on Together with the wedding day.
In other words, the "want" part of your advertisement has to develop
perception and believability in your mind of your prospect. It has to assure
him of his excellent judgement in the final determination to acquire- furnish
proof of the advantages you've got promised--and afford him a
"safety net" in case anybody must concern his determination to acquire.
Persons usually consider the things which attract their unique
dreams, fears and various thoughts. When you've recognized a
perception In this particular way, logic and reasoning are accustomed to help
it. Folks think what they "need to think. Your reader
"desires" to believe your advert if he has browse by this significantly--It truly is
your decision to assistance his initial drive.
Review your merchandise and almost everything about it--visualize the wants
within your possible customers--dig up the information, and you'll Pretty much
generally uncover lots of facts to guidance the customer's basis for
purchasing.
Here's where you use the results of checks carried out, expanding
gross sales figures to establish escalating popularity, and "person"
testimonials or endorsements. It is also crucial that you simply
existing these information-test benefits, revenue figures and/or
testimonies-from The buyer standpoint, and never that of the
maker.
Before you close this part of your advert and get into you desire
for action, summarize anything you've offered thus far. Draw
a psychological image in your prospective consumer. Let him impression owning
the merchandise. Induce him to visualise all the benefits you have
promised. Give him the keys to looking at himself richer, making the most of
luxurious, getting time and energy to do whatever he'd love to do, and with all
of his desires fulfilled.
This may be handled in one or two sentences, or spelled out within a
paragraph or maybe more, but it's the absolute component you must
contain previous to closing the sale. Study each of the profits
presentations you've ever listened to-check out every winning advertisement-This is certainly
the element included in all of them that really would make the sale
for you. recall it, utilize it, And do not try to promote everything
without having it.
As Victor Schwab places so succinctly in his finest advertising book, How
To Write an excellent Advertisement: Every one of the fundamentals in
the "grasp system" is important. Those people people who find themselves "easy" to
sell might Possibly be offered whether or not Many of these variables are still left
out, nevertheless it's wiser to program ad so that it will Use a
powerful influence on those who are the "toughest" to promote. For,
as opposed to confront-to-confront offering, we can not in printed marketing
come to a "trail shut" inside our income chat-in an effort to find out if
those who are much easier to provide will welcome the dotted line devoid of
even further persuasion. We must presume that we have been speaking with the
hardest kinds-and which the far more extensively our copy sells both of those the
tricky and the simple, the better chance Now we have from the
Competitiveness for The buyer's greenback-and likewise the significantly less dependent
we will probably be on the standard totally ineffective follow-by
on our promoting work which afterwards normally takes location within the profits
counter by itself.
Request ACTION! Demand from customers THE MONEY!
Lots of advertisements are stunning, Pretty much flawlessly created, and rather
convincing-but they are unsuccessful to ask for or demand from customers action within the
reader. If you need the reader to have your product or service, then inform
him so and desire that he deliver his dollars now. Except if you enjoy
entertaining your prospective clients together with your attractive creating competencies,
often demand that he comprehensive the sale now, by having action
now-by contacting a phone quantity and purchasing, or by crafting his
Examine and speeding it to the put up Business.
Once you've acquired him over the hook, land him! Do not Permit him get
absent!
Most likely, The most popular and very best methods of transferring the
reader to act now, is written in a number of the next:
All of This may be yours! You can begin taking pleasure in this new strategy for
life instantly, by simply sending a look for $xx! You should not set it
off, then later want you had gotten in on the ground flooring! Make
out that Test now, and become IN on the bottom ground! Act now, and
as an "early chicken" purchaser, we will incorporate a giant reward
offer-absolutely free of charge, basically for performing quickly! You get
every one of the way! We take all the risk! If you're not contented only
return the merchandise and we are going to quickly refund your cash! Do it
now! Get that Check out on its strategy to us nowadays, and get the large
bonus bundle! Right after following week, we won't have the ability to contain the
bonus as a part of the superb offer, so act now! The quicker
you act, the more you get!
Providing a reward of some kind will nearly always encourage the
prospect to acquire action. Nonetheless, in mentioning the reward or
bonus, be really cautious that you don't end up acquiring principally
requests for that bonus with mountains of request for refunds on
the product to abide by. The reward needs to be talked about only
casually if you are requesting product or service orders; and with a great deal of
fanfare only when you're seeking inquiries.
Much too generally the copywriter, in his enthusiasm to drag in a history
amount of responses, confuse the reader by "forgetting regarding the
item" and devoting his entire Place allotted to the "demand
for motion" to sending to the reward. Any reward provided should
be intently linked to the item, in addition to a bonus offered just for
instant motion around the Element of the likely buyer.
Specify a deadline. Inform your prospect that he will have to act inside of
a specific cut-off date or lose out about the bonus, experience most likely
bigger rates, or simply the withdraw of the offer. This is usually
a good hook to have motion.
Almost any assurance you give usually will help to make action
with the prospect. And the greater liberal you may make your
assure, the greater item orders you can expect to obtain. Ensure you
condition the warranty Plainly and easily. Ensure it is really easy to
realize that even a kid would not misinterpret Anything you're
declaring.
The motion you desire your prospect to choose must be easy-Obviously
mentioned-and devoid of any difficult procedural actions on his
aspect, or quite a few Instructions for him to abide by.
Picture your prospect, extremely relaxed in his beloved easy
chair, idly flipping thru a magazine whilst "fifty percent seeing" Television set. He
notices your advert, reads thru it, and He's bought on your item.
Now what does he do?
Don't forget, he is rather snug-you've got "grabbed" his interest,
sparked his interest, painted a picture of him experiencing a whole new
form of gratification, and he is able to buy...
Anything and every thing you inquire or result in him to accomplish will almost certainly
disrupt this aura of comfort and contentment. Whatsoever he will have to do
had much better be easy, fast and easy!
Tell him with none ifs, ands or buts, how to proceed-complete the
coupon, include things like your look for the total amount of money, and ship it in to
us now! Allow it to be as easy for him when you perhaps can-easy and
direct. And by all means, be certain your tackle is about the purchase
type he is meant to accomplish and mail in for you-your name and
handle to the purchase type, and also just previously mentioned it. Persons
from time to time complete the coupon, tear it off, seal it within an
envelope and don't know where by to mail it. The much easier you ensure it is
for him to respond, the greater responses you'll get!
There you've it, an entire limited training course regarding how to produce ads
that will pull additional orders to suit your needs-promote extra of your respective item for
you. It is vital to discover "why" ads are published as They may be-to
understand and use, the "learn formulation" in your own advertisement writing
endeavors.
By conscientiously finding out good advertising duplicate, and observe
in composing adverts of your individual, now that you've got the know-how and
comprehend what can make promoting duplicate operate, you ought to be in a position
to rapidly establish your copywriting capabilities to create order
pulling ads for your individual products and solutions. However, and as soon as you do
grow to be proficient in creating adverts for your own personal products and solutions, you must
never quit "noticing" how adverts are composed, designed and place
together by other people. To prevent Finding out will be corresponding to
shutting oneself off from the remainder of the earth.
The ideal ad writers are those with the planet in which they Are living.
Everytime they see a superb advertisement, they clip it out and reserve it.
On a regular basis, they pull out these information of excellent adverts and review them,
often examining what helps make them very good, and why they operate. there
is no university from the place that may provde the similar form of
training and abilities so important in the sphere of ad composing.
You have to hold you up-to-date, conscious of, As well as in-the-know
about the other man-his improvements, design and style changes, as well as the
procedures He's utilizing to market his product or service. On-the-job
instruction-examine and exercise-That is what it's going to take- and if you've
acquired that burning ambition to realize success, you are able to do it much too!
QUESTIONS & ANSWERS
1) WHAT IS THE MOST Worthwhile Strategy to USE CLASSIFIEDS...
Classifieds are ideal made use of to make your mailing listing of qualified
prospects. Use classifieds to offer a free catalog, booklet or
report relative for your merchandise line.
two) WHAT Are you able to Market "Right" FROM CLASSIFIEDS...
Normally, everything and almost everything, As long as it will not Expense
over five dollars which is concerning the many people will pay in
reaction to a proposal inside the classifieds. Most of these ads are
perfect for pulling inquires which include: Produce for even further
data; Deliver $3, get two for the cost of one particular; Dealers
wanted, send for product or service data and a true income producing package!
3) Exactly what are The most effective MONTHS OF THE Calendar year TO Promote...
All twelve months of your yr! Responses towards your advertisements all through some
months is going to be slower in accumulating, but by keying your ads
based on the thirty day period they appear, and also a cautious tabulation of
your returns from Just about every keyed ad, you'll see that continuous yr
spherical marketing will continue on to pull orders to suit your needs,
whatever the month It really is posted. I've Individually been given
inquires and orders from ads positioned given that 2 several years former
for the day of your response!
4) ARE MAIL Buy PUBLICATIONS Superior Marketing BUYS...
The the very least effective will be the advert sheets. the majority of the advertisements in these
publications are "Trade ads", indicating which the publisher of ad
sheet "A" operates the adverts of publisher "B" without charge, due to the fact
publisher "B" is running the advertisements of publisher "A" for gratis.
The "claimed" circulation figures of such publications are
almost always according to "wishes, hopes and desires" even though the "genuine"
circulation goes out to similar small, element time mail purchase
dealers. Quite lousy medium for investing promotion pounds
because Everybody getting a duplicate is actually a "seller" and nobody is
getting. When an advertisement sheet is acquired by an individual not involved with
mail buy, it's usually provided a cursory glance after which
discarded as "unsolicited mail".
Tabloid newspaper are marginally a lot better than the advertisement sheets, but not
by Significantly! The crucial big difference With all the tabloids is inside the
"beneficial details" content articles they try to carry with the mail
get rookie. A "reasonable media" recruiting dealers or independent
gross sales reps for mail get solutions, and for renting mailing
lists, but still circulated among "sellers" with hardly any prospective buyers.
Aside from that, the life of a mail order tab sheet is with regard to the
similar being a everyday newspaper.
With mail order Journals, it is dependent upon the caliber of the
publication and its company principles. Some mail buy magazines
are very little in excess of expanded advertisement sheets, while some--for example
E-book BUSINESS MART- attempt to aid The chance seekers with
an on heading guidance and strategies he can use in the event and
development of his own prosperity developing initiatives. E-book BUSINESS MART is
not simply the fastest rising publication within the mail get scene
right now; It is also the primary publication in more than twenty years to
offer true help everyone can use in reaching his individual version of
the "American Aspiration" of building one particular's own organization from the
"shoestring beginning" right into a multi-million greenback empire!
5) HOW CAN I Make your mind up In which TO Market MY Item...
For starters, you have to find out who your possible buyers
are. Then do a little bit of current market research. Speak with your
mates, neighbors and people at random who may well healthy this
profile. Ask them if they would be interested in an item these types of
as yours, after which check with them which publications they read. Up coming,
go to the general public library for just a listing from the publications of
this kind through the Conventional Rate & Information Support catalogs.
Make a listing of the addresses, circulation figures, reader
demographics and promotion and pick which is the accurate fees
of the advertising and marketing and pick which is the greater invest in, divide
the full audited circulation determine into the cost to get a 1 inch
ad; $10 per inch having a publication showing 10,000 circulation
would be 10,000 into $ten or ten cents for every countless numbers. Thinking about
the promotion premiums for E book Small business MART, you should tale
forty two,five hundred into $15 for and marketing price of much less then THREE
TENTHS Of 1 CENT For every THOUSAND. Definitely, your very best acquire In this particular
scenario will be Guide Company MART because of the least expensive selling price for each
thousand.
Compose and ask for a sample copies of your Journals you have
tentatively selected to place your promotion in. Seem above their
marketing-be sure that they do not or will not likely put your advert while in the
"gutter" which can be the inside column beside the binding. The amount of
other mail order form advertisements are they carrying-you would like to select a
publication that is definitely hectic, not one that has only a few adverts. The
far more ads in the publication, the greater response the advertisers
are getting, or else they would not be investing their funds in
the publication.
To "correctly" exam your advert, you ought to Enable it run thru no less than
three consecutive problems with any publication. If your responses
are modest, check out a distinct publication. Then, In the event your responses
are still smaller, take a look at your advertisement and think about rewriting it for
increased appeal, and pulling electrical power. In an awesome numerous occasions,
it is the ad not the publication's pulling electricity that is at fault!
mario