Radio Ad-Vantage Online – ADCOLOGY INTERVIEW

We’re joined today by somewhat of an icon in the field of advertising – and especially that of radio advertising. My guest will be Greg Cynaumon, actually Dr. Greg Cynaumon. You may not know his name, but you’ve certainly heard his voice and responded to his advertising messages for the past dozen or so years. You’ll remember his voice in a moment and instantly recall products such as Hooked on Phonics, CortiSlim, LegalZoom and Regus Office Solutions. Dr. Cynaumon is also the mastermind of many of the most successful and strategically acclaimed commercials on the air today with such notable clients as eHarmony and LifeLock. Welcome to Radio-Age Online Dr. Greg.

Dr. Cynaumon

Thanks Art.

Radio Ad-Vantage Online

Let’s start with the question I’ve been dying to ask. How does a doctor of psychology end up as a partner in an advertising agency? I mean, that seems like a pretty broad leap.

Dr. Cynaumon

Well, perhaps not as broad as you might think. Psychology is merely the science of human behavior and advertising is all about activating a desired behavior. But the leap for me came in the late 80’s when I had a radio program in the Los Angeles market. I’d see patients in the morning, do my program and see patients in the evening. It was quite a grind, but what I really seemed to enjoy the most was working with the radio station’s sales team and with the sponsors of my show. I found that getting involved in the creative process was fun and rewarding. From there, a friend approached me about his reading product for kids and asked for my help. I started writing his commercials and then serving as a spokesperson for him. In a short time I left my radio program and became the VP of Marketing for a product called The Phonics Game.

Radio Ad-Vantage Online

And from there you went to Hooked on Phonics?

Dr. Cynaumon

Yes, for a short time before starting my own advertising agency.

Radio Ad-Vantage Online

Dr. Greg, let’s talk about psychology in advertising and a relatively new spin on psychology and advertising which you call adcology.

Dr. Cynaumon

The secret of Adcology is shared experiences. Let’s say ‘Company A’ sells identity theft protection. Historically, common psychology in this ad copy would seek to raise the consumer anxiety levels by stressing all of the horrible things that happen once your identity is stolen. The problem with using scare tactics exclusively is that fear mongering will only resonate with those people who are susceptible to anxiety-based messaging. That’s not a small number, but probably not even 40% of consumers. For the majority, this type of commercial falls on deaf ears, which is exactly why a company may see an initial spike in sales, only to watch sales plummet for no apparent explanation.

Radio Ad-Vantage Online

So it’s the early adopters who respond to these typical anxiety messages?

Dr. Cynaumon

Precisely and using the status quo in advertising is like trying to cure a health issue with overly prescribed antibiotics. Doctors tell us that viruses mutate over time and become resistant to once successful treatments. Consumers have been so over-exposed to online and offline new media, that they have become desensitized to the usual psychological approaches that once worked like a charm.

Adcology breaks through today’s messaging morass. We’ve proven it over and over with our direct response clients, it’s absolutely the most effective way to launch a new product or service – boost sales – or revive a campaign that was on life support.

Radio Ad-Vantage Online

So let’s go back to your example of the identity theft company Dr. Cynaumon. How would adcology approach this consumer?

Dr. Greg Cynaumon

In the case of identity theft, instead of telling consumers what they have to do through fear messaging, Adcology allows consumers to draw their own conclusions. In other words, we help them to think about certain shared experiences in their own life that could put them at risk for identify theft.

The key is not to scare consumers and suggest they change everything in their lives, or risk becoming a victim. The secret is to tell them to enjoy life, but take necessary and simple precautions. Again, what could be more motivational than letting the consumer come to their own motivated conclusion.

So, we ask consumers to simply think about their lives. Do they love to Twitter, spend time social networking on Facebook or MySpace, and share their music with friends through any number of file-sharing websites?  The reality is that they are also providing easy access to criminals who would love to steal their personal and financial information. Adcology simply points out the shared experiences which increase risk and lets the consumer reach their own decision to stop doing all the things they love doing – or simply add a layer of protection.

Radio Ad-Vantage Online

What other things might Adcology do?

Dr. Cynaumon

We may go on to point out little things that we do daily, such as leave a purse in the car… or lose a wallet… or leave our identification and credit cards in a locker at the gym. We’ll point out all of the other places that personal and financial information is kept, such as at a doctor’s office, a child’s school, or the restaurant down the block. And again, let the consumer reach their own conclusion. The key to Adcology is to identify the shared experiences that are the most widely universal to consumers. The bottom line is that Adcology doesn’t scare you and tell you to stop living life. It tells you how good choices can make you happier, wiser and safer.

Radio Ad-Vantage Online

I understand you’re at the front of an additional type of psychology in advertising. Can you tell us about sound effects in ads?

Dr. Greg Cynaumon

Sure, but you can file this under the heading of, if you live long enough – everything will come back. There’s nothing terribly new about adding sounds to advertising, but we have showed some remarkable success by adding what we call happiness prompts to radio and television scripts. So what’s a happiness prompt right? It’s a particular sound that almost universally triggers the pleasure or happiness synapses in the brain. For instance, a child’s laughter triggers an extremely high happiness reaction in nearly all moms while the sound of a backyard Bar-B-Q and kids splashing around a pool triggers similar responses in men.

Radio Ad-Vantage Online

So how do you work those into radio and television copy?

Dr. Greg Cynaumon

Well, you match the product and the target consumer with a happiness prompt. Without giving away the store, I will tell you that one of our clients is in the work-from-home space and so it was a natural fit to put the summertime, backyard sounds and giggling children into the background audio.

Radio Ad-Vantage Online

How would you respond to those who say that’s blatantly manipulative?

Dr. Greg Cynaumon

You know, I wouldn’t even try to defend that. All advertising, to greater and lesser degrees is a manipulative art form. I would say thought, that Adcology is really a more honest approach to motivating consumers. I think fear, as in – if you don’t buy this product your life will be ruined – is blatant manipulation. I believe that telling consumers the truth, explaining the risks through shared experiences, and then letting them decide to buy or not is a more honest approach to advertising.

The following are excerpts from a radio interview with Dr. Greg Cynaumon about his Unlocking The Bible’s Secrets to Happiness Series.

CPFT

Good evening and welcome. In this installment of CPFT-LIVE, we’ll be taking a very unique view of happiness and what the Bible has to say on the subject. Our special guest is Dr. Greg Cynaumon. Dr. Cynaumon is very well known as an innovator in the integration of psychology and the Bible. He’s the author of ten highly acclaimed psychology and self-help books including: Discovering Your Child’s DQ Factor, Does God Still Speak Through Dreams, Married But Feeling Alone and so many more that most people recognize. But many of you know him best as the TV and radio spokesperson for such household brands as The Phonics Game, Hooked on Phonics and CortiSlim. But this evening, we’ll be focusing our attention on Dr. Greg Cynaumon’s newest book and video series entitled: Unlocking The Bible’s Secrets to Happiness. Welcome Dr. Greg – can I call you Dr. Greg?

Dr. Greg Cynaumon

Of course. Great to be here Maggie.

CPFT

Happiness is a fascinating topic. I watched the six DVDs you produced on discovering happiness and frankly, couldn’t put them down. I’ve never looked at something so fundamental to us all – happiness – in this manner. How did you first become interested in writing about happiness?

Dr. Greg Cynaumon

That is a great question for starters Maggie. Happiness is a core emotional value. The icons of psychology from Freud to Maslow to Adler paid particular attention to happiness. Not that I’m even qualified to carry their stethoscopes, but the absence of happiness is most assuredly clinical depression and, in my opinion, you can not assess one’s quality of life without assessing one’s levels of happiness and how to sustain it.

Everyone wishes they were happier, but life has a way of beating happiness out of us. Yesterday’s hurts, regrets and failings combine with tomorrow’s stress over money, work, marriages, and families to the point that happiness seems unattainable. And when that happens, life loses it’s joy and much of it’s meaning.

CPFT

Did you focus on happiness with people you worked with Dr. Cynaumon?

Dr. Greg Cynaumon

Clearly. Happiness, or a lack thereof, is present in virtually every condition that steps into a counseling office. Depression, anxiety, marriage problems, troubled relationships, unresolved issues from the past, eating disorders, substance abuse – the list goes on and on, but the common thread is diminished or a total loss of happiness. I think where I differ from most is that I see and address diminished happiness as much as a root, quality of life issue as I see it as a symptom of more serious things. In short, and it may sound funny, but I take happiness quite seriously.

CPFT

That certainly makes sense Dr. Greg. But help me out with why you chose to study happiness and how it relates to the Bible?

Dr. Greg Cynaumon

Great question. I’d have to start by saying I’m not a huge fan of psychology. Maybe it’s more fair to say I’m not a huge fan of psychology when it’s done poorly. And one of the tenants I’ve always lived by is: if you can’t back up the psychology you’re imparting with the Bible – that is, if your advice doesn’t square with scripture, you’re probably more than a little off track. I found that the Bible holds six secrets to happiness that, to my knowledge, have never been linked? So I started into explore these six secrets under the microscope of: what if simply learning these 6 secrets could bring you instant happiness and lasting joy? That’s what Unlocking The Bible’s Secrets to Happiness does for people.

CPFT

Does God want us to be happy?

Dr. Greg Cynaumon

Without question. If you’re a parent, think of it in the same terms of how badly you want your children to be happy.  There are multiple areas of scripture that back this up. Ecc: 3:12 – teaches that there is nothing better for men than to be happy and do good while they live. Verse 13 follows with: That everyone may eat and drink, and find satisfaction in all his toil—this is the gift of God. But God doesn’t offer happiness (alone) at the buffet.

• Happiness is a COMBINATION of 6 BIBLICAL SECRETS

EXAMPLE:

• to learn to be content

• to live in the moment vs. the past

• to choose to be positive vs. negative

• to learn your purpose for being here

• to reduce stress in your life by finding the right priorities

• to learn how to set boundaries to keep unsafe people at a healthy distance.

Basically, I believe that Unlocking the Bible’s Secrets to Happiness is the ideal integration of sound psychology and sound theology. Time and time again I discovered that once you learn the six secrets from Unlocking the Bible’s Secrets to Happiness – simply put – happiness follows.

CPFT

If you’re just tuning-in we’re visiting with Dr. Greg Cynaumon about his revolutionary video and workbook system called: Unlocking the Bible’s Secrets to Happiness. And of course you can find that program at www.UnlockingBibleSecrets.com. Again, www.UnlockingBibleSecrets.com.

Dr. Greg, who is this series for?

Dr. Greg Cynaumon

I guess I’d answer that with a question: who doesn’t want to be happier. I mean, certainly unhappy people, depressed people, people with anxiety, poor relationships, a bad marriage, trouble at work, financial problems – they’d all give their right arms to be happier tomorrow. But even happy people want to be happier. Here’s what I’ve found. Virtually all self-induced problems in life diminish or go away when you discover the SIX SECRETS from Unlocking the Bible’s Secrets to Happiness. Bottom line, there’s a God-inspired drive in all of us to try to live happier. Perhaps that’s why our founding fathers cherished life, liberty and the pursuit of happiness.

CPFT:

How did you discover the 6 Biblical secrets to happiness?

Dr. Greg Cynaumon

By studying patterns in human behavior. I found that when these six biblical secrets were missing – people were somewhere between just plain unhappy and clinically depressed. Conversely, when most or all of these six biblical secrets were present – people were immensely happy and satisfied with their lives. Bottom line, once you address these six biblical secrets, you’ll have life-changing happiness.

CPFT:

Dr. Greg, what does Unlocking the Bible’s Secrets to Happiness teach?

Dr. Greg Cynaumon

Great question… let me boil it all down to the six Biblical secrets you’ll learn.

• How to stop letting past hurts, regrets and disappointments affect today.

• How to stop focusing on things you can’t control and live in the moment

• How to simplify your life through RIGHT priorities

• How to set healthy boundaries to keep unsafe people from affecting you

• How to eliminate most stress and that alone makes you instantly happier

• How to discover your purpose in life by learning your spiritual gifts

CPFT:

Can you share a specific of one of the Secrets so people will get an idea how life-changing this is?

Dr. Greg Cynaumon

Sure. Stress reduction is a great example because when our lives contain too much stress, it is virtually impossible to feel at peace, contented with life and happy. In my program, I use a FIRE ANALOGY that points out that we handle stress like we we’re on fire. We panic run frantically – fanning the flames and getting burned worse. Mat 11:28 tells us to be still and Jesus says, “COME TO ME (not run away from me) all who are weary and burdened for I will give you rest.”

Unlocking the Bible’s Secrets to Happiness teaches you how to recognize the early warning signs of too much stress and then how to focus on the CAUSE of your stress — not just the stress itself. Huge difference because most of us look only at our stress and ignore the root cause. The program then teaches us how to take a deep breath, slow down and to look to God for direction. And then lastly, the program teaches us to develop an intelligent written plan because a written stress plan is the antidote for stress.

CPFT:

We’re visiting with Dr. Greg Cynaumon and taking your calls on the subject of happiness and specifically his new program, Unlocking the Bible’s Secrets to Happiness. And you can find this amazing and inspiring program at www.UnlockingBibleSecrets.com. Again, www.UnlockingBibleSecrets.com.

CPFT:

Dr. Cynamon, I particularly enjoyed your session on learning how to live in the moment. Can you go into that a bit here for our listeners?

Dr. Greg Cyaumon

Perfect example. Let’s touch on an absolute that escapes most of us. Virtually all of us have past hurts, regrets, secrets or disappointments. We’ve made mistakes, chosen poorly or outright messed our lives up miserably in one or several ways. Okay. I get it. But the Biblical secret that you learn in Unlocking the Bible’s Secrets to Happiness is that the past is the past. Learn from it, but then you have to accept and own your past failures and then let them go. You can’t let the unhappiness of your past bleed into your present or it will destroy the moment.

Now flip that… I also can’t control the anxieties or uncertainties of the future. I can’t predict what will happen ten minutes from now so what value is it for me to worry about all the “what if” scenarios that may or may not occur? Instead, I have to learn to focus on the ONLY time frame that I have any control over – this moment – and I have to learn to be 100% present – in this moment.

CPFT:

It sounds so simple when you put it that way Dr. Cynamon. Counseling can take months… even years. How long does it take to feel happier?

Dr. Greg Cyaumon

Great question. The very first video you watch will start to change your life in some profound ways. I’ve taught this seminar – exactly what you receive on the six, 45 minute DVDs and playbook in the Unlocking the Bible’s Secrets to Happiness program – countless times. And each time I do, I receive calls and letters from participants who said it was not only life-changing, but also immediate. That’s just one more problem with counseling and psychology – it takes too long. The truth is the truth and once you hear it and can apply it – like in this program, revolutionary change happens almost immediately.

CPFT:

I want to read something for our listeners. Here’s a list of promises that Dr. Cynaumon makes to those who use his program and discover a happiness they’ve never really experienced before.

a)    You’re marriage and relationships are better.

b)    You stop feeling depressed or anxious

c)    Your memory, concentration and brain operate better

d)    You stop worrying about things

e)    You sleep better

f)      You lose weight because you don’t stress eat or eat when depressed.

g)    You’re healthier – (less stress – lower BP/heart health)

h)    You’re more effective at work (more money/promotions).

Dr. Greg, is it safe to say this program is for anyone and everyone who simply wants to improve their quality of life by finding happiness?

Dr. Greg Cynaumon

You nailed it. Look, life is not nearly as complex as we make it out to be. God intended us to live quite simply, but we have so many schemes and agendas floating inside our heads that we complicate life to the point of distraction. Again, my Unlocking the Bible’s Secrets to Happiness simply walk you through the Six Happiness Passages – teaching you these secrets:

Secret 1. Happiness through releasing the past

Secret 2. Happiness through learning to live in “the moment”

Secret 3. Happiness through simplifying your life

Secret 4. Happiness through setting healthy boundaries

Secret 5. Happiness through Biblical solutions to relieving stress

Secret 6. Happiness through discovering and living your life’s purpose

CPFT:

Again, we’re visiting with Dr. Greg Cynaumon. Dr. Greg is a doctor of psychology and aside from his work with the prestigious Minirth-Meier Clinics, Dr. Greg is an avid student of the Bible and the author of TEN psychology and self-help books which has led him to his latest project: Unlocking The Bible’s Secrets to Happiness – quite possibly the perfect blending of psychology and theology. And you can find Dr. Cynamon’s program at www.UnlockingBibleSecrets.com. Again, www.UnlockingBibleSecrets.com.

What are the problems that unhappy people face on a daily basis?

Dr. Greg Cynaumon

Good question. Let’s start with problem number one – stress. Stress leads to anxiety disorders and panic attacks. Now add in past regrets, disappointments and failings which lead to depression and a dulling of the ability to experience happiness. When we’re unable to let go of past secrets, regrets, disappointments and failings, we are trapped in sadness and depression. This program teaches you how to release the past.

CPFT:

That makes perfect sense. Go on.

Dr. Greg Cynaumon

Problem 2: We suffer with anxiety when we live life overly focused and stressed out about tomorrow and beyond. This program teaches you: (a) Wherever you are, be there 100%, and (b) The past is history and we have no control over the future. The MOMENT is where happiness lives. Find it. Problem 3. We know that the Bible says we each have at least one spiritual gift, but few Christians know what theirs is. This program reveals your spiritual gift. Problem 4: We lack purpose and direction in life. This program teaches you how to find your purpose so you feel valued. Problem 5: We make our lives complex with things that really don’t matter. This program teaches you how to simplify your life. Problem 6: We struggle with boundaries. We say “yes” when we mean “no” and allow people to manipulate and control us. This program teaches you how to set healthy limits on others.

CPFT:

Why are the current solutions to the problem of trying to find happiness ineffective?

Dr. Greg Cynaumon:

Basically psychology alone has failed in its attempt to make people happier because of three mistakes. Mistake 1. Psychology without the Bible is not the answer. Mistake 2. The bible can be hard to apply without helpful insights and practical applications that come from the field of psychology. And mistake 3. We medicate patients with unnecessary anti-depressants and anti-anxiety medications.

CPFT:

What happens if we don’t solve the happiness problem?

Dr. Greg Cynaumon:

Love that question. Look at it this way. On a happiness scale from 1 to 10 (10 being elated with life)… Most people go through life bouncing between a 4 and a 6. When things get bad, they slip into depressions and anxieties that destroy happiness and cause us to suffer in marriage, parenting, friendships and work. The question is, if you knew you could live your life between an 8 and 9 on the happiness scale, why would you choose to live between 4 and 6?

CPFT:

Why is your program the best solution to this problem

Dr. Greg Cynaumon:

The best of psychology with the best of theology. Over a decade of research and application went into unlocking these six Biblical secrets to happiness. People who have been in counseling for years are -for the first time- discovering the happiness, purpose and meaning that has been missing in their lives. They’re finding quick and lasting happiness that starts at the first session – the first DVD.

People who have spent thousands and even tens of thousands of dollars in counseling have seen their lives changed immediately after viewing this program. 

I tell people… Just try the program in your home for 90 days. If it doesn’t revolutionize your life and how happy you feel, simply return it for a refund of the purchase price.

CPFT:

We’re running short of time Dr. Cynamon… what would you like our listeners to come away with:

Dr. Greg Cynaumon

I’ve taught this program to many people in my practice and countless through my Happiness Seminars. The life-transformations border miraculous. It’s as if a light bulb goes on when people finally realize they can be happier then they ever imagined. All they need to do is to apply these six Happiness Passages from the Bible. Simply ask yourself… however happy you think you are today… what would I give to be two, five, twenty times happier? What would I give to smile constantly? To love life? To sleep like a baby because you look forward to each day? To know exactly why you’re here and to use the gifts God gave you to make yourself and others happy and to lay up treasures in Heaven that will be there waiting for you. That’s the promise of Unlocking the Bible’s Secrets to Happiness.

CPFT:

We’ve been visiting with Dr. Greg Cynaumon about his truly amazing program entitled: Unlocking the Bible’s Secrets to Happiness. I love this program. It taught me so much about things I’d frankly never thought about and I can tell people this absolutely works and it works fast. Again, remind our listeners of the six secrets Dr. Cynaumon:

Dr. Greg Cynaumon:

Unlocking the Bible’s Secrets to Happiness– teaching you these secrets:

Secret 1. Happiness through releasing the past

Secret 2. Happiness through learning to live in “the moment”

Secret 3. Happiness through simplifying your life

Secret 4. Happiness through setting healthy boundaries

Secret 5. Happiness through Biblical solutions to relieving stress

Secret 6. Happiness through discovering and living your life’s purpose

CPFT:

And again, you can find Dr. Cynamon’s program at www.UnlockingBibleSecrets.com. Again, www.UnlockingBibleSecrets.com.

Sadly, that’s all the time we have for this program. So for all of us here at Christian Psychology for Today, we’ll see you soon. God Bless.