Part 1 Verification: How to offer proof and authority Keep it as short as possible, facts and statistics take away from the emotional journey of your prospect imaging having their…
Borrow conviction: Mold the brilliance of others into your copy People to do not purchase publications to read ads. They buy them to keep in touch with the world around…
Concentration: How to destroy alternate ways for your prospect to satisfy his desire Show the superiority of your product. The best copy comes from the assembly line.The superiority of your…
Mechanization: How to verbally prove your product Copy is a silent dialogue with your prospect, in which your words become a person who offers a recommendation that if true, will…
Redefining objections and turning them into must-haves Three categories of objections and drawbacks: Your product is too hard to useYour product is not important enoughYour product simply costs too much…
Gradualization The three dimensions of human persuasion: Desire, Identification, and Absolute Conviction Absolute Conviction: The fusion of desire and belief, making the prospect feel right in their choice Belief: The…
What makes advertising successful? What is it that all successful copies share? It is the correct identification of the mass desire that is shared among millions of people. Copy does…