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…
How to build a saleable personality into your product The desire that isn’t obvious: The Longing for Identification Identification: The active process by which copy capitalizes on the desire to…
The art of salesmanship is expanding the mass desire; Advertising is the literature of desire. This desire exists in the prospect’s mind as a blurry, hazy, emotion with no direction.…
How to write body copy as strong as your headline Inside your prospect’s mind: Your copy must expand one or more of the three dimensions of his already-existing mental world.…
The Art of Creative Planning. There are three levels of creativity that you can apply to create a new headline: Word-Substitute: The shallowest and most ineffective method, it tends to…
What is Verbalization? Simple, it is the act of increasing the impact of a headline by its way in which it is stated. Verbalization takes a simple statement such as…
The sophistication of your market: How many have come before you? There are five stages of sophistication that each market goes through: When you are first: Be simple. Be direct.…
In the first chapter, we learned the main tenet of copy writing, which is the focusing and redirection of mass desire. We learned how to define and leverage this mass…