Ca$hvertising

In addition, research has shown that well-written examples, (1) relate more closely consumer’s personal experiences, and (2) are easier to comprehend because they require less mental effort to

Principle #12: Examples vs. Statistics—And the Winner Is...

Principle #13: Message Sideness—Dual-Role Persuasion

services. People buy from you when they believe what you are selling is of greater value than the dollars they need to exchange for it.

Principle #11: Message Organization—Attaining Critical Clarity

trick. Sure, the stats are nice to know, but when it comes to making the cash register go ka-ching, you should always place your money on the example. Why? In a word: emotion, the key to sales.

Using the peripheral route to persuasion (superficial thinking, remember?), your audience is likely to think that your two-sided message is more thoughtful and credible than your competition’s one-sided ads that talk only about themselves.

Principle #14: Repetition and Redundancy—The Familiarity Factor

What can you give away to start the reciprocation ball rolling? I’m not talking about some junky little trinket, like a cheap key ring featuring your logo and phone number. You want to give something of value. Something that makes your recipient think, “Hey, wow, wasn’t that thoughtful?”