Ca$hvertising

Principle #9: The Elaboration Likelihood Model—Adjust Their Attitude

Just remember, for most products, it’s not the product itself that people want, it’s the bottom-line benefit they’re buying.

The closing question—whatever it is—says, in effect, “Okay, you’ve declared your stance. Let’s see if you’re now going to support your own declared position.” To not do so is the ultimate in hypocrisy.

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.

1. People have eight basic wants—the LF8 (survival; food and drink; freedom from fear, pain, and danger; sexual companionship; comfortable living conditions; to be superior;

Principle #8: Belief Re-ranking—Change Their Reality

and protection of loved ones; and social approval). 2. The strongest advertising appeals are based on these eight basic wants. 3. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire

Principle #6: The Transtheoretical Model—Persuasion Step by Step

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