Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone (Cashvertising Series)

“the fear appeal is most effective when: 1. It scares the hell out of people. 2. It offers a specific recommendation for overcoming the fear-aroused threat. 3. The recommended action is perceived as effective for reducing the threat. 4. The message recipient believes that he or she can perform the recommended action.”

This hints at the fear that accompanies many buying decisions: the fear of loss. (Re-read that last sentence.)

The Four-Step Recipe for Inducing Fear

Comparison ads don’t have to be about bashing the other guy into submission. You can calmly point out the advantages your product provides. What benefits do you offer that they don’t? Is yours faster? Easier? Cleaner? Healthier? More fun? Less expensive? More effective? Comparison charts that point out your product’s advantages at a glance are extr

you read the list of eight primary wants and thought, “Heck, I want more than just these eight things!” Of course you do. We have many other wants. We want to look good, and be healthy, well educated, effective, and so on. (Don’t you?) These are called secondary, or learned wants, and nine have been identified: 1. To be informed. 2. Curiosity. 3. C

Here are the stages, in a quick and easy nutshell. STAGE ONE: Precontemplation—People in this stage are either ignorant of your product’s existence—“What the heck is a Bloopo Burger?”—or they’re unaware they need it. STAGE TWO: Contemplation—Prospects in this stage are aware of your product and have thought about using it. “Hmmm … I should check ou

Ad-Agency Secret #22: Authority Positioning Are you an authority on your topic? The Cues of Life model tells us that authority figures have a great deal of credibility. Therefore, the claims they make are widely believed. Using the mental shortcut of peripheral processing, they rationalize that an authority knows what he’s talking about. After all,

as long as the presentation was reasonably polished—you’d probably feel that the speaker knew what he was talking about. After all, “He went on for so long!” Of course length itself doesn’t mean something is truthful, but that is exactly how this principle works.

this psychological concept causes a “bandwagon” effect, which ensures that if a large enough group holds a favorable opinion about a product, then that opinion must be correct. We’ll