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

Whenever I sit down to write an ad, I know that, unless I can convince you to believe me, you’re not going to log into PayPal and make my bank account grow fatter. That means that my words are responsible for taking you from your present state of belief, disbelief, or ignorance, and convincing you that what I’m selling is worth more than the money

Principle #3: Transfer—Credibility by Osmosis

“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.”

Why does it work? Because the company has given you something, and you accepted it! Social convention now decrees that you’re obligated to give something back.

You should still give basic data to satisfy their fundamental data needs.

Principle #1: The Fear Factor—Selling the Scare

Our goal isn’t to make our advertising look the way everyone else’s does. We want to stand out, don’t we? But how many advertisers actually do? Very few. Prove it to yourself. Stop reading for a moment and grab your local newspaper. What shape are most ads? Without ever seeing the paper you’re reading, I know that most are square, followed by recta

That’s why it’s critical that your headline do two things: (1) grab their attention, and (2) motivate them to keep reading. If it doesn’t do both, you could be giving away free gold bars, and most people wouldn’t notice. That’s why word choice is so important. Fortunately, with the advice in Ad Agency Secret #3 “Put Your Biggest Benefit in Your Hea

The Better They Look, the More Others Like

Ad-Agency Secret #9: Crush Your Competition With Extreme Specificity