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

The Nine Learned (Secondary) Human Wants Perhaps 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

By linking products and services to any of these three reference groups, you can persuade your prospects to make decisions based upon the group with which they identify, or want to identify. This strategy uses the peripheral—superficial thought—route to persuasion. (Remember we discussed this earlier?) That’s because the consumer’s purchase is base

There are four important qualities that a good headline may possess. They are:1. Self-interest. 2. News. 3. Curiosity. 4. Quick, easy way.

Gallup found that readers preferred the following pictures, listed in order of preference: 1. Children and babies. 2. Mothers and babies. 3. Groups of adults. 4. Animals. 5. Sports scenes. 6. Celebrities. 7. Food. Parade magazine once reported that the following pictures get the greatest attention: 1. Babies. 2. Mothers and babies. 3. Animals. 4. P

Psychologists tell us there are three primary types of groups, regardless of the group’s purpose:

If you can’t have it, you suddenly want it. It’s like the armrest you weren’t using in the movie theater or airplane. As soon as someone sits beside you and starts using it, you suddenly have a strong desire to somehow “get it back.” You

There’s no doubt about it: Research concludes that evidence works, and works well. Advertisers who use solid evidence persuade more effectively than those who use poor evidence or none at all. Let’s face it: You can’t create an ad loaded with a slew of benefits and simply expect people to believe what you write. When

Positioning: The Battle for Your Mind,