Caterina Yannicelli
@caterinayannicelli
Caterina Yannicelli
My happiness grows in direct proportion to my acceptance, and in inverse proportion to my expectations.
– Michael J. Fox
The Rule of One for copywriting:
You have one reader. One big idea. One promise. And one offer.
Source: unknown person who is no longer alive, probably in advertising and direct response copywriting in the 1920’s.
People change in four seasons: when they hurt enough they have to, when they see enough they are inspired to, when they learn enough that they want to, and when they receive enough that they are able to
data can be used as an accountability shield, deflecting responsibility for a judgment call. People are more comfortable making decisions based on hard data in part because they can fall back on that data if the decision turns out to be wrong.