Sabrina Dong

The same principle applies to numbers. If we spend more mental energy reading a number or price, we falsely perceive that price as larger. The fewer syllables involved, and we perceive that price as smaller. It doesn’t matter that you are not saying the number out loud. Your brain does it for you.

According to a 2005 study. Human brains conceptualize size with value. If you display the price in a smaller font size, people will perceive the price to be smaller.

Another trick is to position larger elements around the price to create a visual hierarchy. The larger elements will make the price visually smaller, which in turn makes the perceived... See more

For example. Two identical pairs of inline skates are selling for the same price. Both packages list the same features and benefits. However, one pair emphasized “High Performance” while the other pair emphasized “Low Friction.” The pair that emphasized “Low Friction” outsold the other pair.

By providing a specific price, such as $6834 for a website instead of $6000, the client is much more likely to trust what you are selling them and be agreeable to the price.

So, think of Pull Backs for your “aha” moments. They provide the moment of realization, of getting the bigger picture, of revealing something important. Whether for a literal reveal or an emotional one, Pull Backs are camera shots that pack a punch and if used wisely, will supercharge your novel.

Remember, Pull Backs are all about revelation and emotional reveal. Novelists wanting to use a figurative exclamation mark in a scene will do well to consider using this camera shot.

We discovered that there are two key aspects to an effective story. First, it must capture and hold our attention. The second thing an effective story does is “transport” us into the characters’ world.

“People who are direct are generally in touch with themselves and their desires. People who are habitually indirect usually aren’t. This is because people who are indirect don’t have much experience with their inner world making contact with the outer world. They sit and theorize instead of saying it out loud and seeing... See more