From Dan Kennedy’s recent book No B.S. Marketing to the Affluent: An excellent lesson in selling a gift of any kind comes from the mail-order jeweler Karets and Facets, which target-markets to the mass affluent. A page of outstanding sales copy from the company’s catalog… is headlined “Guaranteed Gasp or Your Money Refunded.” This company […]
…it’s what people hear.” So says language expert Frank Luntz, author of Words that Work. When you are writing to persuade, the words you choose will profoundly affect the way your listener or reader reacts to your message.This phenomenon has applications in advertising — and in politics. Luntz recently wrote a memo to Republican members […]
One of Robert Cialdini’s six “weapons of influence” is social proof — the idea that it is easier to persuade people to do something if they believe other people are doing the same thing. According to the Wall Street Journal, Cialdini and his colleagues at Arizona State University recently conducted an experiment at a Phoenix […]
By all accounts, Country Financial is a good company, offering products that benefit consumers nationwide. In an effort to be a good corporate citizen, the firm is sponsoring an historical touring exhibition called “Titanic, Treasures From the Deep”. The web site promoting the exhibition has a section called Lifeboat Challenge, where folks can take a […]
I spend a lot of time working with business owners on the most persuasive way to tell their stories. One of the most common desires I encounter is the desire to talk about everything in the commercial. It’s physically possible to talk about four different things in the same commercial. And give an address, web […]