The cover story in the current Business Week contains a powerful photograph of a man in New York’s Times Square. I don’t know him or anything about his situation, and hope he finds a job soon. But I can’t help but lament the opportunity he may have missed. Within that missed opportunity is a copywriting […]
Metaphors can be a very powerful persuasive tool — used properly, you can help your prospects take a mental shortcut and create a positive association in their minds. But you have to think carefully about how they may connect the dots. Portland copywriter Susan Rich thinks Ford may not have considered all of the implications […]
In Influence, the Science of Persuasion, Robert Cialdini cites experiments demonstrating that people are more likely to comply with your request if you give a reason. The reason doesn’t even have to make much sense. Copywriting instructors have incorporated the “Reason Why” technique into their lessons. Mr. Toskana’s obviously been studying up on this stuff […]