Cashvertising

by Whitman, Drew Eric

• ISBN13: 9781601630322
• ISBN10: 1601630328
• Edition: 1st
• Format: Paperback
• Copyright: 2008-10-01
• Publisher: Career Pr Inc

Summary

Topics include how to create powerful ads, make people believe what you say, write magnetic headlines, do's and dont's, and mistakes to avoid.

Table of Contents

Preface	p. 11
Introduction	p. 15
What People Really Want	p. 19
The Life-Force 8
The Nine Learned (Secondary) Human Wants
How to Get Inside Their Heads: The 17 Foundational Principles of Consumer Psychology	p. 29
The Fear Factor-Selling the Scare
Ego Morphing-Instant Identification
Transfer-Credibility by Osmosis
The Bandwagon Effect-Give Them Something to Jump On
The Means-End Chain-The Critical Core
The Transtheoretical Model-Persuasion Step by Step
The Inoculation Theory-Make Them Prefer You for Life
Belief Re-ranking-Change Their Reality
The Elaboration Likelihood Model-Adjust Their Attitude
The 6 Weapons of Influence-Shortcuts to Persuasion
Message Organization-Attaining Critical Clarity
Examples vs. Statistics-And the Winner Is...
Message Sideness-Dual-Role Persuasion
Repetition and Redundancy-The Familiarity Factor
Rhetorical Questions-Interesting, Aren't They?
Evidence-Quick! Sell Me the Facts!
Heuristics-Serving Billions of Lazy Brains Daily
Ad-Agency Secrets: 41 Proven Techniques for Selling Anything to Anyone	p. 79
The Psychology of Simplicity
Bombard Your Readers With Benefits
Put Your Biggest Benefit in Your Headline
Crank up the Scarcity
22 Psychologically Potent Headline Starters
12 Ways to Lure Readers Into Your Copy
360 Degrees of Attention-Getting Power
The Reverse-Type Pitfall
Crush Your Competition With Extreme Specificity
The Famous Ogilvy Principle
The Psychology of Typefaces
Insist on the Pro-Design Difference
The Power of Questions
The "Granny Rule" of Direct Mail
The Psychology of "Social Proof"
The Guillotine Principle
PVAs-The Easy Way to Boost the Power of Your Copy
Directing Mental Movies
Battling Human Inertia
Establish Your Unique Selling Proposition
Buy Your Own Island
Authority Positioning
A Sales Letter in Survey's Clothing
Power Your Ads With Pictures
Grab 'Em With Grabbers
Long Copy vs. Short
Offer Testing
Survey Power
Editorial Energizers
The Coupon Persuader
7 Online Response Boosters
Multi-page Your Way to Success
Guarantees that Guarantee Higher Response
The Psychology of Size
The Psychology of Page and Section Positioning
The Fantastic Four
Consumer Color Preferences and How Color Affects Readership
The Psychology of Pricing
The Psychology of Color
Wrap Your Ads in White
Give Yourself a "Cleverectomy"
Hot Lists: 101 Easy Ways to Boost Your Ad Response	p. 187
22 Response Superchargers
9 Ways to Convey Value
13 Ways to Make Buying Easy
11 Ways to Boost Coupon Returns
46-Point "Killer Ad" Checklist
Epilogue	p. 193
Recommended Reading	p. 195
Index	p. 199
About the Author	p. 203
Table of Contents provided by Ingram. All Rights Reserved.